An Update on UK XMAS Ads: 'Tis the Season for Brand Growth
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Transcript of An Update on UK XMAS Ads: 'Tis the Season for Brand Growth
2016 UK Christmas Advertising: Winners and LosersDavid Whitelam & Charlotte Kiddle| http://feelmore.brainjuicer.com/uk/xmas16
©BrainJuicer® 2
Identifying the most effective approach to large business effects with the IPA’s DataMINE
Who is the IPA? The Institute of Practitioners in Advertising Recognised as the world’s most influential professional body for practitioners in
advertising and marketing communications, providing thought leadership, best practice and continuous professional development.
What is DataMINE? A database that holds campaign case studies of award winners from Effectiveness
Week, allowing the cases to be analyzed and interrogated for best practices.
©BrainJuicer® 3
Identifying the most effective approach to large business effects with the IPA’s DataMINE
% Reporting very large profit gains, Campaigns lasting 3+ years
43%
23%
Rational Emotional
2.67
1.67
Lower Higher
No. of very large business effects generated
BrainJuicer, JAR March 2012
Business Effects courtesy of IPA
Declared Campaign Strategy Actual Emotional ResponseThe Long and Short of It
Binet & Field, Thinkbox, 2013
Data shows that highly emotional campaigns generate high levels of business effect. After all: “Feel Nothing, Do Nothing. Feel More, Buy More”.
©BrainJuicer® 4
15
35
25
555
51.70
5
Intensity Scoremeasured on a scale from 0 to +3
Constructing a model to predict share growth
Prediction of share growth
--
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--
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++
+
BrainJuicer measures emotion using the seven universal
emotions based on Paul Ekman’s research as well as neutrality, and
the intensity of each emotion is translated into a score that
predicts share growth.
The higher the star rating, the higher the share growth
©BrainJuicer® 5
68 73 78 82
NO GROWTH without huge ESOV
28%
Modest growth with high ESOV
33%
Good growthwith high ESOV
26%
Strong growthwith high ESOV
9%
EXCEPTIONAL GROWTH with high ESOV
4%
All
Ads
Glo
bal N
orm
Predicted Share Growth for 10% points of Excess Share Of Voice
E m o ti o n - i n t o - A c ti o n ™ S c o r e
Sh
are
Gai
n Pr
edic
tion
1
0 ES
OV
poin
ts n
ot e
noug
h fo
r sha
re g
ain
| 1
0 ES
OV
poin
ts w
ill d
rive
shar
e ga
in
+0%points
+0.5%points
+1% points
+2%points
+3%points
Predicted share gain [assuming a 10% excess share of voice]
Average
©BrainJuicer® 6
Emotional Dynamism
% of
resp
onde
nts
ContemptDisgustAngerFearSadnessNeutralHappinessSurprise
Emotional Dynamism: Sum of all changes in emotion across every second of the video (excluding
neutrality gains)
Sharing and Click Potential: emotional dynamism is translated into a score for
sharing and click potential
TotalDynamism335
Dynamismnorm (90secs) 197
John Lewis Christmas Campaigns (2012-2015)
©BrainJuicer® 8
John Lewis Christmas | IPA Grand Prix Winner
Man on the Moon (2015)
Bear and the Hare (2013)The Journey (2012)
Monty the Penguin (2014)
£8 profit generated
per £1 spent across
campaignhttps://www.youtube.com/watch?v=0N8axp9nHNU https://www.youtube.com/watch?v=XqWig2WARb0
https://www.youtube.com/watch?v=0DPDIkuU_cY https://www.youtube.com/watch?v=wuz2ILq4UeA
©BrainJuicer® 9
Emotional advertising contributes to exceptional share growth
Shar
e Gr
owth
From IPA Paper The Gift that Keeps on Giving: John Lewis Christmas Advertising 2012-2015, adam&eveDDB
From 2012-2016, John
Lewis’s department store sales
grew by 5 ½ percentage
points
©BrainJuicer® 10
2012-2015 Share growth predictions for each ad versus actual growth
68 70 72 74 76 78 80 82 840
0.5
1
1.5
2
2.5
3
68 70 72 74 76 78 80 82 840
0.5
1
1.5
2
2.5% annual point share growth % annual point share growth
Our Modelled Prediction Actual
Emotion-into-Action Emotion-into-Action
Model assumes 10 ESOV points. Actual share of voice not available but ‘roughly equivalent for each ad in campaign’, Les Binet.
