Sensory marketing is proving to be an effective strategy for brands to captivate their audience by making products look irresistibly appealing while telling a story.
On social media, it’s nearly impossible to scroll without something catching your eye, especially when it’s a perfectly styled croissant or glistening strawberries paired with a beauty product.
That’s exactly the strategy the Rhode Skin team put together in their latest campaign. By incorporating food into their content, they tapped into something bigger: sensory marketing.
So, what is sensory marketing, why is it such a powerful tool and how are brands like Rhode using it to capture our attention? Let’s break it down.
First And Foremost, What Is Sensory Marketing?
Sensory marketing engages the consumer with one or more of our five senses – sight, sound, touch, taste and smell – to influence how we perceive a brand or product.
Think of it as a way to trigger emotions, create memories and make products irresistible so people can’t help but buy them. By engaging our senses, it allows brands to influence our decision-making and keep us returning for more.
Why Food Is the Perfect Tool for Sensory Marketing?
Food plays a special role in sensory marketing. It’s visually appealing, universally relatable and tied to strong emotional and cultural associations.
In their recent campaign, Rhode showcased their products alongside desserts and fresh produce. Creating a connection between indulgence and their skincare. The food could be seen as a metaphor. It tells a story of luxury, self-care and quality that aligns perfectly with Rhode’s branding.
Here’s why it works so well in sensory marketing:
- Visual Appeal: A glossy cherry or a perfectly baked croissant grabs attention. Our brains are wired to notice food, making it an excellent way to stand out in a crowded digital space.
- Emotional Connection: Food evokes comfort, nostalgia and even joy. Who doesn’t think that having a piece of cake by the end of the day makes a long day feel complete? Or seeing the dish our grandmas used to cook for us, making us feel as if we were 10 again? Pairing those feelings with a product can create a strong emotional bond.
- Cultural Relevance: Everyone interacts with food, making it the universal language that cuts through any demographic division that could be out there.
- Multi-Sensory Associations: Even through a screen, food can trigger memories of smell, taste and touch amplifying the sensory experience.
In times like this, attention spans couldn’t be lower. Sensory marketing helps brands create a more profound impact by making their campaigns not just seen but also felt and Rhode’s campaign is a perfect example. By placing their skincare products alongside beautifully plated food, they crafted a narrative of indulgence and care that resonates with their audience.
Tips for Incorporating Sensory Marketing
If Rhode’s campaign has you inspired, here are some tips to start implementing sensory marketing into your strategy:
- Choose a clear sensory focus: decide which sense you want to engage in and build your campaign around it.
- Use sensory elements that align with your brand values: forced associations can come off as inauthentic, which leads to people not feeling represented and not bothering to interact with your campaign.
- Try to think beyond visuals: if feasible, incorporate textures, sounds and even smells. For example, if you’re in the food or beverage industry, you may want to include the crunch of a snack or the aroma of coffee.
- Storytelling is also key to the whole campaign process: pairing sensory elements with a compelling story helps reach the emotional engagement we’re looking to obtain.
- Experiment with everyday items: you don’t need extravagant setups; even simple elements like fresh fruit or a cup of tea can convey warmth and care.
Sensory Marketing Is Here to Stay
As brands continue to compete for attention, sensory marketing is looking like a great opportunity for marketers to include in their campaigns.
Rhode’s use of food in their latest campaign shows how sensory marketing can make even the most familiar products feel fresh, luxurious and irresistible.
So, next time you’re scrolling and a campaign makes you pause, think about what senses it engages. Chances are that sensory marketing is at play – and it’s working.
