Tapping into deeper emotions boosts campaign objectives, BBC study reveals

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.

By triggering these emotions viewers are more likely to support the campaign objectives, become more aware and positive towards the advertising brand, the study says.

The findings included content led marketing campaigns on and found the average campaign to deliver 30% increase in positivity, 49% increase in average brand image, 56% increase in recommendation and a 50% increase in consideration.

Richard Pattinson, SVP – content at BBC advertising and head of BBC StoryWorks said: “Emotions drive people’s engagement with brands, both in their desire to be associated with those brands but also in the wish to purchase products or services.

“Providing a clearer understanding of which emotions should be considered can help drive the brand metrics which are critical to the success of content-led campaigns.”


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