In recent years, the term "emotional value" has become a buzzword, especially among young consumers. Unlike traditional high-end marketing strategies focused on prestige, these consumers now gravitate toward brands that resonate emotionally, allowing them to achieve self-fulfillment and emotional release through consumption. Double V Consulting has previously delved into interesting case studies like Chiikawa, "Internet mad literature," and brands with "working bees personas" to further explore this phenomenon.
This article builds upon this emerging trend by exploring how brands can apply the concept of "Sensory Marketing," an approach that extends traditional sensory experiences (sight, sound, smell, touch, taste) into novel sensory triggers. These new senses—Impact, Déjà Vu, Atmosphere, Immersion, and Novelty—represent fresh ways brands can connect with consumers and create memorable, emotionally engaging experiences.
Sight - Impact
Making a Lasting Impression
Case #1
Saint Laurent’s Firework Show
In June 2023, Chinese contemporary artist Cai Guoqiang, commissioned by Saint Laurent's creative director Anthony Vaccarello, staged a visually impactful fireworks display in Iwaki City, Fukushima, Japan. The event, titled When the Sky Blooms with Sakura, commemorated the victims of the 2011 natural disasters and offered hope to those still in adversity.
Saint Laurent’s involvement, although subtle, elevated the cultural value of the display and enhanced the brand’s image by associating itself with a meaningful, visually striking event. This form of indirect sponsorship proved mutually beneficial: it captivated the audience with its visual grandeur while embedding the brand in a culturally significant narrative, subtly planting seeds for future brand value and premium recognition.
Case #2
Louis Vuitton’s Giant Handbag
Louis Vuitton’s oversized Speedy handbag installations, first showcased at the 2024 Fall/Winter Men's Fashion Show in Hong Kong, continued the brand’s tradition of visually arresting displays. The vibrant, illuminated designs attracted attention during nighttime displays at Shanghai’s Bund and Chengdu’s Taikoo Li. This larger-than-life object not only caught the eye but also created a memorable spectacle that highlighted the brand's luxury status through visual impact.
Sound - Déjà Vu
Creating a Familiar Soundscape
Case #1
GIADA's Podcast Marketing
Podcasts have emerged as a powerful tool for building deeper connections with audiences. According to the 2024 Podcast Industry Report, 76.2% of respondents in China listen to podcasts for over half an hour daily.
In this context, GIADA, an Italian fashion brand, has used the podcast Rock in the Flower Cave, hosted by renowned anchor Lu Yu, to present the brand’s values.
The podcast, which reached nearly 600k subscribers, emphasizes female empowerment, positioning GIADA as a brand that speaks to independent, educated, and affluent women.
This auditory branding strategy leverages sound to evoke a sense of familiarity and trust, deepening the emotional resonance with listeners.
memA customer became a fan of the brand and went to visit GIADA's Italian flagship store after listening to the podcast
Case #2
Kuaishou’s ASMR ‘Sound of Spring’
Chinese short video platform Kuaishou’s collaboration with 34 influencers to collect the sounds of spring from various regions across China exemplifies how sound can evoke nostalgia and connection. The campaign featured a limited edition CD and an interactive H5 page, allowing listeners to experience these unique regional sounds and feel the peace associated with spring.
This auditory campaign, built around familiar natural sounds, helped Kuaishou enhance user engagement by reinforcing the platform’s emotional bond with its audience.
Kuaishou gave out 1000 pcs of "Sound of Spring" CD players for free
Smell - Atmosphere
Creating a Sense of Place
Case #1
To Summer's City-Exclusive Perfume
In collaboration with Shuangmei, the Shanghai-based beauty brand with nearly 100-year history, Chinese premium perfume brand To Summer released a city-exclusive fragrance named 475 Department Store, representing the well-known Nanjing Road in Shanghai. This jasmine and agarwood scent evokes memories of old Shanghai, drawing consumers into a nostalgic atmosphere. Through its evocative product names and marketing copy, To Summer creates an immersive sense of place, transporting consumers back in time and enhancing their emotional connection to the brand.
