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TVC Facial Coding - Example Report


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Turkish Airlines developed 2 viral online videos -Legends on Board and Selfie Shootout- to boost brand awareness. A critical KPI was the number of shares and likes on social media. The key questions are:
1.) Which video will be most effective?
2.) How can you further optimize the video?

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TVC Facial Coding - Example Report

  1. 1. 4/30/2015 Turkish Airlines Case Study Facial Coding Report 1
  2. 2. Case Turkish Airlines Turkish Airlines developed 2 viral online videos -Legends on Board and Selfie Shootout- to boost brand awareness. A critical KPI was the number of shares and likes on social media. The key questions are: 1) Which video will be most effective? 2) How can you further optimize the video? Whether a person will share or like an online video via social media dependents on their emotional connection with the video. EyeSee measured this emotional connection via online facial coding. This method maps emotions through facial expressions obtained via webcams. It is a fast, cost effective and scalable method to measure emotions without explicit questioning. The study indicated that Legends on Board as the clear winner: • Legends on Board evokes a) 20% more emotions, 2) and hooked the persons 11% faster • Legends on Board is very well build up and most emotions is show during the key scene • Selfie Shootout needs to be revised in the interval of 27sec and 45sec, as emotion drops. Background and issue Solution Main findings The social media stats supported our findings that Legends on board would perform best • Legends on Board was shared on social media 2 times more than Selfie Shootout • Even more each 80th viewer shared Legends on Board while each 200rd viewer shared the Selfie Shootout End results
  3. 3. 4/30/2015 Report
  4. 4. Turkish Airlines ads – Kobe and Messi Legends on Board Selfie Shootout 4/30/2015 4
  5. 5. Maximizing TV Commercial impact 4/30/2015 Brand & message association Emotional engagement Increased impact 5
  6. 6. Facial coding: scalable and cost effective measurement of emotions Facial coding measures emotions through facial expressions. Respondents are exposed to stimuli and 7 expressions are detected by algorithms: happiness, surprised, puzzled, disgusted, afraid, sad and neutral. The emotions are categorized into positive negative and neutral emotion. The main advantages of facial coding are: (1) it is not based on stated behavior (cf. surveys), (2) cost effective, fast and scalable (N>50) (cf. fMRI or EEG) and (3) second by second analysis EyeSee: experience + unique technology = actionable insights Experience Unique technology Actionable insights EyeSee is working for marketing and market research VPs of leading brands and our team exists out of former consultants at big MR firms. We have a unique technology to track peoples’ eyes and facial expressions with their laptops and webcams at home, resulting in fast and cost effective insights. EyeSee is revolutionizing the market research industry. We focus on actionable insights and improved marketing communication impact. Why facial coding? Why EyeSee? 4/30/2015 6
  7. 7. EyeSee provides both ET and FC insights Video of respondents during Facial Coding session Eye Tracking results – Live heatmap shows what respondents see while looking in screen Graphical output of recorded emotions during facial coding session 4/30/2015 7
  8. 8. Facial coding: how to analyze Evaluate the video on 3 KPIs: • 1st sign.: How fast do you engage the consumer? • Average emotion: How much emotion does the video evoke? • Highest emotion: What is the ‘emotional peak’? + quant survey or eye tracking Depending on scenes: • Is your main message shown on a peak? • Which scenes add (positive) emotion? • Which scenes decrease (positive) emotion? 4/30/2015 8
  9. 9. How it works: online with standard webcams and laptops Step 1: Upload stimuli Step 2: Recruiting respondents Step 3: Testing remotely Step 4: Analysis and reporting We upload your stimuli and program a webcam based eye tracking survey. Respondents are recruited to complete a survey with their PC & webcam at home The stimuli is exposed while eyes and facial expressions are tracked. A survey is filled out in the end Output is a report with detailed findings and recommendations.
