Emotional ad campaigns are for life, not just for Christmas!

Emotional ad campaigns create preference, lead to decisions and are about twice as effective as rational advertising. In order to stand out, and leave an impact on consumers, brands are continuing to push boundaries in their advertising.

This week our VP of Insights Becky Waring and our SVP of Data Sam Sherson gave a great talk on the main stage at Tech Retail in London on unlocking emotion in advertising. For those who missed it, we’ve taken some of the highlights from their talk and pulled out the key themes. 

Nike and LeBron James

This month Nike released a powerfully emotive ad as part of their ‘Just Do It’ 30th anniversary campaign. The new short film entitled ‘Dream Crazy’ features a number of athletes who are household names. All the athletes have leveraged the power of sport to help move the world forward.

On Labor Day Nike’s ad was launched in the US to huge debate and polarised opinion. This was mainly down to the use of Colin Kaepernick in their ads who controversially refused to stand during the American national anthem before NFL games.

According to Edison Trends, over the bank holiday weekend, online sales in the US for Nike grew an astonishing 31%. This demonstrates the power that emotional ad campaigns continue to have on audiences.

Driving sales with emotional ad campaigns

Using emotion to drive sales is a trend we continue to see across research studies. IPA ran a study around emotional advertising. They found that ‘emotional ad campaigns are more effective and more profitable than rational ad campaigns, even in rational categories’. 31% of emotional ad campaigns reported very large business effects after 1-2 years, compared to 16% for rational ads.

They also found that 43% of emotional ad campaigns reported very large business effects after 3 or more years. This was compared to just 23% for rational campaigns, indicating that ‘the longer the time frame, the more emotions drive profit’.

emotional ad campaigns vs rational ad campaigns chart

Nielsen ran a study in 2015 entitled Consumer Neuroscience. They found that ads with above average electroencephalogram scores delivered a 23% lift in sales volume, confirming the idea that emotions drive sales.

electroencephalogram scores

At Unruly, we tested thousands of videos and found an overwhelming correlation between emotional ad campaigns and sales.

correlation between emotional ad campaigns and sales

So how does it all work?

It was the great poet Maya Angelou who said, “People will forget what you said, people will forget what you did. But people will never forget how you made them feel.” 

We looked in our video testing database and analysed the UK retail category to uncover some powerful examples of the use of emotional advertising in this sector.

The most emotive retail ad we’ve ever tested in the UK is John Lewis’ ‘Buster the Boxer’ from Christmas 2016. However, with this being such a familiar example, we decided to look at a different emotive ad, ‘Come Home’ by German brand Edeka. Since this ad has been tested in both the UK and Germany, it gave us an opportunity to highlight how cultural differences affect emotional responses across different markets.

The video evoked a strong reaction in both countries. However, emotions ran much higher in Germany where people were more likely to feel surprise and shock. Whereas UK viewers were more likely to feel warmth. Our cultural analysis revealed that Germans have a more “concerned” cultural leaning than the UK. Meaning they worry about the impact that their behaviour has on themselves and others. Therefore the ad’s message of responsibility to others resonated particularly strongly in the ad’s native market.

Using objective frameworks

Without an objective framework like the one we used in our analysis, it can be very hard to know whether you have an accurate understanding of other cultures. This was illustrated at Tech Retail by playing a game with the audience to see if they could identify which markets were being described by the words “hurried, reserved, and restrained” vs “relaxed, uninhibited, and impulsive”. Becky revealed that these two seemingly opposing descriptions were in fact both referring to Americans. The first is how Mexicans see Americans, and the second is how they are perceived by the Japanese!

It became clear when ranking retail ads by emotional impact, that the top end of the chart was totally dominated by Christmas ads. So the analysis was split into “Christmas retail advertising” and “everyday retail advertising”. Outside of Christmas ads, retail advertising was considerably less emotive than the UK market norm. 11% lower than norm, whereas Christmas ads are 34% higher! Crucially, brand metrics like favourability (-17%) and intent to find out more (-7%) were also below par.

Becky and Sam’s closing advice for retailers?

Emotion is for life, not just for Christmas! Commit to an emotional ad strategy that is both long-term and consistent throughout the year. To this and your business will stand out in customers’ minds.

To find out more on how we use emotions to supercharge ad campaigns check out UnrulyEQ or get in touch with one of our team.

Unruly insights from Tech Retail

Every month Unruly scours the web for the best ads around – then puts them into this handy list so you can catch up with anything you’ve not seen. This weeks selection was guest curated by Bobbie Parker, who spent two weeks with the marketing team on work experience. 

July’s selection of ads are very different from one another with a variety of messages and emotions spread across each video.

It includes Apple presents us with a situation we’ve all been in and Calvin Klein explores empowering language for women. Also in this hit-list we have a romantic encounter from Orange, Smart Energy gives us a fly on the wall look at the home, and Coca-Cola shows us how the World Cup can bring a country together.

5. Smart Energy GB – “Powering Britain”

Smart Energy GB shows our relationship with electricity over a 24 hour period. It shows the humorous, romantic and routine things within our day. Not only does it highlight how much energy we use on a daily basis, but it also makes the case for why we should invest in a smart meter to keep track of our energy spending. Think of the planet people!

4. iPhone X – Memory – Apple  

Apple has given us this high stakes game show of an ad, which outlines how a separate password needed for every account can induce anxiety and panic! This ad gets very intense very quickly, with and shows an audience get increasingly tense about whether the hero can guess the correct answer. Fortunately all problems are solved with the brand new iPhone X and its new face ID. Phew!

