What Makes Ads Go Viral... and How to Test for It! - BrainJuicer
What Makes Ads Go Viral... and How to Test for It! - BrainJuicer
What Makes Ads Go Viral... and How to Test for It! - BrainJuicer
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<strong>What</strong> <strong>Makes</strong> <strong>Ads</strong> <strong>Go</strong> <strong>Viral</strong>...<br />
<strong>and</strong> <strong>How</strong> <strong>to</strong> <strong>Test</strong> <strong>for</strong> <strong>It</strong>!<br />
Tom Ewing, <strong>BrainJuicer</strong><br />
1
Human behaviour driven by two decision-making Systems, 1 & 2 …<br />
“We are not thinking<br />
machines that feel;<br />
we are feeling<br />
machines that think”<br />
An<strong>to</strong>nio Damasio<br />
System 2<br />
System 1<br />
Slow<br />
Explicit<br />
Analytical<br />
Ef<strong>for</strong>tful<br />
Cognitive<br />
Propositional<br />
Conscious<br />
Fast<br />
Implicit<br />
Experiential<br />
Instinctive<br />
Emotional<br />
Metaphoric<br />
Unconscious<br />
3
V large profit gains (% reporting)<br />
Emotional campaigns outper<strong>for</strong>m rational, info-based campaigns…<br />
“Emotional advertising campaigns are more effective & more profitable than<br />
rational campaigns - even in 'rational' categories…”<br />
35%<br />
30%<br />
31%<br />
25%<br />
20%<br />
15%<br />
10%<br />
5%<br />
0%<br />
26%<br />
16%<br />
Emotional Ad Strategy Combined Rational Ad Strategy<br />
Campaign strategy<br />
Les Binet & Peter Field<br />
Marketing in the Era of<br />
Accountability, 2007<br />
(IPA dataMINE analysis study on<br />
880 case studies).<br />
“…The most effective advertisements of all are those<br />
with little or no rational content”<br />
4
Using FaceTrace® <strong>to</strong> measure emotional appeal (System 1)<br />
Which of these faces best expresses<br />
how you feel about the advert you saw?<br />
To what degree does this<br />
advert make you feel [selected<br />
emotion]?<br />
<strong>What</strong> is it about this advert<br />
that makes you feel<br />
[selected emotion]?<br />
[Uses patented<br />
MindReader®<br />
<strong>to</strong> capture reasons]
Emotion-in<strong>to</strong>-Action score is the best predic<strong>to</strong>r of Ad Effectiveness<br />
Traditional KPIs actually discriminate against most effective ads…<br />
Average number of very large business effects achieved <strong>for</strong> <strong>to</strong>p<br />
<strong>and</strong> bot<strong>to</strong>m 9 ads when ordered on each measure<br />
3<br />
2.67<br />
2.56<br />
2.56<br />
2.33<br />
2.33<br />
2<br />
1.67<br />
2.00<br />
1.78<br />
2.00<br />
1.78<br />
1<br />
Best 9<br />
<strong>Ads</strong><br />
Bot<strong>to</strong>m 9<br />
<strong>Ads</strong><br />
Best 9<br />
<strong>Ads</strong><br />
Bot<strong>to</strong>m 9<br />
<strong>Ads</strong><br />
Best 9<br />
<strong>Ads</strong><br />
Bot<strong>to</strong>m 9<br />
<strong>Ads</strong><br />
Best 9<br />
<strong>Ads</strong><br />
Bot<strong>to</strong>m 9<br />
<strong>Ads</strong><br />
Best 9<br />
<strong>Ads</strong><br />
Bot<strong>to</strong>m 9<br />
<strong>Ads</strong><br />
Emotion-in<strong>to</strong>-<br />
Action<br />
Persuasion<br />
Established Industry<br />
Cut-through<br />
Measure Equivalent<br />
Base: 18 ads <strong>for</strong> which business effectiveness data is available from the IPA<br />
Br<strong>and</strong> Linkage<br />
Specific<br />
Key Message<br />
= on Message<br />
6
Explaining humanity?<br />
Explaining advertising that delivers business success<br />
Emotion<br />
