[vc_row][vc_column width=”2/3″][vc_column_text]It’s that time of the year when social media is lit up with emotional declarations of love for mothers and news-feed is filled with #HappyMothersDay ads. Each advertisement fighting to capture your attention & remind us of this special relationship. Each advertiser hoping the advertisement will hit the ‘VIRALity’ threshold
So the real question is how does an advertisement stand out?
Emotion plays a pivotal role in influencing consumer behavior. The most shared ads have one thing in common, they all are EMOTIONAL. Over the past few decades we have seen how advertisements are moving on from becoming informative to being funny to being sarcastic & the now the trend moves to ads creating an emotional connect. But it’s never just one ingredient that makes the dish good, it’s the correct recipe, a dash of this and a sprinkle of that. So what is a good recipe for an ‘EMOTIONALLY MOVING’ advertisement?
So this mother’s day, we at Affect lab put some #MothersDay videos to the test… & here is how we did it??
At Entropik we tested 5 Mother’s Day videos, to understand what the brands are doing right to establish an emotional connect with the audience
We conducted a study using Affectlab EEG headsets. These headset maps brain waves and eye-movements of each customer as he watches & experiences the video. Affect Lab derives emotional & cognitive response of the customer. It also creates corresponding heat maps using brain wave mapping and eye tracking tech
So here are some of the videos we put to test
A tribute to #JustLikeMaa – Nivea India
“How well do you #KnowYourMom?”- Kosh Oats
“Your Second Home – Prega News ”
“Fashion Conversations With Mom – FilterCopy ”
” Milna Zaroori Hai- The Bag Talk”
And here is what we found…when we opened the Pandora box…
On a list of EMOTIONAL ENAGAGEMENT SCORES, the Nivea advertisement ranked the highest followed by Prega news. With its hilarious content, Filter Copy registered the highest APPRECIATION score but some sections of the video had low ACTIVATION scores.
Nivea and Prega news were able to evoke extreme emotions i.e. high levels of COMPASSION (in case of Nivea) and high levels of HAPPINESS (because of Prega news’ happy ending) & resulted in highest ENGAGEMENT scores.
A clear narrative and a gradual buildup of emotions lead to high ATTENTION levels through the video made the Nivea. With Prega news the point where the negative events conclude into a happy ending, generated a huge positive reaction.
We saw people are partial to a strong storyline, a heart wrenching theme. Brands focused on acknowledging how presence of mothers ads so much to our lives – evoking high levels of WARMTH, HAPPINESS, APPRECIATION.
Extreme emotions define the whole game of advertising. Any video that evokes a strong positive or a negative emotion has been shown to be more memorable. Ad memorization translates to brand recall which is directly proportional to impact on sales.
To know how you can quantify the subconscious of your users, visit us @ www.affectlab.io. Affect Lab goes beyond surveys and questionnaires, to delve into your user subconscious & ensure your brand resonates with them emotionally.[/vc_column_text][/vc_column][vc_column width=”1/3″][/vc_column][/vc_row]