an update on uk xmas ads: 'tis the season for brand growth

2016 UK Christmas Advertising: Winners and LosersDavid Whitelam & Charlotte Kiddle| http://feelmore.brainjuicer.com/uk/xmas16

©BrainJuicer® 2

Identifying the most effective approach to large business effects with the IPA’s DataMINE

Who is the IPA? The Institute of Practitioners in Advertising Recognised as the world’s most influential professional body for practitioners in

advertising and marketing communications, providing thought leadership, best practice and continuous professional development.

What is DataMINE? A database that holds campaign case studies of award winners from Effectiveness

Week, allowing the cases to be analyzed and interrogated for best practices.

©BrainJuicer® 3

Identifying the most effective approach to large business effects with the IPA’s DataMINE

% Reporting very large profit gains, Campaigns lasting 3+ years

43%

23%

Rational Emotional

2.67

1.67

Lower Higher

No. of very large business effects generated

BrainJuicer, JAR March 2012

Business Effects courtesy of IPA

Declared Campaign Strategy Actual Emotional ResponseThe Long and Short of It

Binet & Field, Thinkbox, 2013

Data shows that highly emotional campaigns generate high levels of business effect. After all: “Feel Nothing, Do Nothing. Feel More, Buy More”.

©BrainJuicer® 4

15

35

25

555

51.70

5

Intensity Scoremeasured on a scale from 0 to +3

Constructing a model to predict share growth

Prediction of share growth

--

-

----

--

-

++

+

BrainJuicer measures emotion using the seven universal

emotions based on Paul Ekman’s research as well as neutrality, and

the intensity of each emotion is translated into a score that

predicts share growth.

The higher the star rating, the higher the share growth

©BrainJuicer® 5

68 73 78 82

NO GROWTH without huge ESOV

28%

Modest growth with high ESOV

33%

Good growthwith high ESOV

26%

Strong growthwith high ESOV

9%

EXCEPTIONAL GROWTH with high ESOV

4%

All

Ads

Glo

bal N

orm

Predicted Share Growth for 10% points of Excess Share Of Voice

E m o ti o n - i n t o - A c ti o n ™ S c o r e

Sh

are

Gai

n Pr

edic

tion

1

0 ES

OV

poin

ts n

ot e

noug

h fo

r sha

re g

ain

| 1

0 ES

OV

poin

ts w

ill d

rive

shar

e ga

in

+0%points

+0.5%points

+1% points

+2%points

+3%points

Predicted share gain [assuming a 10% excess share of voice]

Average

©BrainJuicer® 6

Emotional Dynamism

% of

resp

onde

nts

ContemptDisgustAngerFearSadnessNeutralHappinessSurprise

Emotional Dynamism: Sum of all changes in emotion across every second of the video (excluding

neutrality gains)

Sharing and Click Potential: emotional dynamism is translated into a score for

sharing and click potential

TotalDynamism335

Dynamismnorm (90secs) 197

John Lewis Christmas Campaigns (2012-2015)

©BrainJuicer® 8

John Lewis Christmas | IPA Grand Prix Winner

Man on the Moon (2015)

Bear and the Hare (2013)The Journey (2012)

Monty the Penguin (2014)

£8 profit generated

per £1 spent across

campaignhttps://www.youtube.com/watch?v=0N8axp9nHNU https://www.youtube.com/watch?v=XqWig2WARb0

https://www.youtube.com/watch?v=0DPDIkuU_cY https://www.youtube.com/watch?v=wuz2ILq4UeA

©BrainJuicer® 9

Emotional advertising contributes to exceptional share growth

Shar

e Gr

owth

From IPA Paper The Gift that Keeps on Giving: John Lewis Christmas Advertising 2012-2015, adam&eveDDB

From 2012-2016, John

Lewis’s department store sales

grew by 5 ½ percentage

points

©BrainJuicer® 10

2012-2015 Share growth predictions for each ad versus actual growth

68 70 72 74 76 78 80 82 840

0.5

1

1.5

2

2.5

3

68 70 72 74 76 78 80 82 840

0.5

1

1.5

2

2.5% annual point share growth % annual point share growth

Our Modelled Prediction Actual

Emotion-into-Action Emotion-into-Action

Model assumes 10 ESOV points. Actual share of voice not available but ‘roughly equivalent for each ad in campaign’, Les Binet.