  10. 10. Do Kobe & Messi generate emotional engagement? 4/30/2015 10
  11. 11. Legends on Board: Positive impact scenes 30.0 35.0 40.0 45.0 50.0 55.0 60.0 65.0 70.0 1 3 5 7 9 11 13 15 17 19 21 23 25 27 29 31 33 35 37 39 41 43 45 47 49 51 53 55 57 59 61 Positive emotion Neutral (50) Negative emotion second The first significant increase in mood shows at sec17 –when the competition between Kobe and Messi becomes clear. Throughout the ad one can notice how emotions increase gradually and achieves its highlight when the kid smiles with Messi's creation of an outstanding card pyramid. The mood peaks during the key message of Turkish Airlines occur due to the sudden change in plot – the unbeatable ice cream offering. 4/30/2015 11
  12. 12. Legends on Board: Scenes Scene Mood Description 0-17s 51 Description: the child enters the plane cabin and notices Messi and Kobe There is a slight increase in emotions when Messi appears for the first time in the TV commercial. At second 6, the smile of Messi increases the emotion, and when he smiles (6th second) there is a considerable increase of emotion. The impact of the Kobe’s appearance is neutral, because it increases positive emotions only for a part of the respondents, while the other shows confusion. 17s – 26s 58 Scene: the competition of attracting the child's attention When Messi tries to attract again the attention, everybody understands the contest between Kobe and Messi. This results in an increased happiness and decreased confusion. There is a small drop in mood at second 21, but it increases again when the child starts to smile. 26s – 42s 61 Scene: the competition of attracting the child's attention with unrelated activities Kobe tries to win the child's attention again with a house of cards. However this results in a decrease of mood –one of the reasons could be that building card houses has nothing to do with their sport skills. However emotions are raised again when Messi show casts an unrealistic fortress of cards. The following activities have limited impact on the status of mood. 42s – 50s 64 Scene: Turkish Airlines stewardess comes with an unbeatable offer! She is kindly offering a cup of ice cream to the boy. He is delighted, throws the ball away and grabs the ice cream. This results in an increase in mood and a peak of positive emotions. 50s–61s 61 Scene: Turkish Airlines logo with commercial message There is an decrease in mood during the commercial message. 4/30/2015 12
  13. 13. Turkish airlines: Selfie Shootout 30.0 35.0 40.0 45.0 50.0 55.0 60.0 65.0 70.0 1 3 5 7 9 11 13 15 17 19 21 23 25 27 29 31 33 35 37 39 41 43 45 47 49 51 53 55 57 59 61 Positive emotion Neutral (50) Negative emotion second We can find the first significant mood rise is at second 19 –when the Lion licks Kobe's expressive face. This It indicates that the previous scene is not clear enough (cf. shark). There is a decrease of emotion during the scenes in the mountains and Hollywood, but increases again when Messi takes a selfie and finds Kobe photobombing his picture. 4/30/2015 13
  14. 14. Selfie Shootout: Scenes 0-14s 50 Scene: Messi and Kobe are starting a selfie battle Respondents during the first segment of this ad are neutral. They are getting introduced to Messi and Kobe’s selfie battle. First ,Messi takes a selfie in Moscow, and Kobe in Beijing. 15s – 21s 53 Scene: the competition is heating up, underwater selfies Messi takes the challenge to the next level, while catching a plane to Maldives. During this scene ofthe ad, there is an improvement in the respondent’s mood because of the beautiful nature and the competition between sport stars becomes more clear. 22s – 25s 60 Scene: The competition is at its peak However, the real peak is when the Lion licks Kobe’s expressive face. This indicates that the shark scene is not clear enough or impressive enough. This scene evokes more emotions. 22s – 41s 55 Scenes: mountain and flying selfies + Messiwood Messi is climbing on the mountain, Kobe is paragliding. Messi tries to score a victory by taking a “Messiwood” picture. However, non of these scenes have the same impact as the lion which indicates that better scenes could have been selected or set up. 44s – 51s 59 Scene: Kobe’s victory! Messi is taking selfie with Haghia Sophia in the background, when suddenly Kobe jumps into the scene. Messi is confused. The mood level is high, but there could be a missed opportunity to let emotions peak with better interaction between Kobe and Messi. 51s–61s 56 Scene: Turkish Airlines logo with commercial message There is a decrease in mood during the commercial message, but it’s still above the average. Scene Mood Description 4/30/2015 14
