In this article, Dean Taylor, CEO and Founder of Contagion, explores where great marketing ideas really begin: emotion. He shows how tuning into unfiltered customer language and the rhythms of Aotearoa can turn small truths into big platforms. Dean also explains how to blend data with feeling and move from insight to bold work. Read on for a practical way to capture real voices and turn them into ideas that travel.

Let’s be honest, marketing in New Zealand is something special. We’re a small country with a big creative heart, and we consistently punch above our weight on the global stage. But behind every great campaign is a spark. So where do we find that spark?
If you ask me, it starts with emotion.

As marketers, we’re not just strategists, we’re empaths. We trade in emotional thinking. We look for what moves people, what makes them laugh, cry, or feel seen. Because when someone feels something deep about a product, they’ll pay more, stay longer, and tell their mates. Emotion is the currency that drives margin.

Start With Your Customers, They Know More Than You Think

Customer feedback might not sound sexy, but it’s a goldmine. I often ask customers to describe our company on its best day. The answers? They’re often more insightful than any brand workshop. You get tone, personality, and real-world language that actually resonates.

And don’t shy away from asking what annoys them. Trust me, they’ll tell you. And they’ll appreciate being asked. It’s not just about fixing problems, it’s about uncovering what matters most to them. Sometimes, their stories are so personal and powerful, they become the heart of a campaign.

One of the most rewarding things you can do is ask a customer how your product or service helped them. These stories are often deeply emotional, and that’s where the gold lies. A heartfelt testimonial can be more powerful than any tagline. It’s real, it’s raw, and it’s relatable.

Go Beyond Your Own Channels, Get Out Into the Wild

Want to know what people really think? Jump into Reddit threads, TikTok comments, Facebook groups, even Trade Me forums. This is where the raw, unfiltered truth lives. It’s where trends are born and where you’ll find the emotional hooks that data alone can’t show you.

These platforms are also great for spotting shifts in tone and humor. What people laugh at today might have been taboo five years ago. Staying tuned into these changes helps you stay relevant, and brave.

Take Whittaker’s L&P chocolate. It wasn’t just a product, it was a love letter to two Kiwi icons. Or the NZTA’s “Ghost Chips” campaign. Insight research showed young men wanted to stop their mates from drunk driving but didn’t want to seem uncool. So the campaign flipped that fear into pride. Suddenly, speaking up made you a legend. That’s the power of emotional insight.

Lean Into Kiwi Culture, Humor, Honesty, and Heart

We’re a nation that values authenticity, a good laugh, and a bit of cheek. Turners Cars nailed it with their viral ad that includes the line, “You got so fat, the seats don’t fit.” A few years ago, that might’ve been risky. But today? People are ready to laugh again. And it worked, 2.3 million views and counting.These cultural nuances matter. They make campaigns feel homegrown, not imported. And when you get it right, Kiwis reward you with attention and loyalty.

It’s also worth remembering that Kiwi humor is often dry, self-deprecating, and grounded in everyday life. Campaigns that reflect this tone tend to resonate more deeply. They feel like they’re speaking with us, not at us.

Be Curious, Be Bold, Be Collaborative

Great marketing doesn’t happen in isolation. It’s a mix of inspiration, perspiration, and collaboration. Talk to frontline staff, they hear the real stories every day. Host cross-industry sessions. Invite teachers, tradies, artists. You’ll be amazed at the fresh perspectives.

And yes, be bold. The best campaigns, “Bugger,” “Vogels,” “The Best Place in the World to Have Herpes”, were daring. They had conviction. They were informed and inspired. And they worked.

Being bold doesn’t mean being reckless. It means trusting your insight and having the courage to follow it through. If your research tells you an idea will resonate, don’t water it down. Lean into it. That’s where the magic happens.

Use Data to Find Emotional Hooks

Emotion and data aren’t opposites, they’re allies. Tools like Google Trends, Consumer NZ reports, and even Stuff.co.nz comment sections can help identify what’s resonating emotionally with Kiwis right now. Look for spikes in sentiment, not just volume.

For example, if you notice a surge in conversations around sustainability, dig deeper. What’s driving that emotion? Is it frustration, hope, pride? Understanding the emotional layer helps you craft messaging that connects, not just informs.

Final Thought: Inspiration Is Everywhere

Whether you’re planning a national campaign or a local activation, remember this: the best ideas come from listening deeply, thinking creatively, and staying emotionally attuned to the world around you.

So keep your eyes open. Talk to your customers. Laugh with your team. Collaborate with people who see the world differently. And never stop asking: what do people really feel?

Because when you find that emotional truth, you’re not just marketing, you’re connecting. And that’s where the magic happens.

Source: Dean Taylor, 30 July 2025