Slides from the presentation given by Brainjuicer's John Kearon at the IPA's Alliances Adaptathon on October 3rd 2013.
For more information visit http://www.ipa.co.uk/adapt.
1. 1
Which of these faces best expresses
how you feel about this idea?
To what degree did this
idea make you feel
[selected emotion]?
What was it about this idea
that made you feel this way?
[Uses patented MindReader®
to capture reasons]
Measuring Emotion with FaceTrace®
2. 2
Emotional Journey: Cadbury Dairy Milk Gorilla
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
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
62
64
66
68
70
72
74
76
78
80
82
84
86
88
90
seconds
Surprise
Happy
Neutral
Sadness
Fear
Anger
Disgust
Contempt
Brooding
uncertainty:
“Unsure”
“Music”
“Feel good advert”
“Don't understand what the
advert is for”
“Funny to see the gorilla”
“Not sure what i expected”
“Don't like a close up of the
gorillas nostrils!!”
“Love it”
“An ape playing the drums”
“Good music, good
chocolate!”
“Love Cadbury's
Chocolate!”
“It’s funny”
“It all comes together
and is amusing”
“Intrigued about how the
gorilla relates to the slogan
at the end”
“What’s it got to do with
chocolate?”
3. 3
Cadbury’s most effective ad ever…
12
6
65
43
16
43
5 5
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
CDM (Gorilla) Commercial ads norm
Contempt
Disgust
Anger
Fear
Sadness
Neutral
Happy
Surprise
2.17 1.33
-1
0
1
2
How easy it
is to
understand
How relevant
it is to you
How
persuasive
you found it
How much it
told you
about the
brand
CDM Gorilla UK TV ad test norm
Emotional
Intensity
(0 to +3)
Would NOT have been progressed on
usual information measures
WOULD have been progressed on
emotional engagement measures
Masterbrand payback 171% vs previous
campaigns
Revenue ROI of £4.88 for every £1
spent (vs £3.16 for previous persuasion
campaign)
Hardened price elasticity by 27%
4. 4
January 2013
0%
20%
40%
60%
80%
100%
trt %ofrespondentsSugarlump takes viewers on an emotional journey – but after the cliff
scene happiness does not rise to pre-cliff scene levels
Contempt
Disgust
Anger
Fear
Sadness
Neutral
Happiness
Surprise
the twinkle in the
ponies eye..
prepares you for
what’s coming.
it makes me smile
because the pony is
dancing
Dancing
pony
Cheers me
up Ha ha!
Moonwalking
Pony!
worried about
the pony going
over the cliff
happy pony
didn't go over
edge of cliff!!!
its just funny
that he stops for
the farmer, but
continues after.
Just loved the
whole concept
makes me smile
and feel happy
Showing Sugarlump without KOI
6. 6
68
73
78
82
Straight to Video Pedestrian BlockbusterMust SeeSolid Performance
Spend
maintains
share*
*assumes share of voice = share of market
Emotion-into-Action™ Score
Indication of Efficiency using Emotion-into-Action™ Score
Efficiency = share gain/extra share of voice
CDM Gorilla
ROI £1.85
IPA Silver
Tropicana
Breakfast in New York
ROI £1.83
IPA Silver
P&G Thank You Mom
30% higher ROI than P&G average
EFFIES Gold
‘Basketball’
3 Pony
7. 7
Guide to Transformational Advertising
Profit gain extremely likely
Share gain very likely
Reduced price sensitivity likely
Viral potential in some cases
Profit gain quite likely
Share gain likely
Profit gain possible
Share gain potential limited
Negative return on marketing
investment quite likely
Negative return on marketing
investment likely
ROI Index =
160-180
System
1 only
ROI Index =
115-120
System
1 + 2
Blockbuster
Must See
Solid
Performance
Pedestrian
Straight
to Video
8. 8
31%
26%
16%
Rational Ad Strategy Combined Emotional Ad Strategy
Campaign strategy
That’s why emotional campaigns outperform the rest…
% Reporting very large profit gains
‘Marketing in the Era of Accountability’, Binet & Field, IPA, 2008
“Emotional campaigns are
more effective & more
profitable than rational
campaigns - even in
'rational' categories…”
9. 9
And emotional campaigns twice as profitable in the long-term
43%
23%23%
Rational Ad Strategy Combined Emotional Ad Strategy
Campaign strategy
% Reporting very large profit gains
Campaigns lasting 3+ years
‘The Long and Short of It’, Binet & Field, IPA, 2013
“The longer the time
frame, the more
emotions drive profit”
10. 10
83,000
181,000
493,000
1-2 star ads 3-4 star ads 5 star ads
Base: 21 Super Bowl ads tested in ComMotion® (2012-2013)
Intense emotion = sharing
Average # online shares (Viral Video
Chart) within 3 weeks of Super Bowl
Notas del editor
And this ad was known by the client as the ad that saved the Cadbury’s brand, and no wonder – see how it outstrips our emotional norm. Yet the shocking truth is that if they’d believed the typical measures most ad pre-testers use, it would not have been launched. And indeed, there was a lot of heartache, agonising and wrangling before this ad was aired, because of the inconclusive standard pre-test that was carried out.