Find Mediums With Congruent Emotions
Find people who are experiencing a helpful emotion, then expose your message to them.
Sparking emotion is hard.
It’s much easier to find people who are experiencing an existing emotion.
I noticed that Tums sponsored episodes of Hot Ones, a YouTube show where celebrities eat spicy wings.
That’s clever. Humans have mirror neurons — if you watch somebody perform a behavior, like eating spicy food, you simulate this experience. In other words, viewers of Hot Ones are experiencing a body state that can help them simulate the value of antacids.
Alternatively, Tums could advertise around dinnertime (when viewers are more likely to be experiencing heartburn).
The Takeaway: Expose your ads in a time or location in which viewers can simulate the value of your product.