3. Calvin Klein – Introducing ‘I Am Women’

Who runs the world? Girls. Calvin Klein is doing its bit for equality and empowerment by celebrating women in the name of its new fragrance. With Lupita Nyong’o and Saoirse Ronan in discussion, this video talks about how the phrase ‘I Am Woman’ not only represents an individual, but women of the whole world.

2. Coca-Cola – Fifa World Cup 2018

Coca-Cola has impressed us once again with another strong World Cup association. This time the soda brand shows how the World Cup can bring out the patriotic side of people, and how countries who are divided can join as one for a big sporting event. This ad shows that football is more than just a game, but something that promotes healthy competition and team spirit. 

1. Orange – Orange brings you closer to what matters most to you

Orange’s romantic way of representing their mobile network is beautifully shot and very striking. It shows a love story in which two individuals are separated by a great distance, and tracks their adventures as they follow the orange (as in ‘Orange’ – geddit?) rope to find each other. Aww sweet.

Watch more ads.

This month marks 10 years since Scott, Matt and myself started up Unruly.

From distributing our first campaign “Krumping – Matrix Style!” out of a leaky office in the Truman Brewery, in Shoreditch, (where it was *just about* possible to upload a video on the single ADSL line without crashing the system) to becoming a high-profile scale-up and part of the News family in 2015, the Unruly journey over the past decade has been incredible, exhilarating and beyond our wildest dreams.

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Beer brand dominates list of most popular Super Bowl ads, but 2011 Volkswagen ad “The Force” clings on to #1 spot in all-time list

January 14, 2015 – Despite Budweiser claiming three of the top four most shared ads of all time, Volkswagen’s 2011 spot “The Force” continues to hold onto the top spot, according to data released today by video ad technology company Unruly*.

The autos brand’s commercial, which features a mini Darth Vader, has attracted more online shares across social media than any other Super Bowl sponsor’s commercial (5,279,772 shares). However, the VW ad is no longer the most shared ad of all time after it was overtaken by Activia’s World Cup ad, “La, La, La” – featuring Colombian pop princess Shakira last summer (5,875,075) – after more than three years in the #1 position.

Budweiser appeared the most frequently on the all-time Super Bowl list, taking up almost a third of the top 10. Its tribute to the victims of 9/11 from Super Bowl 2002 (#2), featuring its famous Clydesdale horses, is the beer company’s most shared Super Bowl ad to date, attracting 3,480,685 million shares. The video trends every year around the anniversary of September 11.

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With over 40 million highly-engaged users and scores of celebrity Viners producing videos every day, Vine is a seriously hot platform at the moment.

However, it’s not always easy to find the most engaging content. So if you’re looking for inspiration, you’re in safe hands here. In just 36 seconds, you’ll know which brands are doing Vine right.

In this week’s round-up, we have skating Rs, carolling Vine stars and an origami catwalk.

Enjoy!

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As brands increasingly turn to Vine to connect meaningfully with their audiences, there is ever more potential to explore the platform’s creative possibilities.

However, with over 40 million registered users, it’s not always easy to find the most engaging content. So if you’re looking for inspiration, you’re in safe hands here: in just 36 seconds, you’ll know which brands are doing Vine right.

In this week’s round-up we watch sumos battle, see some vinyl-smashing shoes and finally learn how to remove sticker residue.

Enjoy!

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With over 40 million highly-engaged users and the introduction of ‘loops’ as an all new popularity metric, Vine is seriously hot stuff right now.

However, with floods of short-form content engulfing the Open Web, it’s not always easy to find the most engaging content. So if you’re looking for quality inspiration, you’re in safe hands here. In just 36 short seconds, you’ll know which brands are doing Vine just right.

In this week’s round-up we watch a mustachioed monkey, a headless Hyundai driver and a shocking mobile phone.

So cancel your plans for the next half-minute and enjoy!

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As Vine continues to have a huge impact on video marketing across the web, more and more brands are clamouring for their 6 seconds of fame.

But with a tidal wave of short-form content engulfing the Open Web, it’s not always easy to find the best of the bunch. So to help you find quality inspiration and liven up your hump day, Unruly has rounded up this week’s best branded Vines. The latest round of innovative short-form content includes the best basketball free throw you’ve ever seen, a wandering pen and a magic hole in one.

So cancel your plans for the next half-minute and enjoy!

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As more and more marketers realise the impact that short-form video can have, it’s no surprise that Vine is high up on every brand’s agenda.

But with a tidal wave of short-form content engulfing the Open Web, it’s not always easy to find the best of the bunch. So if you’re looking for quality inspiration, you’re in safe hands here. In just 36 short seconds, you’ll know which brands are doing Vine just right.

In this week’s round-up we witness a vanishing car, rouse a slumbering cat and go into the sky with diamonds.

Enjoy!

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New White Paper Shows How Disney Dominates Movies Sector Online With 26.1% Share Of Digital Buzz; Gives Key Insights on How Studios Can Use Video to Drive ROI

October 16, 2014 – A third of moviegoers claim they would buy a movie ticket after watching a trailer or ad online. That’s according to new research by marketing technology company Unruly, which also found that 28% of 1,050 web viewers surveyed said they would rent the film.

Consumers who share movie-related content are almost 6 times more likely to purchase a ticket than those who don’t.  However, the new report – called ‘The Science of Sharing: Movies’ – found the majority of online movie marketing campaigns are not being optimized for sharing across the social web.

Box office revenue in the US alone has slumped 8.8%, with a loss of over $1 billion over the past 24 months, putting increasing pressure on movie makers’ bottom line. The research, which analyzed the most shared movie promos from September 2013 to September 2014, provides actionable insights for studios looking to generate more ROI from their online marketing.

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