CASESTUDY № 1

FMCG: We are wired to share the positive

It is already possible to quantify sentiment — and even better, it is possible to obtain valuable information and learn from this type of data. Every month, a marketing jury selects the best commercials from Slovakia, and our emotion AI software, Emotion ID, has measures the spontaneous reactions of 200 online panelists to these winning ads. Today, we have a rich kaleidoscope of data about ads from different product segments. The following are examples of quantification of emotions in the context of advertising.

Brief description: The popular meme Tuna is the main character in this commercial. The character is portrayed as a badly-behaving dog trying to hide his mischief by offering the soft drink, Kofola.

The ad:

Looking at the TV news, you might get the impression that bad news sells. This is not the case, however, when it comes to social media. On social media, we have a tendency to take care of our image, and we do not want to be perceived as Gloomy Negativists. In fact, we are much more likely to share positive and inspiring messages than we are negative ones. Research has confirmed that the most frequently shared messages have a positive emotional charge. Looking at our data based on over 250 measured ads, the Phophola commercial is a clear winner in terms of the positive emotions it elicits among viewers. It is no wonder why people were prone to sharing the commercial on their social networks. Thanks to such high shareability, the campaign won GOLD in Euro Effie in the category of small budgets in 2016. Read more about the campaign results in this blogpost.

Go to the next casestudy about memorability in FMCG https://medium.com/emotionid/casestudy-no-2-d63091bbc94