Tapping into deeper emotions boosts campaign objectives, BBC study reveals

February 13, 2017 8:13

Stimulating serious emotions will help marketers reach their campaign objectives by triggering a deeper subconscious relationship between the consumer and brands, a BBC study found.

The study found triggering emotions including puzzlement, fear and sadness is likely to increase the campaign’s objectives by 35%, while emotions such as happiness and desire will increase the need to purchase the advertised product.

Conducted by BBC StoryWorks, the researched showed viewers a video featuring an artist explaining how he paints without being able to see, the result saw a 50% increase in subconscious positivity towards the artist.

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Abigail Dawson

Abigail Dawson was Mumbrella's senior content journalist covering event content. She left Mumbrella to move into an agency role in 2020.