RESEARCH: Subconscious Storytelling
Provided by Yahoo!
Proof for the first time online branded content delivers a subconscious impact - 24% greater than offline branded content!
What was the Challenge / Background of the Campaign?
Driving engagement through insight. 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 brings consumers closer to brands. This Pioneering research has proven that digital branded content campaigns can cause shifts in subconscious brand values. Find out more...
What was the Campaign Objective?
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 achieve through truly integrated campaigns.