Correlation: 0.85

©BrainJuicer® 11

% o

f res

pond

entsContempt

Disgust

Anger

Fear

Sadness

Neutral

Happiness

Surprise

The emotional narrative | Monty The Penguin

Start 10s 20s 30s 40s 50s 60s 70s 80s 90s 100s 110s 120s 130s

The boy has a pet penguin!

Cute little boy and his best friend (penguin)

Reminds me of my childhood

It's heart warming

I like the music

Because the penguin is lonely

The penguin recognising human

affection

Sharing fun in the snow

Penguin wants a partner

A mate for the penguin

Its so lovely what the boy has done.

The happiness and warm glow lasts

throughout the adThis 5-Star ad resolves a large

amount of sadness,

successfully leaving viewers

happy at the end which is difficult

to do.

©BrainJuicer® 12

Contempt

Disgust

Anger

Fear

Sadness

Neutral

Happiness

Surprise

Monty the Penguin vs Man on the Moon: a different tone

Start 10s 20s 30s 40s 50s 60s 70s 80s 90s 100s 110s 120s 130s

Rated a 5-Star ad, Monty the Penguin told a story of happiness to sadness and back to

happiness, resulting in a successful resolution.

Rated only a 2-Star ad, Man on the Moon was less successful due to the amount of

sadness left unresolved.

2016 UK XMAS Ad Performance and Learnings http://feelmore.brainjuicer.com/uk/xmas16

©BrainJuicer® 14

68 73 78 82

UK

Nor

m 7

1

1-Star Christmas Ads 2016


B

rain

Juic

er A

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Effi

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cy

Spen

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ives

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Sp

end

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ffici

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o ho

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Spend maintains share*


28%


33%


26%


9%


4%

©BrainJuicer® 15

68 73 78 82

UK

Nor

m 7

1



B

rain

Juic

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Spen

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Sp

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28%


33%


26%


9%


4%

©BrainJuicer® 16

68 73 78 82

UK

Nor

m 7

1



B

rain

Juic

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d Te

sting

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Spen

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Sp

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28%


33%


26%


9%


4%

©BrainJuicer® 17

68 73 78 82

UK

Nor

m 7

1



B

rain

Juic

er A

d Te

sting

Effi

cien

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Spen

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28%


33%


26%


9%


4%

©BrainJuicer® 18

68 73 78 82

UK

Nor

m 7

1

The Christmas Five



28%


33%


26%


9%


4%

B

rain

Juic

er A

d Te

sting

Effi

cien

cy

Spen

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shar

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Sp

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are


The Greatest Gift

Home for Christmas

Amazing Christmas Carrot

Mrs Claus

Buster the Boxer

©BrainJuicer® 19

% o

f res

pond

entsContempt

Disgust

Anger

Fear

Sadness

Neutral

Happiness

SurpriseStart246 8101214161820222426283032343638404244464850525456586062646668707274767880828486889092949698100102104106108110112114116118120122124126128130132134136138140142144146148150152154156158160162164166168170172174176178180182184186188190192194196198

Sainsbury: The Greatest Gift |200 seconds

Happy and christmassy

already

Graphics and quality of ad

Comical

Tune is catchy

Amusing family turmoil

Relatable

Feel good feeling

I'm getting excited

Thought it was a toy shop ad

Accurate lyrics

It reminds me of all the things

that need doing

Sums up Christmas,

Christmas is for family

We don't realise just how being

there is important

It is so nice that the mans children have made a

gingerbread man of him

Problem solved!

If only we could do that

Happy ending!

Love the image of families together

Xmas is about family

Heart-warming that Sainsbury's is sponsoring St

Ormond Street Hospital

https://www.youtube.com/watch?v=bq5SGSCZe4E

The positives: the music, Christmas feelings, etc.