Correlation: 0.85
©BrainJuicer® 11
% o
f res
pond
entsContempt
Disgust
Anger
Fear
Sadness
Neutral
Happiness
Surprise
The emotional narrative | Monty The Penguin
Start 10s 20s 30s 40s 50s 60s 70s 80s 90s 100s 110s 120s 130s
The boy has a pet penguin!
Cute little boy and his best friend (penguin)
Reminds me of my childhood
It's heart warming
I like the music
Because the penguin is lonely
The penguin recognising human
affection
Sharing fun in the snow
Penguin wants a partner
A mate for the penguin
Its so lovely what the boy has done.
The happiness and warm glow lasts
throughout the adThis 5-Star ad resolves a large
amount of sadness,
successfully leaving viewers
happy at the end which is difficult
to do.
©BrainJuicer® 12
Contempt
Disgust
Anger
Fear
Sadness
Neutral
Happiness
Surprise
Monty the Penguin vs Man on the Moon: a different tone
Start 10s 20s 30s 40s 50s 60s 70s 80s 90s 100s 110s 120s 130s
Rated a 5-Star ad, Monty the Penguin told a story of happiness to sadness and back to
happiness, resulting in a successful resolution.
Rated only a 2-Star ad, Man on the Moon was less successful due to the amount of
sadness left unresolved.
2016 UK XMAS Ad Performance and Learnings http://feelmore.brainjuicer.com/uk/xmas16
©BrainJuicer® 14
68 73 78 82
UK
Nor
m 7
1
1-Star Christmas Ads 2016
E m o ti o n - i n t o - A c ti o n ™ S c o r e
B
rain
Juic
er A
d Te
sting
Effi
cien
cy
Spen
d dr
ives
shar
e ga
in
Sp
end
insu
ffici
ent t
o ho
ld sh
are
Spend maintains share*
NO GROWTH without huge ESOV
28%
Modest growth with high ESOV
33%
Good growthwith high ESOV
26%
Strong growthwith high ESOV
9%
EXCEPTIONAL GROWTH with high ESOV
4%
©BrainJuicer® 15
68 73 78 82
UK
Nor
m 7
1
2-Star Christmas Ads 2016
E m o ti o n - i n t o - A c ti o n ™ S c o r e
B
rain
Juic
er A
d Te
sting
Effi
cien
cy
Spen
d dr
ives
shar
e ga
in
Sp
end
insu
ffici
ent t
o ho
ld sh
are
Spend maintains share*
NO GROWTH without huge ESOV
28%
Modest growth with high ESOV
33%
Good growthwith high ESOV
26%
Strong growthwith high ESOV
9%
EXCEPTIONAL GROWTH with high ESOV
4%
©BrainJuicer® 16
68 73 78 82
UK
Nor
m 7
1
3-Star Christmas Ads 2016
E m o ti o n - i n t o - A c ti o n ™ S c o r e
B
rain
Juic
er A
d Te
sting
Effi
cien
cy
Spen
d dr
ives
shar
e ga
in
Sp
end
insu
ffici
ent t
o ho
ld sh
are
Spend maintains share*
NO GROWTH without huge ESOV
28%
Modest growth with high ESOV
33%
Good growthwith high ESOV
26%
Strong growthwith high ESOV
9%
EXCEPTIONAL GROWTH with high ESOV
4%
©BrainJuicer® 17
68 73 78 82
UK
Nor
m 7
1
4-Star Christmas Ads 2016
E m o ti o n - i n t o - A c ti o n ™ S c o r e
B
rain
Juic
er A
d Te
sting
Effi
cien
cy
Spen
d dr
ives
shar
e ga
in
Sp
end
insu
ffici
ent t
o ho
ld sh
are
Spend maintains share*
NO GROWTH without huge ESOV
28%
Modest growth with high ESOV
33%
Good growthwith high ESOV
26%
Strong growthwith high ESOV
9%
EXCEPTIONAL GROWTH with high ESOV
4%
©BrainJuicer® 18
68 73 78 82
UK
Nor
m 7
1
The Christmas Five
E m o ti o n - i n t o - A c ti o n ™ S c o r e
NO GROWTH without huge ESOV
28%
Modest growth with high ESOV
33%
Good growthwith high ESOV
26%
Strong growthwith high ESOV
9%
EXCEPTIONAL GROWTH with high ESOV
4%
B
rain
Juic
er A
d Te
sting
Effi
cien
cy
Spen
d dr
ives
shar
e ga
in
Sp
end
insu
ffici
ent t
o ho
ld sh
are
Spend maintains share*
The Greatest Gift
Home for Christmas
Amazing Christmas Carrot
Mrs Claus
Buster the Boxer
©BrainJuicer® 19
% o
f res
pond
entsContempt
Disgust
Anger
Fear
Sadness
Neutral
Happiness
SurpriseStart246 8101214161820222426283032343638404244464850525456586062646668707274767880828486889092949698100102104106108110112114116118120122124126128130132134136138140142144146148150152154156158160162164166168170172174176178180182184186188190192194196198
Sainsbury: The Greatest Gift |200 seconds
Happy and christmassy
already
Graphics and quality of ad
Comical
Tune is catchy
Amusing family turmoil
Relatable
Feel good feeling
I'm getting excited
Thought it was a toy shop ad
Accurate lyrics
It reminds me of all the things
that need doing
Sums up Christmas,
Christmas is for family
We don't realise just how being
there is important
It is so nice that the mans children have made a
gingerbread man of him
Problem solved!
