emotion and advertising: lessons from the ipa's effectiveness week

Emotion and Advertising: Lessons from Effectiveness WeekOrlando Wood | BrainJuicer

©BrainJuicer® 2

IPA’s Effectiveness Week 2016

Who is the IPA? The Institute of Practitioners of 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 Effectiveness Week? Every two years, the IPA hosts this conference

consisting of discussions of effectiveness cases, best practices and the issues facing the industry all while trying to promote effective marketing

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The Institute of Practitioners in Advertising

During the week, effectiveness awards for the short listed campaigns are announced.

For every award ceremony, the IPA produces a book, “Advertising Works”, featuring all of the effective case studies that are short-listed for an award

This results in long-term learning on effectiveness through interrogation of the effectiveness database

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Identifying best practice 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”.

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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

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+

BrainJuicer measures emotion using the seven universal

emotions as well as neutrality, and the intensity of each emotion

is translated into a score that predicts share growth.

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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

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Predicted Share Growth for 10% points of ESOV

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

Sh

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1

0 ES

OV

poin

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| 1

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+0%points

+0.5%points

+1% points

+2%points

+3%points

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

Average

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28%


33%


26%


9%


4%

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All

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IPA winners achieve stronger levels of emotional response


Sh

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1

0 ES

OV

poin

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| 1

0 ES

OV

poin

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+0%points

+0.5%points

+1% points

+2%points

+3%points


Databank winners 2006-

2016 in BrainJuicer databaseAverage

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28%


33%


26%


9%


4%

All

Ads

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An opportunity to understand best practice


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1

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| 1

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poin

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+0%points

+0.5%points

+1% points

+2%points

+3%points


1.7% points2016 IPA winners*

Average

*Those declaring ESOV and SOM change

Guinness Made of More2012 –

Character is a question of choice and it’s our deeds that reveal what we’re truly made of.

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Made of More | A Campaign that brought Guinness back to growth in 2015

Sapeurs (2014)

Clock (2013)Cloud (2012)

Basketball (2014) Rugby (2015)

Surge (2013)

UK Profit ROI: 1.2 UK Profit ROI: 1.4 UK Profit ROI: 2.1

UK Profit ROI: 2.6 UK Profit ROI: 2.3UK Profit ROI: 2.6

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Test early and often

1111

BrainJuicer with BBDO New York tested animatics of the ad. Early versions of the ad had a voiceover for the entire ad. BrainJuicer recommended to shorten the voiceover to increase emotional response.

After testing it again with little voiceover, emotional response improved, resulting in the final ad having much less voiceover than originally intended.

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% o

f res

pond

entsContempt

Disgust

Anger

Fear

Sadness

Neutral

Happiness

Surprise Start 2sec

4sec

6sec

8sec

10sec

12sec

14sec

16sec

18sec

20sec

22sec

24sec

26sec

28sec

30sec

32sec

34sec

36sec

38sec

40sec

42sec

44sec

46sec

48sec

50sec

52sec

54sec

56sec

58sec

60sec

The emotional narrative | Guinness Basketball

It seems like a feel-good ad about striving to overcome obstacles

they look like they are having fun

seeing people in wheelchairs It appears they

are fighting

a group of friends all disabled playing

basketball

thought someone might have been hurt falling

out of the chairhe fell

No idea they weren't all people

with a disability

for solidarity

love the word "friendship" as they all walk out the

door together

This was such a random switch from

basketball to beer

friends are great

I like the statement about the choices we make and the nature

of our character

This ad just makes you feel so good, gives you chills

https://www.youtube.com/watch?v=iiB3YNTcsAA

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Guinness Basketball | Predicted Share Growth for 10% points of ESOV


Sh

are

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1

0 ES

OV

poin

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| 1

0 ES

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poin

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rive

shar

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+0%points

+0.5%points

+1% points

+2%points

+3%points


GuinnessMade of More


28%


33%


26%


9%


4%

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Part of a campaign that brought Guinness back to growth in 2015

From IPA Paper An Effectiveness Story Made of More, Gallery & Sor, AMV BBDO

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Emotional Dynamism: Sum of all changes in emotion across every second of

the video (excluding

neutrality gains)

But emotion isn’t just for the long-term…

Guinness Basketball “Made of More” Ad

Start 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

% o

f res

pond

ents

ContemptDisgustAngerFearSadnessNeutralHappinessSurprise

TotalDynamism281

Dynamismnorm (60 secs)153

Guinness Basketball is a highly dynamic ad compared to the norm (dotted line in top graph).

Dynamism helps predict short-term effects in the digital area.

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Dynamism: Guinness Ad Compared to Two Other Ads%

of re

spon

dent

sContemptDisgustAngerFearSadnessNeutralHappinessSurprise

% of

resp

onde

nts

% o

f res

pond

ents

Dynamism: 71 Dynamism: 99 Dynamism: 281

3.7%1.6%1.2%Actual Sharing Rate

Mini Defy Labels Ad Dorito’s Dogs Ad Guinness Basketball “Made of More” Ad

Guinness is well ahead

of the other two ads in dynamism

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…dynamism explains both sharing and click-through rates%

of re

spon

dent

sContemptDisgustAngerFearSadnessNeutralHappinessSurprise

% of

resp

onde

nts

% of

resp

onde

nts

Dynamism: 71 Dynamism: 99 Dynamism: 281

3.7%1.6%1.2%Actual Sharing Rate

Mini Defy Labels Ad Dorito’s Dogs Ad Guinness Basketball “Made of More” Ad

Dynamism predicts

sharing and click-through rates on a

1-5 scale

John Lewis Christmas Ads2012 – 2016

Highly emotive tales of thoughtful gifting.

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John Lewis Christmas | The Campaign

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

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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

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% 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 ad

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

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All

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John Lewis | Predicted Share Growth for 10% points of excess share of voice


Sh

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+0%points

+0.5%points

+1% points

+2%points

+3%points



28%


33%


26%


9%


4%

Monty the Penguin 2014

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Share growth predictions for each ad vs actual

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

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Look to long-term share growth and ads that build on each other

Use growth-focused model to tell you where to spend your money

A model that explains growth, helps you create it

Test early and often to guide development

Create emotional dynamism for short-term and long-term benefits

[email protected]

emotion and advertising: lessons from the ipa's effectiveness week

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