The Institute of Practitioners in Advertising’s (IPA) Effectiveness Awards are some of the most rigorous and prestigious in the advertising calendar. Hot on the tail of the IPA’s Effectiveness Week, we will shine a light on some of the 2016 winners to understand the secret of their success, creating Fame, Feeling & Fluency for their brands. Find out how Orlando Wood (Managing Director, BrainJuicer Labs) and Will Headley (Senior Director, BrainJuicer Labs) draw the link between emotional response and brand growth, and to learn from some of the most effective campaigns of today.

1. Emotion and Advertising: Lessons from Effectiveness Week
Orlando Wood | BrainJuicer

2. ©BrainJuicer® 2
IPA’s Effectiveness Week 2016
 Who is the IPA?
 The Institute of Practitioners of Advertising
 Recognised as the world’s most influential
professional body for practitioners in
advertising and marketing communications,
providing thought leadership, best practice and
continuous professional development.
 What is Effectiveness Week?
 Every two years, the IPA hosts this conference
consisting of discussions of effectiveness cases,
best practices and the issues facing the industry
all while trying to promote effective marketing

3. ©BrainJuicer® 3
The Institute of Practitioners in Advertising
 During the week, effectiveness awards for the short
listed campaigns are announced.
 For every award ceremony, the IPA produces a book,
“Advertising Works”, featuring all of the effective
case studies that are short-listed for an award
 This results in long-term learning on effectiveness
through interrogation of the effectiveness database

4. 4©BrainJuicer®
Identifying best practice with the IPA’s DataMINE
% Reporting very large profit gains
Campaigns lasting 3+ years
43%
23%
Rational Emotional
2.67
1.67
Lower Higher
No. of very large business effects
generated
BrainJuicer, JAR March 2012
Business Effects courtesy of IPA
Declared Campaign Strategy Actual Emotional Response
The Long and Short of It
Binet & Field, Thinkbox, 2013
Data shows that highly emotional campaigns generate high levels of business effect. After all: “Feel Nothing, Do
Nothing. Feel More, Buy More”.

5. ©BrainJuicer® 5
15
35
25
5
5
5
5
1.70
5
Intensity Score
measured on a scale
from 0 to +3
Constructing a model to predict share growth
Prediction of share growth
--
-
--
--
--
-
++
+
BrainJuicer measures emotion
using the seven universal
emotions as well as neutrality,
and the intensity of each emotion
is translated into a score that
predicts share growth.

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68 73 78 82
NO GROWTH
without huge ESOV
28%
Modest growth
with high ESOV
33%
Good growth
with high ESOV
26%
Strong growth
with high ESOV
9%
EXCEPTIONAL GROWTH
with high ESOV
4%
AllAdsGlobalNorm
Predicted Share Growth for 10% points of ESOV
 Emotion-into -Action™ Score 
ShareGainPrediction
10ESOVpointsnotenoughforsharegain|10ESOVpointswilldrivesharegain
+0%points
+0.5%points
+1%points
+2%points
+3%points
Predicted share
gain [assuming a
10% extra share of
voice]
Average

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NO GROWTH
without huge ESOV
28%
Modest growth
with high ESOV
33%
Good growth
with high ESOV
26%
Strong growth
with high ESOV
9%
EXCEPTIONAL GROWTH
with high ESOV
4%
68 73 78 82
AllAdsGlobalNorm
IPA winners achieve stronger levels of emotional response
 Emotion-into -Action™ Score 
ShareGainPrediction
10ESOVpointsnotenoughforsharegain|10ESOVpointswilldrivesharegain
+0%points
+0.5%points
+1%points
+2%points
+3%points
Predicted share gain [assuming
a 10% extra share of voice]
Databank
winners 2006-
2016 in
BrainJuicer
databaseAverage

