ADAPT: John Kearon, Brainjuicer
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ADAPT: John Kearon, Brainjuicer

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Slides from the presentation given by Brainjuicer's John Kearon at the IPA's Alliances Adaptathon on October 3rd 2013.

Slides from the presentation given by Brainjuicer's John Kearon at the IPA's Alliances Adaptathon on October 3rd 2013.

For more information visit http://www.ipa.co.uk/adapt.

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  • And this ad was known by the client as the ad that saved the Cadbury’s brand, and no wonder – see how it outstrips our emotional norm. Yet the shocking truth is that if they’d believed the typical measures most ad pre-testers use, it would not have been launched. And indeed, there was a lot of heartache, agonising and wrangling before this ad was aired, because of the inconclusive standard pre-test that was carried out.

ADAPT: John Kearon, Brainjuicer ADAPT: John Kearon, Brainjuicer Presentation Transcript

  • 1 Which of these faces best expresses how you feel about this idea? To what degree did this idea make you feel [selected emotion]? What was it about this idea that made you feel this way? [Uses patented MindReader® to capture reasons] Measuring Emotion with FaceTrace®
  • 2 Emotional Journey: Cadbury Dairy Milk Gorilla 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Start 2 4 6 8 10 12 14 16 18 20 22 24 26 28 30 32 34 36 38 40 42 44 46 48 50 52 54 56 58 60 62 64 66 68 70 72 74 76 78 80 82 84 86 88 90 seconds Surprise Happy Neutral Sadness Fear Anger Disgust Contempt Brooding uncertainty: “Unsure” “Music” “Feel good advert” “Don't understand what the advert is for” “Funny to see the gorilla” “Not sure what i expected” “Don't like a close up of the gorillas nostrils!!” “Love it” “An ape playing the drums” “Good music, good chocolate!” “Love Cadbury's Chocolate!” “It’s funny” “It all comes together and is amusing” “Intrigued about how the gorilla relates to the slogan at the end” “What’s it got to do with chocolate?”
  • 3 Cadbury’s most effective ad ever… 12 6 65 43 16 43 5 5 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% CDM (Gorilla) Commercial ads norm Contempt Disgust Anger Fear Sadness Neutral Happy Surprise 2.17 1.33 -1 0 1 2 How easy it is to understand How relevant it is to you How persuasive you found it How much it told you about the brand CDM Gorilla UK TV ad test norm Emotional Intensity (0 to +3) Would NOT have been progressed on usual information measures WOULD have been progressed on emotional engagement measures  Masterbrand payback 171% vs previous campaigns  Revenue ROI of £4.88 for every £1 spent (vs £3.16 for previous persuasion campaign)  Hardened price elasticity by 27%
  • 4 January 2013 0% 20% 40% 60% 80% 100% trt %ofrespondentsSugarlump takes viewers on an emotional journey – but after the cliff scene happiness does not rise to pre-cliff scene levels Contempt Disgust Anger Fear Sadness Neutral Happiness Surprise the twinkle in the ponies eye.. prepares you for what’s coming. it makes me smile because the pony is dancing Dancing pony Cheers me up Ha ha! Moonwalking Pony! worried about the pony going over the cliff happy pony didn't go over edge of cliff!!! its just funny that he stops for the farmer, but continues after. Just loved the whole concept makes me smile and feel happy Showing Sugarlump without KOI
  • Feb 2011 Guinness New Music Arrivals 5
  • 6 68 73 78 82 Straight to Video Pedestrian BlockbusterMust SeeSolid Performance Spend maintains  share* *assumes share of voice = share of market Emotion-into-Action™ Score Indication of Efficiency using Emotion-into-Action™ Score Efficiency = share gain/extra share of voice CDM Gorilla ROI £1.85 IPA Silver Tropicana Breakfast in New York ROI £1.83 IPA Silver P&G Thank You Mom 30% higher ROI than P&G average EFFIES Gold ‘Basketball’ 3 Pony
  • 7 Guide to Transformational Advertising Profit gain extremely likely Share gain very likely Reduced price sensitivity likely Viral potential in some cases Profit gain quite likely Share gain likely Profit gain possible Share gain potential limited Negative return on marketing investment quite likely Negative return on marketing investment likely ROI Index = 160-180 System 1 only ROI Index = 115-120 System 1 + 2 Blockbuster Must See Solid Performance Pedestrian Straight to Video
  • 8 31% 26% 16% Rational Ad Strategy Combined Emotional Ad Strategy Campaign strategy That’s why emotional campaigns outperform the rest… % Reporting very large profit gains ‘Marketing in the Era of Accountability’, Binet & Field, IPA, 2008 “Emotional campaigns are more effective & more profitable than rational campaigns - even in 'rational' categories…”
  • 9 And emotional campaigns twice as profitable in the long-term 43% 23%23% Rational Ad Strategy Combined Emotional Ad Strategy Campaign strategy % Reporting very large profit gains Campaigns lasting 3+ years ‘The Long and Short of It’, Binet & Field, IPA, 2013 “The longer the time frame, the more emotions drive profit”
  • 10 83,000 181,000 493,000 1-2 star ads 3-4 star ads 5 star ads Base: 21 Super Bowl ads tested in ComMotion® (2012-2013) Intense emotion = sharing Average # online shares (Viral Video Chart) within 3 weeks of Super Bowl