Think about your favorite movie. There's always that one scene that tugs at your heartstrings, leaving a lasting impression. For me, it's when Iron Man snaps the infinity stones and sacrifices himself in Avengers: Endgame. That moment was so powerful it made me a lifelong fan of the character.

Let’s explore some of the best cases from LEGO, Zappos, and Chewy—brands that have mastered experiential marketing to create lasting emotional connections. Studies show that emotional connections are 52% more valuable than mere satisfaction, and 71% of customers are more likely to recommend a brand when they feel deeply attached. These companies don’t just sell products; they craft memorable experiences that drive loyalty and advocacy.  

Emotions first: Chewy

Ensuring that pet owners find everything they need at one place, Chewy offers a vast selection of pet products, catering to a wide range of animals and their specific needs. From everyday essentials like food, treats, and so much more.

The brand goes beyond the retail business, mastering emotional marketing. One of the most heartwarming aspects of Chewy’s approach is its handwritten notes, custom pet portraits, and condolence gifts for pet owners who have lost their beloved animals. The brand keeps orgnaising different campaigns to facilitate an emotional connection with the customers, showcased by their 91% repeat customer rate.

In their latest heartwarming initiative, Chewy Claus makes wishes come true—including some extra-big surprises for pets and their people. This campaign allows pet owners to submit personalised wishes, creating a direct and emotional connection with the brand.

As a recent example of this campaign: Hopebridge Autism Therapy Clinic in Athens, Georgia, showcases Chewy Claus’s impact where a 7-year-old black Lab named Eliza, a therapy dog for autistic children, was honored through this initiative. Eliza’s role in supporting children’s emotional and educational needs inspired her handler, Bryan, to write a letter to Chewy Claus.

In response, Chewy threw a holiday party in her honor, gifting treats for Eliza and presents for the children. To extend the magic, Chewy donated USD 20,000 to BluePath Service Dogs, ensuring more autistic children could benefit from service dogs like Eliza.

Chewy’s commitment to making customers feel valued is evident in stories where they refund pet food purchases for grieving owners and encourage donation to shelters instead of returning items.

Creativity meets community: Lego

LEGO has built more than just a brand—it has cultivated a global community centered around creativity, nostalgia, and shared experiences. By blending digital and physical interactions, LEGO has strengthened its bond with fans, transforming them from consumers into active participants in the brand’s evolution.

One of the most compelling ways LEGO fosters this connection is through the LEGO Ideas platform, a space where fans can submit their own designs with the potential to become official LEGO sets. This initiative goes beyond a simple submission process; it’s a hub where imagination meets opportunity, allowing fans to play a role in shaping LEGO’s future.

Submitting an ideas

LEGO Ideas invites anyone to submit and campaign for their own creations. The process is both engaging and competitive, turning passionate builders into collaborators in LEGO’s innovation. Here’s how it works:

1. Build It – Construct your design using real LEGO bricks or digital tools.

2. Submit – Upload high-quality photos, write an engaging description, and submit your idea for approval.

3. Share and Engage – Promote your design to gather community support.

4. 10K Club – If your project reaches 10,000 votes, LEGO’s official team reviews it for potential production.

5. Approved for Production – If selected, LEGO designers collaborate with you to refine and finalize the set.

6. Glory and Recognition – Celebrate at an official LEGO Ideas signing event as your creation becomes part of LEGO’s lineup.

This interactive process makes LEGO Ideas more than just a competition—it’s a collaborative movement where fans have the power to bring their visions to life.

A standout example of LEGO Ideas’ impact is the proposed Steve Irwin tribute set, an idea driven by nostalgia and emotional connection. Fans of the legendary conservationist have rallied behind the project, seeing it as a way to honor his lasting influence on wildlife conservation and education.

The proposed set features interactive elements, including a poseable koala and crocodile, reflecting Irwin’s adventurous spirit and deep connection with nature. The emotional resonance of this tribute goes beyond the bricks—it represents the admiration and respect that people still hold for Irwin and his work.

This project underscores the power of LEGO Ideas as a platform where customers can shape the brand’s direction in ways that are deeply personal and meaningful. By allowing fans to create, share, and celebrate ideas that resonate with them, LEGO continues to foster a sense of community that extends far beyond play.

Creating Memorable Moments at Zappos

Zappos is widely known as an online retailer offering shoes, clothing, handbags, and accessories. But what truly defines the company is its deep-rooted commitment to customer service. Guided by the core principle “deliver WOW through service,” Zappos has built a reputation for going beyond standard expectations, creating experiences that customers remember.

Beyond transaction: When Service Becomes an Experience

One of the ways Zappos stands out is through small but meaningful gestures that leave a lasting impact. Instead of treating orders as mere transactions, the company often finds ways to surprise customers with thoughtful actions.

For instance, Zappos has been known to send flowers to customers who mention a recent loss or upgrade shipping for loyal customers at no extra cost while one memorable story involves Zappos overnighting a pair of shoes to a best man who arrived at a wedding location without his dress shoes. This act of kindness not only created a ‘brand love’ but also created a story that was widely shared and admired.

The Evolution of Zappos Adaptive

In 2017, a phone call from a customer led Zappos to rethink its product offerings. A woman reached out looking for shoes for her grandson, who had autism. The customer service team quickly recognized a gap—not enough options were available for individuals with physical or sensory disabilities. Instead of simply acknowledging the issue, Zappos took action.

Over the next 18 months, the team worked on curating a collection that would better serve customers with specific needs. This effort led to the launch of Zappos Adaptive, a dedicated section designed to offer more accessible and inclusive footwear options.

The initiative organizes products into practical categories, making it easier for customers to find what they need:

• Easy On/Off Shoes: Designed for those who struggle with laces or closures.

• AFO-Friendly Shoes: Shoes that accommodate ankle-foot orthoses.

• Orthotic-Friendly Shoes: Footwear with enough space to fit orthotic inserts.

• Single Shoes: An option for individuals who may need only one shoe instead of a pair.

Additionally, Zappos introduced “universal” tags for products that can be used by anyone, regardless of physical ability. This approach helps create a more inclusive shopping experience without labeling adaptive products as separate or niche.

Key Takeaways

So, what can other brands learn from Chewy, LEGO, and Zappos? Here are a few key takeaways:

• Personal Touch Matters: Chewy’s handwritten notes and personalized campaigns show that small gestures can create a big impact. Brands should consider how they can add a personal touch to their customer interactions.

• Engage Through Creativity: LEGO’s Ideas platform demonstrates the power of engaging customers through creativity and collaboration. Encouraging customers to contribute ideas can foster a sense of ownership and loyalty.

• Surprise and Delight: Zappos’ unexpected gestures highlight the importance of going above and beyond for customers. Brands can create memorable experiences by surprising and delighting their customers in meaningful ways.

• Inclusivity and Accessibility: Zappos Adaptive’s focus on inclusivity and accessibility shows that catering to diverse needs can enhance the customer experience. Brands should consider how they can make their products and services more accessible to all customers.