One Strategy Component Proven to Outperform in Any Space
[2 minute Read]
Let’s get right into it. The 5th element to success in any field has to with EMPATHY. How good are you, or your team members at being able to step outside themselves to invoke meaningful change when it comes to interacting with others?
Empathy, and all of its applications are often misunderstood. Many see it as just noticing the behaviors of others, acknowledging their emotions, and then if there’s a problem, making some kind of an attempt at offering a workable solution. While all of that to some degree plays a role, research has shown that true empathy lies in the ability to understand and validate someone else’s feelings-- but without trying to fix, solve, or judge them.
From a consumer’s perspective, which would you prefer: Messaging that doubles down on what you lack, singling you out, and a creates a new void that needs to be filled--- or one goes above and beyond to prove that above all, you are not alone. A basic truth is, that we are all looking for “our people,” and empathy is one of the unseen forces that drives whole communities together.
At its center, empathy is a deeply human act of presence and connection. It is sharing in the experiences, emotions, and perspectives of others, even when they may differ greatly from your own. This higher understanding is a skill that can not only change how you interact on personal levels—but also in business and developing consumer strategies.
One of the most famous and most successful commercials that effectively used empathy to sell a product is the “Thank You, Mom” campaign by P&G (Procter & Gamble) for the 2012 London Olympics.
Why It Worked:
Emotional Connection: The whole campaign focused on the sacrifices, love, and support mothers provide to their children, especially in helping them achieve their dreams. By celebrating moms, it tapped into universal emotions of gratitude and familial love, resonating with people worldwide.
Relatability: Nearly everyone can identify with the influence of a caregiver, making the ad relatable on a deeply personal level. It focused on the journey of athletes but shifted the spotlight to their mothers, emphasizing universal human experiences like encouragement, struggle, and triumph.
Empathy-Driven Storytelling: Instead of directly advertising P&G products, the commercial told stories of everyday life—washing uniforms, cooking meals, and supporting dreams. These acts mirrored the lives of their consumers, positioning P&G as a brand that understands and supports those small but meaningful moments.
The Result: Pure Magic.
They didn’t just wind up promoting P&G’s products; they elevated an entire brand around the planet as a supporter of families and the unsung heroes behind every success story.
That P&G commercial is still widely considered a marketing masterclass of how empathy can be used in service of a message that can transform a campaign into something truly unforgettable, and that is where we want to go with you—together.
At Valkyrie Media Group, we believe empathy is the most powerful tool you can possess in your marketing arsenal. For our part, it has allowed us to build more resilient, harmonious communities both on and offline. We trust our audiences and their own emotional intelligence, and we know that without empathy--solutions in the business sector are superficial and temporary— and that’s definitely not the end goal. If this is interesting to you, or you would like to learn more about how we can build a successful campaign around your business, let’s start the conversation!
