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

Print

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.

00.5

11.5

22.5

33.5

44.5

5

SalvationArmy

BMW Uber Eats St. John

GSR

pea

ks/m

in

TV spots

Emotional Relevance

0

0.5

1

1.5

2

2.5

3

3.5

1 3 5 7 9 11 13 15 17 19 21 23 25 27 29 31 33 35 37 39 41 43 45 47 49 51 53 55 57 59

Sum

GSR

pea

ks

time (s)

Emotional Relevance TV Spot: Salvation Army

The accident No money for food Salvation Army arrives

Branding moment disconnected from highly emotional scene

0

0.5

1

1.5

2

2.5

3

3.5

1 2 3 4 5 6 7 8 9 101112131415161718192021222324252627282930313233343536373839404142434445464748495051525354555657585960

Sum

GSR

pea

ks

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

0

1000

2000

3000

4000

5000

6000

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 karen@morestrategic.com.au