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68 73 78 82
NO GROWTH
without huge ESOV
28%
Modest growth
with high ESOV
33%
Good growth
with high ESOV
26%
Strong growth
with high ESOV
9%
EXCEPTIONAL GROWTH
with high ESOV
4%
AllAdsGlobalNorm
An opportunity to understand best practice
 Emotion-into -Action™ Score 
ShareGainPrediction
10ESOVpointsnotenoughforsharegain|10ESOVpointswilldrivesharegain
+0%points
+0.5%points
+1%points
+2%points
+3%points
Predicted share gain [assuming
a 10% extra share of voice]
1.7% points
2016 IPA winners*
Average
*Those declaring ESOV and SOM change

9. Guinness Made of More
2012 –
Character is a question of choice and it’s our
deeds that reveal what we’re truly made of.

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Made of More | A Campaign that brought Guinness back to growth in 2015
Sapeurs (2014)
Clock (2013)Cloud (2012)
Basketball (2014) Rugby (2015)
Surge (2013)
UK Profit ROI: 1.2 UK Profit ROI: 1.4 UK Profit ROI: 2.1
UK Profit ROI: 2.6 UK Profit ROI: 2.3UK Profit ROI: 2.6

11. ©BrainJuicer® 11
Test early and often
1111
BrainJuicer with BBDO New York tested
animatics of the ad. Early versions of the
ad had a voiceover for the entire ad.
BrainJuicer recommended to shorten
the voiceover to increase emotional
response.
After testing it again with little
voiceover, emotional response
improved, resulting in the final ad
having much less voiceover than
originally intended.

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%ofrespondents
Contempt
Disgust
Anger
Fear
Sadness
Neutral
Happiness
Surprise Start 2
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sec
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The emotional narrative | Guinness Basketball
It seems like a feel-
good ad about striving
to overcome obstacles
they look like they
are having fun
seeing people in
wheelchairs It appears they
are fighting
a group of friends
all disabled playing
basketball
thought someone might
have been hurt falling
out of the chair
he fell
No idea they
weren't all people
with a disability
for solidarity
love the word "friendship"
as they all walk out the
door together
This was such a
random switch from
basketball to beer
friends
are great
I like the statement
about the choices we
make and the nature
of our character
This ad just makes
you feel so good,
gives you chills
https://www.youtube.com/watch?v=iiB3YNTcsAA

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68 73 78 82
AllAdsGlobalNorm
Guinness Basketball | Predicted Share Growth for 10% points of ESOV
 Emotion-into -Action™ Score 
ShareGainPrediction
10ESOVpointsnotenoughforsharegain|10ESOVpointswilldrivesharegain
+0%points
+0.5%points
+1%points
+2%points
+3%points
Predicted share gain [assuming
a 10% extra share of voice]
Guinness
Made of More
NO GROWTH
without huge ESOV
28%
Modest growth
with high ESOV
33%
Good growth
with high ESOV
26%
Strong growth
with high ESOV
9%
EXCEPTIONAL GROWTH
with high ESOV
4%

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Part of a campaign that brought Guinness back to growth in 2015
From IPA Paper An Effectiveness Story Made of More, Gallery & Sor, AMV BBDO

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Emotional
Dynamism: Sum
of all changes in
emotion across
every second of
the video
(excluding
neutrality gains)
But emotion isn’t just for the long-term…
Guinness Basketball “Made of More” Ad
Start 2 4 6 8 10 12 14 16 18 20 22 24 26 28 30 32 34 36 38 40 42 44 46 48 50 52 54 56 58 60
%ofrespondents
Contempt
Disgust
Anger
Fear
Sadness
Neutral
Happiness
Surprise
Total
Dynamism
281
Dynamism
norm (60 secs)
153
Guinness Basketball
is a highly dynamic
ad compared to the
norm (dotted line in
top graph).
Dynamism helps
predict short-term
effects in the digital
area.

