How Sentiment Marketing Works


The marketing of feelings can change how customers see your products or you ever felt something special for a brand?

It is normal to relate products to some situations in our life that have happened now or in the past and this may be for indistinct reasons or because brands invest in a strategy for the user to develop feelings for them.


The objective is that in the long term it can gain customer loyalty and consequently generate an increase in sales.

What is sentiment marketing?

The marketing of feelings seeks to arouse emotions in customers, creating emotional connections that add a bonus to, and long – term brand create brand loyalty.

Nostalgia is sometimes used as a tool to generate interaction and engagement with brands.

Look at this video, it is a clear example of how a commercial can move all feelings in a little more than 2 minutes.

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What is nostalgia?

Today, many people use brands that remind them of some time in their youth, experiences of happy moments and many desires that are difficult to control, because they generate well-being and fond memories.

Nostalgia consists of recalling moments that have already passed and that left their mark.

That is why many brands put products from the past called “retro” on the market, all this so that customers feel that nostalgia and seek to acquire them.

What is marketing 3.0?

And if we talk about feelings, it is wise to also talk about marketing 3.0 . It is based on the fact that the user buys thinking about the values ​​that this product represents.

The customer feels more involved with these products, leaving mere consumerism behind, connecting emotionally and improving the buyer’s level of consciousness.

Sentiment Marketing Examples


Sentiment Marketing Example

An example of sentiment marketing is the music we listen to every day, the memories that a song brings back from our youth, and the act of persuading others that the music of our time was better than that of any other time.

The reason for the nostalgia and feeling that this type of music provokes in us is because it reminds us of happy and quiet moments. We prefer the music we grew up with, because it sends a message to the subconscious that everything will be fine.


This famous brand of sweetened beverages sought to surprise its customers with one of its most successful promotional campaigns of the 90’s, thanks to this they brought back the famous “Pepsilindros”.

With this campaign they wanted to create unforgettable moments for the consumers of this brand and they will remember what their lives were like when the original campaign for these particular glasses was at its peak.

Pepsi used a tool that did not exist 25 years ago such as social networks , only to find out the opinion and experiences of its customers, which was also a success.


If we are dealing with nostalgic markets, there is a vehicle manufactured by this brand that moved the most sensitive fibers of thousands of people over 70 years.

The “Volkswagen type 1” better known in some countries as “beetle” or “vocho” was one of the most representative cars that sold more than 21 million units throughout the world since its creation.

It left a mark that no other vehicle can replace or match. This is the car that forges the most memories among so many generations who have known it.

When this company released the special editions a few years ago, it was a complete bestseller.


Sentiment Marketing Example

Another product that decided to do sentiment marketing , perhaps without being aware, is Ray-Ban glasses.

These classic models of glasses have been used by many musicians of the 60’s, who were and will be idols of crowds, and therefore figure to be followed by their fans.

Vintage clothing and objects

Sentiment Marketing Example

Let’s go to the clearest examples that we can offer, in these are all the objects and clothes of yesteryear that are being used in the current era, or better called “vintage” clothes and objects.

The trendy “vintage” is in: advertising campaigns, fashion collections, fonts, cases or covers for phones, photo effects, artistic expressions, buying and selling antiques, hats, etc.

You can see the “vintage” in those sites that seek in some way to expand the feeling of well-being and generate empathy with buyers.


Sentimental marketing not only seeks to create emotional ties with brands but also gives the customer the opportunity to generate feelings that make them feel well-being.

This type of strategy brings with it a clear way of differentiating itself from the competition, achieving better results in terms of engagement and valuation that customers have with brands.

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