Speaker one Karen Armstrong - FIA
Transcript of Speaker one Karen Armstrong - FIA
Digital Trends & InnovationGetting to the heart of giving
Speaker oneKaren Armstrong
Speaker twoGavin Coopey
Getting to the heart of giving
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What’s Neuromarketing
Neuromarketing is the study of how people's brains respond to advertising and other brand-related messages by scientifically monitoring brainwave activity, eye-tracking and skin response.
In some cases, the brain responses measured by these techniques may not be consciously perceived by the subject
Neuroscience
Behavioural Economics
Sociology
It works because
Identifiable victim
Small et al. 2007
Emotions create impact
The Institute of Practitioners in Advertising UK
Because …1. Process emotional input without cognitive
processing 2. Brain’s more powerful recording of
emotional stimuli
"Brand Immortality“ Pringle and Field
Memorable Experiences
Fame, Feeling and Fluency
System 1 Group
Awareness Emotions Memorable
The best emotional campaigns in the world
7 of the top ads were released for digital distribution
The best emotional campaigns in Asia Pacific
Motista: Measured emotional
connection 2 years
100,000 US consumers 100 brands 2016 - 2018
2 X Spend
3 X Lifetime value
1.5 X longer time
engagement
4 X recommend
An Emotional Connection occurs when a
consumer connects their values, desires or
aspirations to a brand.
I am inspired by a desire to: Leverage by …
Stand out from the crowd SPECIAL: Project a unique social identity
Have confidence in the future POSITIVITY: Perceive the future as better than the past
Enjoy a sense of well-being BALANCE: Life meets expectations. Stress-free without conflict.
Feel a sense of freedom INDEPENDENCE: Act freely
Feel a sense of thrill EXCITED: Visceral, overwhelming pleasure, excitement, fun
High impact emotional motivators
I am inspired by a desire to:
Leverage by …
Feel a sense of belonging
AFFILIATION: Be with people they relate or aspire to be part of group
Protect the environment
PROTECT: Environment is sacred. Action to improve their environment
Be the person I want to be
IDEAL SELF: Fulfil a desire for on-going improvement; ideal self
Feel secure SAFE: Belief that what you have today will be there tomorrow; pursue dreams without worry.
Succeed in life MEANINGFUL: Lives beyond financial and socioeconomic factors
High impact emotional motivators
The best emotional charity campaigns
Trends
1. Timely 2. Topical 3. Sociological / Human authenticity (unspoken truths)4. Digital first 5. Create emotional connections to brands/campaigns
sometimes using seemingly unrelated concepts
Are these commercials charity or commercial brands?
1.UNICEF
2.MICROSOFT
3.CHIPOTLE
4.MACMILLAN
5.MICROSOFT 10
6.SAVE THE CHILDREN
7.UNILEVER - LIFEBUOY
How did you go?
Facial expression analysis
Ekman
Open AffdexMe
Neutral Happiness Anger Disgust
Valence
DEMO ONE
http://morestrategic.qualtrics.com/jfe/form/SV_cAU0pRmyMV6vktD
Galvanic Skin Response (GSR)
Measures emotional arousal via skin and sweat.
• Emotional intensity of a campaign
• Stress created through poor website usability
Thank you iMotions & The Salvation Army
TV Vs BMW – watch GiGi
Salvation Army’s Give Hope TV Ad appears to connect emotionally with viewers, however BMW’s sexual and dynamic content elicits overall more emotional arousal.
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SalvationArmy
BMW Uber Eats St. John
GSR
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ks/m
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TV spots
Emotional Relevance
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Sum
GSR
pea
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time (s)
Emotional Relevance TV Spot: Salvation Army
The accident No money for food Salvation Army arrives
Branding moment disconnected from highly emotional scene
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Sum
GSR
pea
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time (s)
Emotional Relevance TV Spot: Salvation Army
The accident No money for food Salvation Army arrives
Branding moment
Emotional Storytelling works
The accident Back home Christmas is saved
Branding is Well-Noticed in Both Ads but not ideal
100% of audience notices logoLooked at for 0.20 sec on average As 3rd out of 5 key elements
100% of audience notices logoLooked at for 0.30 sec on averageAs 4th out of 4 elements
Across all print ads, Salvation Army logo is perceived fastest
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Logo Logo Logo Logo
Salvation Army BMW Uber Eats St.John
ms
Print Ads
Time to First Fixation
In field – Eye tracking
EEG – Brain Wear
1. Perception 2. Learning 3. Memory 4. Attention 5. Motivation 6. Emotions and Feelings
Ad one CRUK ‘Mirrors’
Ad one CRUK ‘Mirrors’
Mirrors
Ad 2 UNHCR
UNHCR
Creative application
Other applications
Over 200,000 people took part in an
EmotionScan experience – that’s over 6%
of all New Zealand adults. BNZ became
the second most considered bank in New
Zealand (after being 5th).
Identify customers who spend 30-50% more
Combination of emotions
Identify touch points on the journey to trigger emotions
Emotionally connected journey
Fashion Flourishers: excitement, social acceptance and self expression
unconnected • -18%
Satisfied • Baseline
Perceived brand differentiation
• +13%
Fully connected
• +52%
1. Define
2. Measure
3. Quantify
4. Change
Identify unspoken drivers
Identifying emotionally connected buyers
“feel a sense of belonging”
”Feel a sense of thrill” and
“feel a sense of freedom”
Omni-channel
Product
On way to store: have fun
In-store: feel creative
Beforehand: Knowledge of
fashion
Afterwards: feel pride – friends love
it.
Message variation by journey touchpoint
Superbowl 2019
Questions?Get in touch [email protected]