Using Metrics to Highlight Campaign Success

When it comes to understanding the success of an advertising campaign, specific metrics and feedback play a crucial role. Lynne Deason, head of Creative Excellence at Kantar, sheds light on how Affectiva's emotion AI technology provides valuable insights into campaign performance.

Cadbury's Case Study: Top 2% in Branding

One standout example is Cadbury's ad campaign, which ranked in the top 2% of all ads for branding. This campaign not only excelled in branding but also portrayed people positively, a commitment of Mondelez globally. The shopkeeper, mom, and little girl in the "Mom's Birthday" ad are depicted generously and positively. According to research conducted with the Unstereotype Alliance and Side Business School, positive portrayals, along with diversity and inclusivity, lead to increased commercial returns. This ad also stood out creatively, ranking in the top 2% for distinctiveness. Such uniqueness is vital as being bland often leads to being ignored or forgotten.

Remarkable Commercial Results

The commercial success behind Cadbury's campaign is impressive. Their brand value increased by more than 50% as valued by Kantar BrandZ, value sales rose by 22%, and long-term equity, or the predisposition to choose the brand over others, grew by 85%. These metrics highlight the significant impact of effective advertising on a brand's commercial outcomes.

Lessons and Best Practices for Advertisers

Deason emphasizes several key lessons and best practices for creating impactful and memorable ads:

1. Get Your Strategy Right: A great ad starts with a clear and universally understood definition of what the brand is all about. A solid strategy ensures that the advertising aligns with the brand's core values and objectives.
2. Understand Your Audience: To create ads that resonate emotionally, it's essential to understand what makes people feel something. Uncovering deep insights about the audience and tapping into cultural and zeitgeist elements can make an ad more relatable and impactful.
3. Be Creatively Bold: Bold and creative approaches stand out and leave a lasting impression. Taking risks in creativity can lead to memorable ads that differentiate a brand from its competitors.
4. Research and Test: Researching and testing the ad's effectiveness is crucial. For digital advertising, relying solely on performance marketing metrics can be risky. Evaluating the creative quality and ensuring it emotionally engages the audience is vital for long-term success.

Common Pitfalls to Avoid

Deason also identifies common pitfalls that brands should avoid:

1. Knowledge Bias: Avoid assuming that the audience will understand the ad as well as the creators do. Test the ad to ensure that first-time viewers can grasp the intended message and connections.
2. Early Research: Conduct research early in the creative process to have the biggest opportunity to make impactful changes. Ensuring the ad resonates with viewers who may not be as invested as the creators is crucial for success.

Future Trends in Advertising

Looking ahead, Deason highlights several trends that will shape the next generation of successful campaigns:

1. AI in Creative and Research Industries: AI is transforming both the creative and research industries. From uncovering human insights from big data to creating and optimizing content, AI offers numerous opportunities for enhancing ad effectiveness.
2. Emotional Engagement: As the advertising landscape evolves, emotional engagement will become increasingly important. Ensuring ads are distinctive and consistently own an emotional territory will be key to their effectiveness.
3. Avoiding AI Bias: While AI offers exciting possibilities, it's crucial to avoid inherent biases by guiding and prompting AI in the right way. Ensuring fairness and accuracy in AI-driven insights will be vital for successful ad campaigns.

The Bottom Line

In conclusion, understanding and leveraging metrics, adopting best practices, and staying ahead of future trends are essential for creating successful ad campaigns. Affectiva's emotion AI technology, combined with strategic approaches and creative boldness, empowers brands to create ads that not only capture attention but also drive significant commercial outcomes. By learning from successful campaigns like Cadbury's and avoiding common pitfalls, brands can create impactful and memorable ads that resonate emotionally with their audience.

Stay tuned for more insights into how emotion AI is transforming advertising and helping brands connect with consumers on a deeper level.