©BrainJuicer® 20

% o

f res

pond

entsContempt

Disgust

Anger

Fear

Sadness

Neutral

Happiness

SurpriseStart246 8101214161820222426283032343638404244464850525456586062646668707274767880828486889092949698100102104106108110112114116118120122124126128130132134136138140142144146148150152154156158160162164166168170172174176178180182184186188190192194196198

Sainsbury: The Greatest Gift |200 seconds

Annoying to see this advert a million times

before christmas

On a train

Bored

Very boring

Just plain bored now The queue

Patronising to old people

What is all this about?

Anxious

Get to the point !

I feel extremely guilty of how I spend my time and

the long hours I work away from my family.

Hideous change in key on the song

Now its getting ridiculous

Far too longhttps://www.youtube.com/watch?v=bq5SGSCZe4E

The negatives: too long, boring, and no resolution of the negatives at the end

©BrainJuicer® 21

% o

f res

pond

entsContempt

Disgust

Anger

Fear

Sadness

Neutral

Happiness

Surprise

Aldi: Amazing Christmas Carrot|60 seconds

XmasCute carrot

The joy on the carrot’s face! Interested

& curious

Because i like the poem and christmas

Advert makes you smile

Because it indicates that santa is about to arrive down the

chimney

Ouch. That's gotta hurt!

Amused

Funny

The carrot's voice was sweet and

amusing

Shows that Aldi sells champagne

Carrot reached its destination

I'm enjoying the 'story' of

the carrot

Carrot survives

I like the brand Aldi

It's for Aldi

That video appears to show a happy

ending

Happy all round

Feel sorry for carrot

Will the carrot end up in the dinner? Will the carrot

make it? Scared for the carrot

Sad the carrot has met a sad end

https://www.youtube.com/watch?v=aCZrWFrRgbQ

This 3-star ad takes viewers through a dramatic adventure of Kevin the Carrot but ends on a happy note.

©BrainJuicer® 22

% o

f res

pond

entsContempt

Disgust

Anger

Fear

Sadness

Neutral

Happiness

SurpriseStart 2 4 6 8 10 12 14 16 18 20 22 24 26 28 30 32 34 36 38 40 42 44 46 48 50 52 54 56 58 60 62 64 66 68 70 72 74 76 78 80 82 84 86 88 90

Waitrose: Home for Christmas|90 seconds

https://www.youtube.com/watch?v=xtKYdG9r0Pk

In this 4-Star ad, there are negative feelings but resolution of the negativity at the end leaves viewers with high levels of happiness.

©BrainJuicer® 23

% o

f res

pond

entsContempt

Disgust

Anger

Fear

Sadness

Neutral

Happiness

SurpriseStart 2 4 6 8 10 12 14 16 18 20 22 24 26 28 30 32 34 36 38 40 42 44 46 48 50 52 54 56 58 60 62 64 66 68 70 72 74 76 78 80 82 84 86 88 90


Looks quaint

Love robins

A clear sign of

Christmas

Ordinary scene and out popped a robin

The robin appeared in a dark landscape

Hmmm a mince pieHeld attention

Lovely scenery

Uplifting

SafeHe escaped the dangers

Love wildlife

Relief

Survival

Kindness left in the world

He's ok again ! Robin is not

dead !!!! Yayyyyy

He's fine!

Success

Ohh, a happy ending,beautiful

Where'd the other one come from

Two birds reunited.

Heartwamed

Christmas!

Happy for the girl, bird, and

the family

Looks cold and lonely

Girl looks worried

Sad for the boy

Poor little thing, feel empathy

Cold

Little robin getting

snowed on

I hope it doesn't get killed

Scared robin is going to get eaten

No! Please don't hurt the robin

Robin injured

Worried for the robin

https://www.youtube.com/watch?v=xtKYdG9r0Pk

Spirit of connection is delivered through this simple story of the robin.

