Right and Left Brain thinking in Digital Media: Building Campaigns
This is part 1 of a 2 part series on how right and left brain collaboration impacts digital marketing experiences.
It’s no surprise the psychology of left and right brain factors heavily into the strategy of marketing campaigns. With heaps of research readily available, how are brands targeting both left and right brain thinkers?
For background, let’s identify the high level differences between right and left brain thinkers.
As described in the infographic above, right brain thinkers: rely more on emotion, creativity and imagination. They’re the ones wandering the fiction aisle wondering if they left the stove on.
In contrast, left brain thinkers are: logical, fact based realists who made a list of groceries needed to be picked up after confirming they locked the door twice.
Of course these are just extremes, but it poses the question how do we create a digital Yin-Yang that appeals to both thinkers?
The basis for a traditional campaign can no longer just be story telling. Take the Subaru Honeymoon car commercial as an example.
As the couple drives to a remote location in the wilderness, Subaru has identified their target as outdoorsy, adventurous, and unique. When inclement weather hits, the Subaru saves the day.
A touching storyline, sure, but does Subaru sacrifice the left brainers demographic by not appealing to its efficient engine, spacious trunk, or incredible resale value? Of course.
So how can the digital marketer bridge the gap?
Look at how Nike’s #MakeItCount social media campaign accomplishes both. For the right brainers, use the Nike FuelBand so exercise becomes more meaningful. For the lefties, use it to set goals, count steps, times, and progress.
This campaign surrounds creative storytelling and lifestyle content on sport pages, like Nike Running. At the core, Nike.com is still a shopping experience, and left brainers can cut through the fluff and proceed straight to product pages. But right brainers can get absorbed in the site and form an emotional connection with the brand that still ultimately leads to shopping.
Both options above are completely chosen by users and that experience is unique to them.
Interacting with brands is becoming more common as traditional media moves towards having users follow on Facebook or Tweet specific hash tags. What are the campaigns, traditional or digital, that resonate the most with you?