Fear-based marketing sounds scary, but it captures attention by showing the consequences of inaction, creating a sense of need for a product or service. While it can be effective, brands should avoid intimidating their audience. You don’t want them running for the hills. Instead, consider common fears among consumers with strategy and solutions. This post explores successful brand campaigns that effectively used fear to communicate their messages and provides you tips to do the same.

The Ethical Use of Fear in Marketing

The fear of missing out or lacking something we need triggers natural human emotions of fear and anxiety, driven by the activation of the amygdala. With this understanding, we have an ethical obligation to use fear responsibly, and when it comes to ethics, those who operate with integrity and respect will not intentionally:

• Manipulate or exploit vulnerable populations for profit (e.g., targeting older adults with unsupported supplement claims, making them feel they will face health issues without it). 
• Suggest dire consequences without immediate action (e.g., stating that digital data will be stolen if a software is not acquired immediately). 
• Spread misinformation (e.g., claiming that a competitor’s product or service is defective or dangerous).

We firmly believe that fear should never be used as a means of manipulation or exploitation, such as through fear-mongering or instilling unwarranted fear, including smear campaigns or the circulation of false information. With some of that under our belt, let’s get into using fear in a campaign and how it’s been done in the past.

Turning Fear Into Action with The Solution

Using fear ethically requires clear messaging along with a solution to alleviate the fear. For example, a company selling home security systems can tap into the fear of burglary and the need for personal safety. Both of these are rational. However, rather than concentrating solely on that fear, the brand should emphasize how their product delivers the peace of mind and reassurance customers seek. This creates a balance between addressing the fear and offering a solution.

SimpliSafe conveyed that in this 30-second Superbowl commercial. It is more straightforward than other examples below, but this ad does a great job of contrasting the fear of an unpredictable world and the need for safety at home. That need compels the audience to take action, and the clear solution is intended to be SimpliSafe’s home security system.

Common Fears of The Consumer (Listerine’s Story)

There are many fears people may have: failure, rejection, embarrassment, making the wrong decision, the unknown, even bad breath. Look at Listerine for a second. Patented in the 1880’s, their first real break didn’t come until almost 30 years later. It was then that they launched a campaign addressing a little-discussed health condition: halitosis, otherwise known as bad breath. Sales went from $115,000 to $4 million dollars in under ten years.

How? They tapped into the fears of women longing for marriage. Taglines like “Often a Bridesmaid, Never a Bride” and “Halitosis Makes You Unpopular” were just two used in print. So, fear of being alone due to poor hygiene became the motivator to purchase Listerine. This created a perceived need and then addressed that need with mouthwash.

Note that this era of marketing also shook up consumerism because buyers began expecting more bang for their buck. Printed images and catchy slogans on the radio spurred a buying frenzy as if there were no tomorrow, until the Great Depression halted spending. Messages like these can also be harmful to body image and self value. This is why ethics is so important.

Using The Fear To Fuel Positive Change

Fear-based marketing can also be used in a positive way by inspiring action towards a greater good or social cause. Here’s a recent public service announcement from AAA titled “Don’t Drive Intexticated.” The ad states that distracted driving claims an average of nine lives each day. In fact, texting while driving can have consequences similar to those of drinking and driving.

This message urges the audience to help decrease the number of accidents by simply putting down their phones, as lives are at stake. The scene depicts a father holding a phone while driving with three children in the car, culminating in a car crash. The solution is straightforward: avoid texting and driving, and consider having AAA for assistance.

Fear-Based Marketing Examples for Halloween

For Halloween, let’s start with Snickers. Their 2010 Halloween commercial features a giant figure—actually a group of kids in costumes—trying to persuade a woman in the grocery store to buy Snickers for her seasonal candy bowl. While it’s not aimed directly at consumers, it offers an eclectic and humorous 30 seconds of entertainment.

This next one features a baby doll and delivers on the creep factor. PlayStation 3’s 2006 campaign, Baby, causes an emotional connection, whether we like it or not. The entire campaign showcases a Rubik’s Cube and various items set against a stark white backdrop, all being ‘influenced’ by the game console. The baby doll stirred up the biggest emotional response.

Last one is a gem. Scary Clown Night follows a young man cycling through the streets. Before long, he finds himself chased by a horde of clowns while all making their way toward Burger King. Why? They’re after a free Whopper. That year, the local Burger King offered the first several hundred customers who arrived dressed as clowns a complimentary burger.

Tips on Using Fear In Your Marketing Strategy

The true measure of your campaign’s effectiveness will lie in the results it generates. The key here is to avoid overwhelming your audience with feelings of anxiety or concern, which can have them running away from you, not to you. Achieve a balance by:

1. Identifying Relevant Fears For Your Audience. Take the time to understand the specific fears and concerns that your target audience may have: anxiety about finances, concerns over a lack of time,  unease about safety, etc.
2. Showing a Real and Rational Danger or Threat. Present any potential threats in a way that feels credible and grounded in reality. This helps to establish trust and shows that you understand the challenges your audience faces without overstating or exaggerating them.
3. Offer a Clear Solution with Clarity: Once you’ve outlined the dangers, present a straightforward solution that addresses these issues. Make sure your messaging is clear so that your audience knows exactly how your product or service can alleviate their concerns.
4. Always Combine Caution With Hope: It’s equally important to provide a sense of hope. This balance encourages your customers to see that there’s a way forward and that they can find safety.

Never leave your customer hanging when they’re seeking a solution. Assisting them in confronting their fears while achieving a lasting sense of relief creates a supportive environment that encourages trust and loyalty. This leads to stronger and more successful campaigns.

Wrapping Up Fear

Throughout history, fear has been a common tactic used in marketing campaigns and this trend is likely to persist. When using it in your own marketing strategy, aim to use it as a tool for empowerment rather than manipulation. Inspire ethical action, and you’ll create successful brand campaigns that connect with consumers and contribute positively to society.

Ready to start connecting with your customers on a more meaningful level? Just fill out the form below with your needs and our team will get back to you soon! Keep it spooky.