If only we could do that
Happy ending!
Love the image of families together
Xmas is about family
Heart-warming that Sainsbury's is sponsoring St
Ormond Street Hospital
https://www.youtube.com/watch?v=bq5SGSCZe4E
The positives: the music, Christmas feelings, etc.
©BrainJuicer® 20
% o
f res
pond
entsContempt
Disgust
Anger
Fear
Sadness
Neutral
Happiness
SurpriseStart246 8101214161820222426283032343638404244464850525456586062646668707274767880828486889092949698100102104106108110112114116118120122124126128130132134136138140142144146148150152154156158160162164166168170172174176178180182184186188190192194196198
Sainsbury: The Greatest Gift |200 seconds
Annoying to see this advert a million times
before christmas
On a train
Bored
Very boring
Just plain bored now The queue
Patronising to old people
What is all this about?
Anxious
Get to the point !
I feel extremely guilty of how I spend my time and
the long hours I work away from my family.
Hideous change in key on the song
Now its getting ridiculous
Far too longhttps://www.youtube.com/watch?v=bq5SGSCZe4E
The negatives: too long, boring, and no resolution of the negatives at the end
©BrainJuicer® 21
% o
f res
pond
entsContempt
Disgust
Anger
Fear
Sadness
Neutral
Happiness
Surprise
Aldi: Amazing Christmas Carrot|60 seconds
XmasCute carrot
The joy on the carrot’s face! Interested
& curious
Because i like the poem and christmas
Advert makes you smile
Because it indicates that santa is about to arrive down the
chimney
Ouch. That's gotta hurt!
Amused
Funny
The carrot's voice was sweet and
amusing
Shows that Aldi sells champagne
Carrot reached its destination
I'm enjoying the 'story' of
the carrot
Carrot survives
I like the brand Aldi
It's for Aldi
That video appears to show a happy
ending
Happy all round
Feel sorry for carrot
Will the carrot end up in the dinner? Will the carrot
make it? Scared for the carrot
Sad the carrot has met a sad end
https://www.youtube.com/watch?v=aCZrWFrRgbQ
This 3-star ad takes viewers through a dramatic adventure of Kevin the Carrot but ends on a happy note.
©BrainJuicer® 22
% o
f res
pond
entsContempt
Disgust
Anger
Fear
Sadness
Neutral
Happiness
SurpriseStart 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
Waitrose: Home for Christmas|90 seconds
https://www.youtube.com/watch?v=xtKYdG9r0Pk
In this 4-Star ad, there are negative feelings but resolution of the negativity at the end leaves viewers with high levels of happiness.
©BrainJuicer® 23
% o
f res
pond
entsContempt
Disgust
Anger
Fear
Sadness
Neutral
Happiness
SurpriseStart 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
Waitrose: Home for Christmas|90 seconds
Looks quaint
Love robins
A clear sign of
Christmas
Ordinary scene and out popped a robin
The robin appeared in a dark landscape
Hmmm a mince pieHeld attention
Lovely scenery
Uplifting
SafeHe escaped the dangers
Love wildlife
Relief
Survival
Kindness left in the world
He's ok again ! Robin is not
dead !!!! Yayyyyy
He's fine!
Success
Ohh, a happy ending,beautiful
Where'd the other one come from
Two birds reunited.
Heartwamed
Christmas!
Happy for the girl, bird, and
the family
Looks cold and lonely
Girl looks worried
Sad for the boy
Poor little thing, feel empathy
Cold
Little robin getting
snowed on
I hope it doesn't get killed
Scared robin is going to get eaten
No! Please don't hurt the robin
Robin injured
Worried for the robin
https://www.youtube.com/watch?v=xtKYdG9r0Pk
Spirit of connection is delivered through this simple story of the robin.
