Emotional ads – we love ‘em. The ponies, the babies, the wheelchair basketballers, the epic soundtracks and hilarious gags. If you’ve read anything by BrainJuicer, you’re probably aware that we are proud believers in ads that make you feel something.
Thank You, Mom (P&G): An emotional ad. A great campaign.
But there’s a problem. A single 5-Star famous ad can change a company’s fortunes. But a single ad rarely performs to its potential with no help. As channels of communication proliferate, and our understanding of how people use them grows, focus is shifting from ads to campaigns: just this month, WARC launched its WARC 100 list to celebrate effective campaigns across every channel.
Emotion still works. But making emotion last over the length of a campaign is a different job from making an emotional ad. Give a good ad the right back-up – continued broadcast, online seeding, multi-channel execution, interactive and in-store executions, packaging tie-ins and other approaches – and it can end up making more money than a great ad which never got the sustained support it deserved.
(That’s one reason we shout so much about 5-Star ads – anyone can find average ads that you can spend into being quite good. We’re all about trying to find the ideas that really demand that investment – the ones that make you famous.)
Next Tuesday, Gabriel Aleixo from our Sao Paolo office will be presenting a webinar on how BrainJuicer approaches campaign tracking, drawing on some successful work in Brazil over the last few years.
As you’d expect, emotion is at the heart. How brands make you feel over the course of a campaign is central to our approach – and we use a range of measures to get at that. But because this is a campaign, we have to be able to measure it at every touchpoint – and that’s where mobile devices come in, particularly the mobile ethnography expertise we’ve developed in our Juice Generation qualitative team.
If you want to know more about BrainJuicer’s methods and results, do please sign up for the Webinar on System 1 Brand Tracking. We’d love to have you listening in.