Joy is Your New Brand Equity. Here's How to Capture It.

Business leaders are always searching for ways to create impact by studying consumer sentiment data, monitoring economic indicators, running predictive models. But amid all this effort, the real challenge is cutting through the noise to create something that actually resonates.

How do you show that resonance? How do you capture it and share it with the world? This is where authentic storytelling, especially video storytelling, becomes critical.

At Beekman 1802, they've discovered that impact often comes from something deceptively simple: sparking joy.

Take one of their most talked-about campaigns: the Jiffy Lube "Time for an Oil Change" partnership. People came in expecting a routine oil change. But instead, they were surprised with a full spa experience.

The campaign went on to win industry awards and social media virality. Why? Because it was filled with unexpected joy and captured perfectly on video.

The surprise, the delight, the laughter video is the only medium that could have transported that genuine, human feeling to millions. This is exactly what Court Leve Productions specializes in: capturing the magic of a live experience and turning it into a story that moves people.

The beauty industry has always understood this. The "lipstick effect" shows consumers crave minor indulgences and morale boosts during a crisis.

Larissa, the beauty adviser at Circana, sees this firsthand. In the first half of 2025, 75% of consumers reported that feeling good is more important than looking good, signaling a growing demand for emotional connection.

This proves that joy is a powerful catalyst for brand engagement. Looking across industries, we've identified four strategies any business can adapt.

1. Transform Everyday Indulgences into Aspirational Experiences

Consider Crumbl Cookies. On the surface, it's just a cookie shop. But it feels like an event. The open kitchen, the weekly menu drop, the iconic pink box, it's a social occasion.

What Crumbl sells isn't only cookies, it’s a ritual of joy. This entire experience is visual, shareable, and tailor-made for the short-form video content that fuels their growth.

2. Embrace Nostalgia and Escapism

The toy industry's surge among adults (an $800 million increase in 2024) points to a craving for nostalgia.

LEGO has mastered this. Today's complex sets for adults demand focus and immersion. LEGO has created not just a product but a global community. They prove that sparks of joy—like rediscovering wonder and imagination—can have a massive impact.

3. Create Shareable Moments That Spark Viral Joy

Social media is a conduit for joy-sharing. Pop Mart's Labubu dolls, sold in blind boxes, carry the thrill of surprise. Fans film their unboxings, capture their reactions, and share the reveal online.

This is user-generated joy, and it's a goldmine. But brands can't just wait for it to happen.

This is an area where Court Leve Productions works directly with brands to create these 'reveal' moments. From intimate unboxings to full-scale event coverage, we craft high-impact video that begs to be shared, no matter the budget.

4. Foster Connection Through Purposeful Content and Community

Books have become catalysts for connection. On BookTok, readers swap recommendations and share emotional reactions in videos. Authors are no longer just marketing; they're building communities.

This is a model any brand can adopt. The joy comes not just from the product, but from the community you build around it.

Now, Let's Capture Your Brand's Joy

This article is right: Joy is the new standard of brand equity.

But here’s the challenge for leaders: How do you capture this "Joy Effect"? A feeling isn't a data point. Joy is fleeting, experiential, and human. You can't just tell your audience you create joy; you have to show them.

This is where Cooper Marketing & Media and Court Leve Productions come in. We are a complete "Strategy + Story" team.

At Cooper Marketing & Media, we build the strategic framework. We dig deep to find the authentic story of joy at the heart of your brand.

Then, with Court Leve Productions, we bring that story to life. Video is the language of emotion. It's the only medium that can truly capture a customer's surprise at an event, the delight of a product reveal, or the nostalgic wonder of your service.

And you don't need a massive budget. We're here to help everyone.

Court Leve Productions scales to you. From scrappy, authentic social content shot on a phone to full-scale commercial productions, we help brands of all sizes—from 501(c)(3)s to major cities—find their voice and share their joy.

We're here, we're live, and we're ready to help you tell your story. If you're ready to stop just talking about your impact and start showing it, let's connect.

Click here to schedule a call, or reach out to us directly:

Court Leve Productions: E: contact@courtleve.com | C: (530) 448-1029

Cooper Marketing & Media: E: Coop@Coopermarketing.org | C: (530) 307-9264