Br<strong>and</strong> recall, message<br />
take-out, persuasion…<br />
7
Guide <strong>to</strong> Likely Business Effects<br />
Blockbuster<br />
Profit gain extremely likely<br />
Share gain very likely<br />
Reduction in price sensitivity likely<br />
Must See<br />
Solid Per<strong>for</strong>mance<br />
Pedestrian<br />
Profit gain quite likely<br />
Share gain likely<br />
Profit gain possible<br />
Share gain potential limited<br />
Negative return on marketing investment quite<br />
likely<br />
Straight <strong>to</strong> Video<br />
Negative return on marketing investment likely<br />
8 8
Efficiency<br />
T-Mobile: Life’s For Sharing - A Highly Efficient Ad<br />
Blockbuster<br />
Must See<br />
Solid<br />
Per<strong>for</strong>mance<br />
60 65 70 75 80 85 90<br />
Pedestrian<br />
Straight<br />
<strong>to</strong> Video<br />
Emotion-in<strong>to</strong>-Action Score
Of course, it was successful in another way….<br />
10
ComMotion Index : <strong>What</strong> <strong>Makes</strong> <strong>Ads</strong> <strong>Go</strong><br />
<strong>Viral</strong>?<br />
11<br />
Date
The Perfect <strong>Viral</strong> Labora<strong>to</strong>ry<br />
Gurning gridiron guy
The 2012 Super Bowl <strong>Ads</strong><br />
‘The Dog Strikes Back’<br />
Coca-Cola ‘Arghh’<br />
‘The Bark Side’<br />
Coca-Cola ‘Catch’<br />
Coca-Cola ‘Superstition’<br />
‘Halftime in America’<br />
‘Confidence You’<br />
‘Just My Shell’<br />
‘Day Off’
We had a hunch emotional intensity was linked <strong>to</strong> sharing…
No. of Shares<br />
Eureka! Moment<br />
Correlation Between No. of Shares <strong>and</strong> <strong>BrainJuicer</strong>’s<br />
ComMotion Index<br />
800,000<br />
700,000<br />
VW's The Bark Side<br />
600,000<br />
500,000<br />
400,000<br />
300,000<br />
200,000<br />
100,000<br />
0<br />
VW's The Dog Strikes<br />
Back<br />
Cars.com's Confident<br />
Chrysler's Half-time in<br />
You<br />
America<br />
Coca Cola's Catch<br />
Coca Cola's Superstition Coca Cola's Arghh<br />
M&M's Just My Shell<br />
Honda's Day Off<br />
<strong>BrainJuicer</strong>® ComMotion Index<br />
Sharing Data taken from <strong>Viral</strong> Video Chart website (as of 23 Feb 2012)
So…<strong>What</strong>’s The Secret Formula?<br />
YOU NEED<br />
AND<br />
WITH A<br />
LITTLE<br />
BIT OF
% of respondents<br />
To Share Or Not To Share? Volkswagen vs. Chrysler<br />
100%<br />
90%<br />
1.61 1.31<br />
4 3<br />
3 4<br />
01 01<br />
6<br />
Intensity Score<br />
measured on a<br />
scale from 0 <strong>to</strong> +3<br />
Contempt<br />
80%<br />
Disgust<br />
70%<br />
60%<br />
35<br />
40<br />
Anger<br />
50%<br />
Fear<br />
40%<br />
41<br />
Sadness<br />
30%<br />
20%<br />
35<br />
Neutral<br />
10%<br />
16<br />
10<br />
Happiness<br />
0%<br />
The Bark Side (Volkswagen)<br />
Halftime In America (Chrysler)<br />
Surprise<br />
17<br />
Total Sample: 150
Further Validation
The Index Correlates With More Than Just Shares<br />
0.85<br />
Shares (VVC)<br />
0.88<br />
YouTube Likes<br />
0.72<br />
YouTube Views
Predicting Free Media Bounce with the ComMotion Index Score
Free! Media Bounce: Super Bowl 2012 <strong>Ads</strong><br />
VW ‘The Bark Side’<br />
797,648 shares<br />
M&M ‘Just My Shell’<br />
540,185 shares<br />
VW ‘The Dog Strikes Back’<br />
274,040 shares<br />
Chrysler<br />
‘Halftime in America’<br />
63,566 shares<br />
All time shares quoted from Unruly’s <strong>Viral</strong> Video Chart as of 23/04/2012
Beyond The Super Bowl: Further<br />
Exploration<br />
22<br />
Date
% of respondents<br />
