Why CMOs Are Blind to 90% of Their Content Experience

It is best practice — and common — for marketers to pre-test human response of their premium video content. That typically includes big event-driven “tentpole” TV spots, like Super Bowl ads, and evergreen content that is designed to be relevant for a long period of time.

Beauty and the Best – How Heineken goes beyond face value to engage

Realeyes emotion data for Coca-Cola and Heineken ads

Acceptance. Tolerance. Inclusion. These are hot emotional topics these days when uncertainty reigns. It made me think about a few ads aired where brands have sought to take a stand.  

Coke and Airbnb are clear cases of beautiful videos with a clear message most of us probably want to buy into.  Unfortunately, they under-deliver on engaging viewers emotionally (positively or negatively) … to get attention; hold it; and ultimately leave a positive lasting impression.  Instead, these ads are more like wallpaper.  We agree it’s lovely when it’s pointed out to us.  But otherwise it doesn’t stand out and certainly won’t stick or get called to mind.

Conversely, Heineken ad gets our attention quickly and holds it by playing on our negative emotions as we listen to quite provocative opinions and beliefs.  It makes us wonder where this is going.  It makes us ask WTF because most of us probably disagree with at least some of it. BUT, unlike Skittles ‘Mother’s Day, which we discussed last week, we clearly pivot to strong positivity (happiness through shared relief and joy and laughter) to see the very inspirational (and probably aspirational ) resolution to the narrative … differences acknowledged with a desire to understand and focus on enjoying the common ground. 

This is an outcome easily made personal. ‘Personal’ is about engaging the viewer to agree/disagree and ultimately imagine how they would respond to ‘The Decision’. And, if I may, I can’t help but appreciate how the category slips into the story in such a natural way.  As such, it’s not an after-thought sponsoring a social message, the brand is more naturally just there. Bravo Heineken

Using emotion recognition and facial coding for video testing ensures your ad performance.

 

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How Oasis squeezed the pips out of their branded content

Realeyes emotion data for Papayon brand video

Oasis is the second most popular soft drink brand after Coca-Cola in France. In 2012 they launched its film “Be Fruit” created by French creative agency Marcel, using playful fruit based characters (animated by Wizz), which resulted in great social media success. A follow up in 2014 saw the release of the branded-content project: the Papayon Effect, aimed at 15 to 25 year olds.

IRN-BRU, could you swear that it’s a great ad?

It seems that February 2018 in the UK had a good run of successful bullish branding with Irn-Bru’s “Don’t be a can’t” and KFC’s, “FCK”. The latest ad, ‘Parents’ from Scottish drinks giant A.G. Barr has already attracted 9 complaints to the Advertising Standard Authority since airing. Despite the controversy, with an exceptionally high overall EmotionAll® score of 9 out of 10, UK viewers really enjoyed this ad.  

Twitter’s ad celebrates women during the Oscars with #HereWeAre

#PressForProgress is the theme for International Women’s Day that falls on March 8th every year – a global reminder of the momentum that’s striving for gender parity. Twitter’s new #HereWeAre campaign features a poem written and performed by Denice Frohman, “I heard a woman becomes herself the first time she speaks without permission”.