©BrainJuicer® 24


Emotional Dynamism

% of

resp

onde

nts

ContemptDisgustAngerFearSadnessNeutralHappinessSurprise

Emotional Dynamism: Sum of all changes in emotion across every second of the video (excluding neutrality gains)

Sharing Potential: Based on Emotional Dynamism, emotional intensity and happiness vs norm

TotalDynamism335

Dynamismnorm (90secs) 197

Due to its high amount of dynamism, Home for Christmas

receives a 5 out of 5 for

Share Potential

©BrainJuicer® 25

% o

f res

pond

entsContempt

Disgust

Anger

Fear

Sadness

Neutral

Happiness

Surprise

John Lewis: Buster the Boxer|120 seconds

Love dogs

How cute!

I remember that christmas

eve feeling

Reminds me of mychildren

I feel nostalgic

Fox appears

Like the song

What will happen

Foxes are lovely

I think its cute the animals bouncing and wonder if they do that on my trampoline at night

Foxes bouncing - big smiles

Enjoying the music!

Whoaaaa

Lovely to see something different.

Something I didn't expect

Badger joining in - friendship, brilliant

Nice to see different animals together

Love the animals

Can't imagine someone letting their child jump on their bed to

this extent

The man works hard in

the cold

Done that to my

finger too

It's not very plausible

Poor buster not being able to join in

https://www.youtube.com/watch?v=sr6lr_VRsEo

Feeling happy and content

Dog's emotive face

Poor dog ... He wants a go

Yay buster!

Fantastic ad

I love seeing kids happy and

trampolines do just that!!

As the dog dashes past

Beaten to it by the dog - having a

great time at last

Cute dog finally had a chance to play

It's not very plausible

Poor dog

Sad for the dog watching from inside

All having a lovely time

With large amounts of positive emotion due to the animals

bouncing on the trampoline, the music and the

cinematic approach, JL achieves a 4-Star status with Buster.

©BrainJuicer® 26

% o

f res

pond

entsContempt

Disgust

Anger

Fear

Sadness

Neutral

Happiness

Surprise

M&S: Mrs. Claus| 180 seconds

The helicopter and her clothes

Not expecting this at all

I'm glad that she's going to

help him

Great icy scenery and use of

helicopter and snowmobile

Heart welling with joy.

Rudolph is a helicopter

Brings a tear to ones eyes

Heartwarming

Seeing siblings showing so much love

It feels very natural – they

really like each other

Lots of love around

Christmas

Warm and fuzzy inside

Mission accomplished!

Feel sorry for boy

Little boy thinks his wish will not

happen.

Gushy

https://www.youtube.com/watch?v=V5QPXhStb5I

Beautiful scenery and nice music

Happy festive scene

Why has she not shown the letter

Affection between the

two

Funny comment with Australia

Cute letter from a little

boy

Reminiscent of my childhood

Typical brother sister relationship.

Cute boy

A bit of a different style -

a glamorous Mrs Claus

Sister upset her best shoes ruined

As the highest rated ad for UK XMAS Ads, Mrs. Claus does a wonderful job of storytelling as it puts a modern twist on

the traditional Christmas story that

introduces sadness but successfully resolves it, keeping viewers highly

engaged.

©BrainJuicer® 27

Predicted versus Actual Sharing

Sharing Prediction YouTube Views Facebook SharesBuster the Boxer 19m 2.7% shares per viewMrs. Claus 6.7m 1.6% shares per view

Actual Sharing rateSh

arin

g Po

tenti

alOur sharing prediction model holds up well from previous Super Bowls and other viral data

Buster the Boxer does better than Mrs. Claus in YouTube views and Facebook sharing due to the judgement of expectation that accompanies the release of the John Lewis offering instead of judgements based on the actual ad.

They’ve created a momentum by delivering 5 years of XMAS ads.

©BrainJuicer® 28

The Five Learnings of Christmas

2016 is another emotional playing field - albeit with a different tone from 2015

1

Storytelling drives dynamism and engagement

Longer is not necessarily better

John Lewis has a challenger this year in M&S, but JL’s long-term strategy pays dividends

Using distinctive assets / tone creates annual anticipation helping dominate social media and sharing

2

4

5

3

Be sure to watch the top 10 UK XMAS Ads on FeelMore50™http://feelmore.brainjuicer.com/uk/xmas16 [email protected]

an update on uk xmas ads: 'tis the season for brand growth

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