subconscious storytelling - unlocking the value of branded content. yahoo! uk research
DESCRIPTION
Subconscious Storytelling is a UK primary research study from Yahoo! that demonstrates how online branded content is enabling marketing communications that go beyond rational understanding to lasting emotional meaning, and in doing so bringing consumers closer to brands. This pioneering research study has proven that digital branded content campaigns can cause shifts in subconscious brand values. It looks to understand the value exchange that consumers and advertisers benefit from through engagement with this nascent area of digital advertising. By testing case studies of branded content from leading global brands (McCain, Canon, Shell, Diet Coke) this study has measured both the conscious and subconscious impact that can be derived through brand partnerships in digital, as well as the longer term impact brands can receive through truly integrated campaigns.TRANSCRIPT
Malcolm GladwellBlink
Applying subconscious to digital
It's thinking - its just thinking that moves a little faster and operatesa little more mysteriously than the kind of deliberate, conscious decision-making that we usually associate with "thinking”.
“
“
Borrowing from other booksTVEntertains
EVENTSTalkablePRINT
Informative, useful
SOCIALIncentives ONLINE VIDEOMemorable
BRAND WEBSITESWhat a brand is really like
Online branded content shares...
Source: Subconscious Storytelling research, Yahoo!
Social Networking | the holiday book?
Online branded content was seen as creating deeper brand engagement than most alternatives – such as social networking.
“
Instant Gratification
You’re doing the liking to get something, not because youactually like it .“
“There’s been quite a few recently where you have to Like it in order to enter a competition for £1000 or something.“
“
25-45,Leeds 18-24,
Leeds
This advertising made me feel closer to the brand
Face Value | ConsciousBrand closeness
11%26% 23%
+
It's more subtle than just trying to give you the hard sell, it is more about the experience.“
“51%
20%
20%
Branding and content fit
Looked for more information
Purchased
25-45,London
I knew it was Special K immediately, because of the woman in the red dress from the ads on TV– and the whole thing is the same colour red
““
18-24,Leeds
Collaborative Stories Deliver
Publisher Preference
It wouldn’t influence me any more or any lessif Diet Coke was on Yahoo! or Channel 4.“
“18-24,
London
the blurb
full insights deck available after we come present to you at your work and get your valuable feedback
all slides and videos are nickable if you fully source them:
source: Subconscious Storytelling, Yahoo! May 2012
Contact Patrick Hourihan ([email protected]) or your local sales rep for more details