To Summer's store in Shanghai representing the new generation of Chinese culture
Case #2
HEYTEA’s Store-Specific Tea Aroma
HEYTEA, known for its premium tea beverages, has taken scent marketing to a new level by incorporating a jasmine tea fragrance into its store environment. The scent, which is exclusive to HEYTEA locations, has become a signature of the brand, creating a multisensory experience that enhances the physical space. Consumers associate the aroma with the brand's values, reinforcing loyalty and creating lasting impressions.
Customers's posts talking about HEYTEA's signature scents became trendy
Touch - Immersion
Full-Sensory Engagement
Case #1
Jellycat’s Immersive Shopping Experience
The London toy brand Jellycat has gained a massive following in China, not only due to the tactile softness of its plush toys but also through its innovative immersive experiences. The pop-up Jellycat Café, which opened in September in Shanghai, invites customers to interact with their toys in a “family role-playing” format. Whether it’s watering a cactus plush or creating an imaginative scene, the tactile engagement adds emotional depth to the product, enhancing the brand's connection with consumers.
Jellycat's staff performing role-playing with the toys
This interactive experience has spread to other cities in China, where local adaptations creatively integrate Jellycat into regional cultural experiences, adding a local touch to the global brand.
Jellycat's staff performing role-playing with the toys
Case 2: JD.com’s Plush Winter Exhibit
As part of its winter product launch, JD.com created a “Plush Hug” exhibit at the Hangzhou West Lake Cultural Plaza subway station. This immersive display used oversized plush items to invite customers to feel the warmth of the season. The tactile engagement of soft, plush textures reinforced JD.com’s message of warmth and comfort, further strengthening its relationship with customers through sensory involvement.
Taste - Novelty
Refreshing the Consumer Experience
Case 1: Starbucks’ Year of the Dragon Limited-Edition Salted Caramel Latte
In the spirit of curiosity-driven flavors, Starbucks introduced a salted caramel latte with a Chinese twist, incorporating Dongpo red-braised pork flavor. This unique combination intrigued consumers, offering a surprising and novel taste experience that sparked social media buzz. By pushing the boundaries of traditional coffee flavors, Starbucks maintained its position as an innovative brand, always ready to surprise and delight its audience.
Starbucks' Dongpo pork flavored Latte, specifically made for Chinese New Year
Case 2: Lay’s Potato Chips’ 200+ Flavors
Lay’s has become a master of novelty in the snack industry, offering over 200 unique flavors in its 31 years in China. From regional specialties to limited-edition collaborations with other brands and IPs, Lay’s continuously introduces new flavors to keep the market excited and engaged. This constant novelty ensures that the brand remains relevant and maintains its competitive edge, always offering something new for consumers to try.
Double V Tips:
Evolving the Five Senses to Focus on Emotional Value
Unlike traditional marketing, the new sensory marketing approach emphasizes spiritual value over product features. Brands should focus on emotions, aiming to:
● Sight (Impact): Break into consumers' daily lives by continuously making an impression.
● Sound (Déjà Vu): Use sound strategically to evoke a sense of familiarity, deepening brand recognition and memory.
● Smell (Atmosphere): Design unique atmospheres that become personal, creating emotional memories.
● Touch (Immersion): Offer fully immersive experiences that engage consumers on a deeper emotional level.
● Taste (Novelty): Continuously innovate with new products and experiences to keep the brand fresh and exciting.
Through this expanded approach, brands can elevate their marketing strategies, moving beyond simple product promotion to creating rich, sensory-driven emotional connections with their audiences.
Double V Consulting is a marketing consultancy specialized in female consumer goods brands. We have been helping overseas brands navigate the complexities of the Chinese market since 2017. We specialize in creating strategies that resonate with Chinese female consumers, leveraging deep market insights and cultural understanding.
If you're interested in learning more about how we can assist your brand in understanding and connecting with Chinese consumers, don't hesitate to reach out here
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