High-Volume Sharing: TNT’s “Push To Add Drama”<br />
100%<br />
90%<br />
2.39<br />
2<br />
2<br />
010<br />
10<br />
Intensity Score<br />
on<br />
a scale 0 <strong>to</strong> +3<br />
Contempt<br />
80%<br />
Disgust<br />
70%<br />
60%<br />
42<br />
Anger<br />
50%<br />
Fear<br />
40%<br />
Sadness<br />
30%<br />
20%<br />
10%<br />
0%<br />
44<br />
TNT (150)<br />
Neutral<br />
Happiness<br />
Surprise
Interactive <strong>Ads</strong>: BA’s “Home Advantage”<br />
St<strong>and</strong>ard Ad<br />
A plane drives around<br />
London streets<br />
CMI = 116<br />
Interactive Ad<br />
Put in postcode <strong>and</strong> plane<br />
drives down YOUR street.<br />
CMI = 193<br />
c. 2000 Twitter shares<br />
c. 10,000 Twitter shares<br />
24
% of respondents<br />
Non-Profit/Charitable <strong>Ads</strong>: KONY 2012<br />
100%<br />
90%<br />
80%<br />
70%<br />
2.05 1.88 2.41<br />
6 4<br />
8<br />
2<br />
7<br />
9<br />
8<br />
14<br />
4<br />
18<br />
3<br />
Intensity Score on<br />
a scale 0 <strong>to</strong> +3<br />
Contempt<br />
Disgust<br />
Anger<br />
60%<br />
50%<br />
22<br />
26<br />
32<br />
Fear<br />
40%<br />
15 19<br />
5<br />
Sadness<br />
30%<br />
24<br />
Neutral<br />
20%<br />
10%<br />
0%<br />
13 11<br />
16 16 17<br />
USA (125) GER (122) BRA (102)<br />
Happiness<br />
Surprise<br />
25
% of respondents<br />
Emotional Extremes: The Most Disgusting Ad In The World<br />
2.09<br />
3<br />
Intensity Score<br />
measured on a scale<br />
from 0 <strong>to</strong> +3<br />
Contempt<br />
Disgust<br />
65<br />
Anger<br />
Fear<br />
Sadness<br />
01<br />
3<br />
Neutral<br />
Happy<br />
17<br />
Surprise<br />
3<br />
9
Efficiency<br />
Efficiency vs. <strong>Viral</strong>ity? <strong>Go</strong>rilla vs. Tropicana<br />
Blockbuster<br />
Must See<br />
Solid<br />
Per<strong>for</strong>mance<br />
60 65 70 75 80 85 90<br />
Pedestrian<br />
Straight<br />
<strong>to</strong> Video<br />
CDM <strong>Go</strong>rilla<br />
ROI £1.85*<br />
IPA Silver<br />
Tropicana<br />
Breakfast in New<br />
York<br />
ROI £1.83<br />
IPA Silver<br />
Emotion-in<strong>to</strong>-Action Score
Social Proof: Does sharing make ads<br />
better?<br />
28<br />
Date
% of respondents<br />
Sharing <strong>Makes</strong> Your Ad (A Little) Better<br />
100%<br />
1.43 1.55<br />
4 3<br />
2 0<br />
3<br />
10<br />
<br />
Intensity Score<br />
measured on a<br />
scale from 0 <strong>to</strong> +3<br />
Contempt<br />
80%<br />
37 33<br />
Disgust<br />
Anger<br />
60%<br />
Fear<br />
40%<br />
45<br />
47<br />
Sadness<br />
Neutral<br />
20%<br />
Happy<br />
0%<br />
July 2012<br />
11 13<br />
Seen Cold (472) Seen as Shared (472)<br />
All 8 ads<br />
Significance Level: = 95%<br />
Surprise<br />
29
% of respondents<br />
Sharing Drives Sharing<br />
60<br />
Def/Prob<br />
would share<br />
(<strong>to</strong>p 5 box)<br />
40<br />
20<br />
43<br />
50<br />
<br />
0<br />
Total Seen Cold (472) Total seen shared (472)<br />
July 2012 *11 point scale: +5 definitely share <strong>to</strong> -5 definitely not share<br />
All 8 ads<br />
Significance Level: = 95%<br />
30
So… <strong>What</strong> Does <strong>It</strong> All Mean?<br />
31<br />
Date
For Fame And Fortune (And Sharing) – Embrace Emotion!<br />
YOU NEED<br />
AND<br />
WITH A<br />
LITTLE<br />
BIT OF
Contact Us<br />
Tom Ewing: <strong>to</strong>m.ewing@brainjuicer.com<br />
Orl<strong>and</strong>o Wood: orl<strong>and</strong>o.wood@brainjuicer.com<br />
33<br />
Date
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