  15. 15. Legends on Board vs. Selfie Shootout : KPI comparison 57.7 64.5 55.1 61.3 30 35 40 45 50 55 60 65 70 Average engagement Highest engagement Legends on Board Selfie Shootout • The first engagement scene in Legends on Boards starts at the 17th second and increases the mood to 5.8 points • The first notable engagement scene in Selfie Shootout starts at the 19th second and brings mood up from 52.6 to 55.6 points. • The highest engagement in the Selfie Shootout ad is shown at the middle of the ad (27th second) and peaks are shown again at the end of the ad (48th second). • On the other hand, the highest engagement peak in Legends on Board is at the 50th second, but there is also a similar engagement with a few more scenes, which is not the case with the Selfie Shootout ad. 52.6 52.6 5.8 3.0 58.4 55.6 First scene impact 4/30/2015 15
  16. 16. The Legends on Board ad is performing better than the Selfie Shootout ad: • Legends on Board (average 58) has in general with a stronger emotional engagement respondents, than Selfie Shootout (average 55) • The first emotional uplift occurs earlier in Legends on Board (sec 17) than in Selfie Shootout (sec 19) • The peak is much higher at the in Legends on Board (64) vs. Selfie Shootout (61) Legends on Board vs. Selfie Shootout 40.0 45.0 50.0 55.0 60.0 65.0 70.0 1 6 11 16 21 26 31 36 41 46 51 56 61 Selfie Shootout Legends on Board Positive emotion Neutral (50) Negative emotion 4/30/2015 16
  17. 17. Emotion-triggers scenes Legends on Board Winning- scene! This intimate moment between the big cat and the famous NBA player brought very positive engagement of our respondents. Selfie Shootout 7.sec 10.sec 17.sec 23.sec 28.sec 52.2 52.1 52.6 58.3 58.4Mood Time 3.sec 10.Sec 16.sec 19.sec 24.sec 50.6 48.6 52.1 52.6 61.3Mood Time 4/30/2015 17
  18. 18. Emotion-triggers scenes Legends on Board Selfie Shootout Kobe`s big smile brings skyrocketing value of happiness to viewers Kobe strikes again! This funny scene definitely puts a smile on our respondents faces. 34.sec 37.Sec 40.Sec 50.sec 59.sec 57.4 62.3 60.3 64.5 60.6Mood Time 26.sec 31.Sec 36.sec 46.sec 53.sec 60.7 58.2 55.2 60.1 56.4Mood Time 4/30/2015 18
  19. 19. Social media stats about the viral videos 1,294,029 44,337 496 652,970 27,305 69 0 400,000 800,000 1,200,000 1,600,000 Facebook Twitter Blogs Social media shares Legends on Board Selfie Shootout Release date: Legends on Board: 06.12 2012 - Selfie: 03.12.2013 Even with less YouTube views, the Legends on Board ad was shared twice as much as the Selfie Shootout ad. LoB was shared once per each 81 views, while the Selfie was shared once per 200 views. 4/30/2015 19
  20. 20. Conclusions • Legends on Board: • Constant growth of emotional engagement • Builds a strong relationship with viewers from the very beginning until the end of the ad. • Succeeds to emotionally engage viewers, which is possibly the main reason for great share/view ratio on YouTube. • Selfie Shootout: • Two scenes arose very high, positive emotional engagement • Although it has a solid emotional engagement trend, this ad didn’t succeed to maintain high positive engagement throughout the video • Comparison: • With constant and continuous building of emotional engagement throughout entire ad, Legends on Board established a stronger relationship with viewers, which results in a superior social network performance (when compared to Selfie Shootout) • Despite the fact that Selfie Shootout has recorded about 27% more views on YouTube, Legends on Board was shared twice as much as Selfie Shootout! 4/30/2015 20
  21. 21. Contact EyeSee to find out! For all questions please contact 4/30/2015 21