A good story is worth more than the words it takes to tell it
Bárbara Silva | May 3, 2018
Understanding what triggers emotional activation on different audiences is essential for an ad campaign to be successful. There are several components that we need to take into account, such as music (The late Oscar’s night show with…MindProber), to analyze the emotional impact of an ad, and it’s important to understand how each one helps create more engaging content. At the beginning of the year, we also referred a trend of 2018 – video as the king of advertising and content as the queen! More and more brands create ads following a clearly emotional and engaging trend story-line based on a well-structured narrative.
A good story which people relate to is more effective in changing attitudes than an ad focusing on the product or brand.
Following from this, we wanted to analyze ads that fall into this category, and present here some insights from an advertisement for a Portuguese retail brand (Jumbo / Auchan Portugal). The ad uses a very simple formula, that aims to engage its audience emotionally: a mother-daughter relationship, complicity, daily challenges, learning… in a journey that the brand helps to navigate.
We highlighted some interesting details from this ad:
- The biggest peak of emotional activation for women (yellow line), comes right after the moment of the greater density of negative declarative answers, meaning the moment was successful in engaging its target but the subjective evaluation of the ad probably wasn’t what was expected. We can see that, overall, men exhibited a more positive valence throughout the ad.
- Another curious aspect is the constant level of activation for men (blue line) during all ad, while in women, the arc of emotional activation is more oscillating. This indicates that the ad resonated more with the female audience in terms of emotional engagement but, as said before, that doesn’t translate directly to a more positive feedback towards the ad.
- At the end of the ad, there’s a new peak of positive declarative answers, coinciding with the moment when the brand and the ad message appear, which can usually be seen as the result of a summarizing effect coming from the exposure to the video, reinforcing the thesis – content is the queen.
Now, why would you leave all these details to luck and focus on post-hoc analysis instead of pre-testing your content with us?
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