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Brand Purpose: Don’t fake it to make it
Graham Page, Global Managing Director of Media Analytics, Affectiva
Purpose is powerful, right?
Brand Purpose: Dont fake it to make it Graham Page, Global - - PowerPoint PPT Presentation
Brand Purpose: Dont fake it to make it Graham Page, Global - - PowerPoint PPT Presentation
Brand Purpose: Dont fake it to make it Graham Page, Global Managing Director of Media Analytics, Affectiva Purpose is powerful, right? Strong evidence for the value of brand purpose Consumer Employee Financial Demand Preference
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Strong evidence for the value of brand purpose
Employee Preference
3X
Consumer Demand
84%
Financial Performance
212%
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Grand missions may not always lead to business success…
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Source: Scott Galloway, Business Insider, Sept 2019
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When Purpose goes bad
Source: The Drum, 21 June 2019
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Why?
Do customers want purpose-filled brands? Sometimes. In some categories. Depending on how it is done. A lot of the time they don’t give a f*ck. And usually most segments will not pay more for the purpose-filled privilege even if they are theoretically in favour of it.
Mark Ritson
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Emotion AI can help us understand pre-conscious emotional responses to dynamic content
Records faces from webcams in natural settings. Unobtrusive, scalable and easy The system codes for an array of expressions most relevant to marketing
SURPRISE DISGUST SMILE BROW FURROW Emotions/ cognitive states experienced Expression aggregation and analysis Facial expression recognition whilst watching an ad Participant turns on webcam Facial features identified SMIRK SADNESS SENTIMENTAL
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- 5 billion frames captured from 8.5 million faces, 45k ads tested to date
- Diverse in ages, gender, ethnicity and culture – 90 countries
- Captured in real world conditions
USA 1,581K MEXICO 223K BRAZIL 232K GERMANY 200K UNITED KINGDOM 446K CHINA 626K JAPAN 52K VIETNAM 131K PHILIPPINES 218K INDONESIA 400K THAILAND 223K INDIA 1,960K Top 10 countries Others Leg Legend end
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World’s largest emotion repository
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Ads promoting ‘purpose’ tend to be no better than average
Source: Kantar Link Database. Measures expressed as percentiles: (100 = max, 50 = average) Based on c.600 ads with Corporate / social / environmental message, and c, 20,000 ads without
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Brand 'Power Contribution'
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With 'Purpose' Without 'Purpose' Brand Salience
57 58 60
Enjoyment
57 63
Credibility
60 47
Ease of understanding
52 52
Persuasion
56
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Getting it right Authenticity Storytelling
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A clear link to what the brand does is critical to landing a purposeful message
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Brand 'Power Contribution'
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With 'Purpose’ AND Fits with Brand With 'Purpose’ but weak Fit with Brand Brand Salience
72 36 63
Persuasion
27 76
Enjoyment
34 81
Credibility
32 63
Ease of understanding
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Source: Kantar Link Database. Measures expressed as percentiles vs global average: (100 = max, 50 = average) Based on c.250 'purposeful' ads that viewers say fit with the brand, and c. 200 'purposeful' ads that they say do not fit with the brand
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Cannes Lions effectiveness winners highlight the power of walking the walk
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Emotional storytelling raises creative power even further, especially in terms
- f engagement, salience and shareability
With 'Purpose’, fit AND High emotional power With 'Purpose’, fit but Low emotional power
Source: Kantar Link Database. Measures expressed as percentiles vs global average: (100 = max, 50 = average) Each value based on c, 130 – 150 ads
Brand 'Power Contribution'
81 76
Brand Salience
79 69 70 79
Shareability
72
Enjoyment
80
Analysis of c.300 purposeful ads which fit the brand
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@affectiva @kaliouby
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Iceland’s spot generates strong emotions as viewers identify with the problem, and find hope in the message
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Source: Kantar Christmas ads study 2018. Results indexed vs norms
Iceland / Greenpeace 'Rang-tan'
Business outcomes: Sales up in key Christmas period; 800 items of media coverage; 18 million + views
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Expressiveness
152
Smile
163
Involvement
126
Setting trends
118
Believable
200
Surprise
128
Brand love
128
Persuasion
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A 'purpose' is for life, not just for advertising Authenticity is critical: Your purpose should be something people value, something you can do, and ideally something only you can do These are topics that lend themselves to stories – and showing, not telling, is critical to landing the message and building support
Your campaign must show how your brand or business delivers on the purpose
Brand Purpose: You can’t fake it
Emotionally-aware technology and insights can help businesses bring people with them, and avoid damaging backlashes
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Get in touch www.affectiva.com/contact-us/ info@kantar.com