Brand Purpose: Don’t 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 Performance 84% 3X 212%
Grand missions may not always lead to business success… Source: Scott Galloway, Business Insider, Sept 2019 5
When Purpose goes bad 6 Source: The Drum, 21 June 2019
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
Emotion AI can help us understand pre-conscious emotional responses to dynamic content Records faces from webcams in natural settings. Unobtrusive, scalable and easy Participant Facial Facial Expression Emotions/ turns on features expression aggregation cognitive webcam identified recognition whilst and analysis states watching an ad experienced The system codes for an array of expressions most relevant to marketing SURPRISE DISGUST SMILE BROW FURROW SENTIMENTAL SADNESS SMIRK 5
World’s largest emotion repository • 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 UNITED KINGDOM 446K CHINA 626K JAPAN GERMANY 52K USA 200K 1,581K VIETNAM MEXICO 131K 223K PHILIPPINES INDIA 218K BRAZIL 1,960K 232K THAILAND Leg Legend end 223K Top 10 countries INDONESIA Others 400K 10
Ads promoting ‘purpose’ tend to be no better than average Ease of Brand 'Power Brand Salience understanding Contribution' Persuasion Credibility Enjoyment 60 57 52 60 47 63 With 'Purpose' 56 57 55 58 60 52 Without 'Purpose' Source: Kantar Link Database. Measures expressed as percentiles: (100 = max, 50 = average) 15 Based on c.600 ads with Corporate / social / environmental message, and c, 20,000 ads without
Getting it right Authenticity Storytelling 16
A clear link to what the brand does is critical to landing a purposeful message Brand 'Power Ease of Contribution' understanding Brand Salience Persuasion Enjoyment Credibility With 'Purpose’ AND 79 72 63 76 81 63 Fits with Brand With 'Purpose’ 27 34 27 36 32 21 but weak Fit with Brand Source: Kantar Link Database. Measures expressed as percentiles vs global average: (100 = max, 50 = average) 17 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
Cannes Lions effectiveness winners highlight the power of walking the walk 18
Emotional storytelling raises creative power even further, especially in terms of engagement, salience and shareability Analysis of c.300 purposeful ads which fit the brand Brand 'Power Enjoyment Brand Salience Shareability Contribution ' With 'Purpose’, fit AND High 81 79 80 79 emotional power With 'Purpose’, fit 76 69 70 72 but Low emotional power Source: Kantar Link Database. Measures expressed as percentiles vs global average: (100 = max, 50 = average) 19 Each value based on c, 130 – 150 ads
@affectiva @kaliouby 16
Iceland’s spot generates strong emotions as viewers identify with the problem, and find hope in the message 21
Iceland / Greenpeace 'Rang-tan' 200 163 152 145 Surprise Involvement Smile Expressiveness 128 128 126 118 Persuasion Brand love Setting trends Believable Business outcomes: Sales up in key Christmas period; 800 items of media coverage; 18 million + views 20 Source: Kantar Christmas ads study 2018. Results indexed vs norms
Brand Purpose: You can’t fake it Authenticity is critical: A 'purpose' is for life, Your purpose should be not just for advertising something people value , something you can do , and ideally something only you can do Your campaign must These are topics that lend themselves to stories show how your – and showing, brand or business not telling , is critical to Emotionally-aware technology and insights delivers on the purpose landing the message and can help businesses bring people with them, building support and avoid damaging backlashes 24
Get in touch www.affectiva.com/contact-us/ info@kantar.com
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