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Dynamism: Guinness Ad Compared to Two Other Ads
%ofrespondents
Contempt
Disgust
Anger
Fear
Sadness
Neutral
Happiness
Surprise
%ofrespondents
%ofrespondents
Dynamism: 71 Dynamism: 99 Dynamism: 281
3.7%1.6%1.2%Actual Sharing Rate
Mini Defy Labels Ad Dorito’s Dogs Ad Guinness Basketball “Made of More” Ad
Guinness is
well ahead
of the other
two ads in
dynamism

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…dynamism explains both sharing and click-through rates
%ofrespondents
Contempt
Disgust
Anger
Fear
Sadness
Neutral
Happiness
Surprise
%ofrespondents
%ofrespondents
Dynamism: 71 Dynamism: 99 Dynamism: 281
3.7%1.6%1.2%Actual Sharing Rate
Mini Defy Labels Ad Dorito’s Dogs Ad Guinness Basketball “Made of More” Ad
Dynamism
predicts
sharing and
click-through
rates on a
1-5 scale

18. John Lewis Christmas Ads
2012 – 2016
Highly emotive tales of thoughtful gifting.

19. ©BrainJuicer® 19
John Lewis Christmas | The Campaign
Man on the Moon (2015)
Bear and the Hare (2013)The Journey (2012)
Monty the Penguin (2014)
£8 profit
generated
per £1
spent
across
campaign
https://www.youtube.com/watch?v=0N8axp9nHNU https://www.youtube.com/watch?v=XqWig2WARb0
https://www.youtube.com/watch?v=0DPDIkuU_cY https://www.youtube.com/watch?v=wuz2ILq4UeA

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Emotional advertising contributes to exceptional share growth
ShareGrowth
From IPA Paper The Gift that Keeps on Giving: John Lewis Christmas Advertising 2012-2015, adam&eveDDB
From 2012-
2016, John
Lewis’s
department
store sales
grew by 5 ½
percentage
points

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%ofrespondents
Contempt
Disgust
Anger
Fear
Sadness
Neutral
Happiness
Surprise
The emotional narrative | Monty The Penguin
Start 10s 20s 30s 40s 50s 60s 70s 80s 90s 100s 110s 120s 130s
The boy has a pet
penguin!
Cute little boy and his
best friend (penguin)
Reminds me of my
childhood
It's heart warming
I like the music
Because the
penguin is lonely
The penguin
recognising human
affection
Sharing fun in the
snow
Penguin wants
a partner
A mate for the
penguin
Its so lovely what
the boy has done.
The happiness and
warm glow lasts
throughout the ad
https://www.youtube.com/watch?v=0DPDIkuU_cY

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68 73 78 82
AllAdsGlobalNorm
John Lewis | Predicted Share Growth for 10% points of excess share of voice
 Emotion-into -Action™ Score 
ShareGainPrediction
10ESOVpointsnotenoughforsharegain|10ESOVpointswilldrivesharegain
+0%points
+0.5%points
+1%points
+2%points
+3%points
Predicted share gain [assuming
a 10% extra share of voice]
NO GROWTH
without huge ESOV
28%
Modest growth
with high ESOV
33%
Good growth
with high ESOV
26%
Strong growth
with high ESOV
9%
EXCEPTIONAL GROWTH
with high ESOV
4%
Monty the Penguin
2014

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Share growth predictions for each ad vs actual
0
0.5
1
1.5
2
2.5
3
65 70 75 80 85
0
0.5
1
1.5
2
2.5
3
65 70 75 80 85
% annual point share growth % annual point share growth
Our Modelled Prediction Actual
Emotion-into-Action Emotion-into-Action
Model assumes 10 ESOV points. Actual share of voice not available but ‘roughly equivalent for each ad in campaign’, Les Binet.
Correlation: 0.85

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Look to long-term share growth
and ads that build on each other
Use growth-focused model to tell
you where to spend your money
A model that explains growth, helps you create it
Test early and often to guide
development
Create emotional dynamism for
short-term and long-term benefits

25. Questions?
requests@brainjuicer.com