Ian Forrester, the CEO of DAIVID, revealed the findings of this analysis in a session on the Creative Impact track at the Cannes Lions International Festival of Creativity.
“Emotions are the key drivers of campaign effectiveness,”
he explained.
How the study worked
DAIVID’s measurement platform was used to assess 606 videos from 362 campaigns that had been submitted to the WARC Awards for Effectiveness (WAFEs).
The content was tested by DAIVID’s Self-Serve solution, which uses a model – trained using millions of consumer data points – to predict the 39 distinct emotions evoked by an ad, how much attention it’s likely to generate and its expected impact on various brand and business metrics.
DAIVID’s platform also draws on technology that can identify creative elements such as objects, scenes, demographics/expressions, sound effects/music genres and dialogue sentiment/tone.
Which emotions yield the best results
- The analysis found that the strongest campaigns were more associated with “intense positive emotions” (59.2%).
- Among the leading emotional traits of content from prize-winning campaigns were admiration (15.1%), hope (10.6%) and awe (8%).
- The emotional traits most associated with driving hard metrics spanned inspiration (15.6%), satisfaction (11.7%) and knowledge (10.6%).
Links to the Creative Effectiveness Ladder
Additionally, the study looked at performance based on the Creative Effectiveness Ladder, a six-step framework for measuring campaign impact.
The top campaigns on the Ladder are “commercial triumphs”, which yield sustained sales success, and “enduring icons”, which deliver long-term brand and sales growth.
And campaigns in these categories are most associated with the emotions of warmth (23.1%), trust (8.5%) and calmness (12.0%).
Source: warc.com
