How Ukrainian and Polish students learned emotional marketing at Foxtrot

She gave a lecture on "Individual and Mass Emotions in Marketing Communications" to the 1st year students of the Marketing and Market Communication studio. The lecture included case studies of Apple, Coca-Cola, Ukrposhta, and Foxtrot brands, whose marketing communications successfully shaped individual emotions and turned them into mass emotions. The lecture was created in collaboration with Lesia Nikulina, Head of Trade Marketing, whose presentation at the Big Trade-Marketing Show-2023 forum "Emotional Component of Communication in a War Economy" showed the systematic way a brand works with individual emotions of different consumers, how they combine in time and space under certain circumstances, and the brand becomes the epicenter of attention and the cause of mass emotions in the field of social communications.


A month before, Lesya Nikulina spoke on this topic to students of the State University of Communications, who are studying marketing. During the students' excursion to the Foxtrot store at 21 Stepana Bandera St., Kyiv, the marketer spoke about the "Emotional Component of Communications" and introduced the students to the basics of trade marketing and how marketing activities were adapted during military events to effectively communicate with the client.


"The main task of communication on the trading floor at Foxtrot in wartime is conveyed by the slogan 'On time and on target! Only positive emotions!', and we fulfilled it using all possible tools," says Lesya Nikulina. - "Our brand-hero Foxy changed her exquisite outfits to modern national and even military clothes; we changed the visualization of badges and the main message on it, launched the exchange of video postcards that were broadcast on all screens in all operating Foxtrot stores to support sales floor employees. To strengthen emotional communication for Independence Day, Foxtrot released a limited edition of a collectible Foxy toy in an embroidered shirt and a soft Foxy pillow in a Ukrainian wreath. And thanks to the Foxmusic.ua project to popularize Ukrainian songwriting, 100% of Ukrainian music content is now played in our halls. Through this communication system, we have shown our position on the war for Ukraine's independence, shown respect and support for our customers, and shown care for our employees.


The materials prepared by Foxtrot's communicators for lectures to Polish and Ukrainian students will become the basis for a presentation at the International Scientific and Practical Conference "Brand Communications: Problems and Solutions" to be held at the Institute of Social Sciences of Taras Shevchenko National University of Kyiv on May 25, 2023.