©BrainJuicer® 24
Waitrose: Home for Christmas|90 seconds
Emotional Dynamism
% of
resp
onde
nts
ContemptDisgustAngerFearSadnessNeutralHappinessSurprise
Emotional Dynamism: Sum of all changes in emotion across every second of the video (excluding neutrality gains)
Sharing Potential: Based on Emotional Dynamism, emotional intensity and happiness vs norm
TotalDynamism335
Dynamismnorm (90secs) 197
Due to its high amount of dynamism, Home for Christmas
receives a 5 out of 5 for
Share Potential
©BrainJuicer® 25
% o
f res
pond
entsContempt
Disgust
Anger
Fear
Sadness
Neutral
Happiness
Surprise
John Lewis: Buster the Boxer|120 seconds
Love dogs
How cute!
I remember that christmas
eve feeling
Reminds me of mychildren
I feel nostalgic
Fox appears
Like the song
What will happen
Foxes are lovely
I think its cute the animals bouncing and wonder if they do that on my trampoline at night
Foxes bouncing - big smiles
Enjoying the music!
Whoaaaa
Lovely to see something different.
Something I didn't expect
Badger joining in - friendship, brilliant
Nice to see different animals together
Love the animals
Can't imagine someone letting their child jump on their bed to
this extent
The man works hard in
the cold
Done that to my
finger too
It's not very plausible
Poor buster not being able to join in
https://www.youtube.com/watch?v=sr6lr_VRsEo
Feeling happy and content
Dog's emotive face
Poor dog ... He wants a go
Yay buster!
Fantastic ad
I love seeing kids happy and
trampolines do just that!!
As the dog dashes past
Beaten to it by the dog - having a
great time at last
Cute dog finally had a chance to play
It's not very plausible
Poor dog
Sad for the dog watching from inside
All having a lovely time
With large amounts of positive emotion due to the animals
bouncing on the trampoline, the music and the
cinematic approach, JL achieves a 4-Star status with Buster.
©BrainJuicer® 26
% o
f res
pond
entsContempt
Disgust
Anger
Fear
Sadness
Neutral
Happiness
Surprise
M&S: Mrs. Claus| 180 seconds
The helicopter and her clothes
Not expecting this at all
I'm glad that she's going to
help him
Great icy scenery and use of
helicopter and snowmobile
Heart welling with joy.
Rudolph is a helicopter
Brings a tear to ones eyes
Heartwarming
Seeing siblings showing so much love
It feels very natural – they
really like each other
Lots of love around
Christmas
Warm and fuzzy inside
Mission accomplished!
Feel sorry for boy
Little boy thinks his wish will not
happen.
Gushy
https://www.youtube.com/watch?v=V5QPXhStb5I
Beautiful scenery and nice music
Happy festive scene
Why has she not shown the letter
Affection between the
two
Funny comment with Australia
Cute letter from a little
boy
Reminiscent of my childhood
Typical brother sister relationship.
Cute boy
A bit of a different style -
a glamorous Mrs Claus
Sister upset her best shoes ruined
As the highest rated ad for UK XMAS Ads, Mrs. Claus does a wonderful job of storytelling as it puts a modern twist on
the traditional Christmas story that
introduces sadness but successfully resolves it, keeping viewers highly
engaged.
©BrainJuicer® 27
Predicted versus Actual Sharing
Sharing Prediction YouTube Views Facebook SharesBuster the Boxer 19m 2.7% shares per viewMrs. Claus 6.7m 1.6% shares per view
Actual Sharing rateSh
arin
g Po
tenti
alOur sharing prediction model holds up well from previous Super Bowls and other viral data
Buster the Boxer does better than Mrs. Claus in YouTube views and Facebook sharing due to the judgement of expectation that accompanies the release of the John Lewis offering instead of judgements based on the actual ad.
They’ve created a momentum by delivering 5 years of XMAS ads.
©BrainJuicer® 28
The Five Learnings of Christmas
2016 is another emotional playing field - albeit with a different tone from 2015
1
Storytelling drives dynamism and engagement
Longer is not necessarily better
John Lewis has a challenger this year in M&S, but JL’s long-term strategy pays dividends
Using distinctive assets / tone creates annual anticipation helping dominate social media and sharing
2
4
5
3
Be sure to watch the top 10 UK XMAS Ads on FeelMore50™http://feelmore.brainjuicer.com/uk/xmas16 [email protected]