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Jul 7, 2017
How to craft experiences that make your users fall in love with your ideas
The Lovemark theory
- Digital Marketing Specialist
- Master of Endless Blog Scrolling
Hello world :)
What is love?
Not this one...
Perhaps this one...
Definitively this one!
Why we need people
to love our stuff?
“Emotion lead to actions,
while reason lead to
Donald Caine, Neurologist
“In a single day a man can
receive 3500 marketing
message. He won’t recall
99% of them.”
Test results - The Guardian.com
Are you familiar with this?
People get used fast of their stuff
To escape from this “message blindness”,
we need to reach people on a deeper level,
migrating from brands to Lovemark.
“A Lovemark is something
that inspires Loyalty
Kevin Roberts, CEO of Saatchi & Saatchi
“900$ for a phone?!”
“If you don’t own it, you
don’t get it.”
“This is not a bag, it’s a
“When i’m on board, I feel
nothing it’s impossibile.”
Test time: how much these bags costs?
● Promise Quality
● Has its own story
● Promise Feelings
● Has a bit of mistery
To inspire Love you need to tap into
Mistery Sensuality Intimacy
● Don’t spoil too much!
● Build a narrative
● Create hype
● Less isn’t more but it’s definitively cool
Game of Thrones made its fan watch a
block of ice melting on a Facebook Live
in order to provide them some spoilers.
Fans could speed up the melting typing
“fire” in the comment.
More than 1.3 million people watched
the stream, revealing a new trailer.
Adopt new solutions to be
seen as “groundbreaking”
Swedish rapper Adam Tensta released its
new track in a different way: only 1 copy,
only person at time, only on Facebook.
Joining the app, fans of Tensta could
climb the line up, tweeting, sharing or
listening the rapper’s previous songs.
Think hidden tricks to
surprise your users
Wow! He reads my mind!
Look, Magic on Facebook!
● Engage multiple senses (Touch, Sight, Hearing)
● Create simple, intuitive choices
● Let the user choose their own path
● Smart is the new sexy
Do ya think i’m Sexy?
Animation help your design feel “alive”
Don’t text your lover too much
Let the love choose its way
Don’t be afraid to be funny
● Be there, Be Useful
● Feel personal, but not creepy
● Make the user feel good about what he’s doing
● Be funny
“Lacing humour and easter eggs
into the workflow can transform
an otherwise mundane task into
an experience that people look
forward to, and sometimes even
Aaron Walter, UX Director at Mailchimp
Come on, it’s just a
Ok, ok...you’re ready…?
“We can't help but create
relationships with things that
we interact with over and
over and over again."
Kevin Hale, Founder of Wufoo
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