Hello Optimist People!
We are back again with KaMIST! Every week on Thursday we’re going to give you an insight about marketing.
Nike is the clear brand winner of this year’s Women’s World Cup. When it comes to emotional engagement – a good indication of the long-term impact an ad will have – Nike’s ‘Dream Further’ campaign, comes out on top.
As a result, the ad, which features some of the biggest names in women’s football alongside the message ‘Don’t change your dreams. Change the world’, is expected to drive long-term returns, according to System1, which carried out the research.
Clearly media spend also has a role to play and impact will depend on what else is happening in the market, but based on these campaigns “Nike will see an excellent long-term return and continued share gain, and Lucozade and Budweiser should also do well”.
In order to determine the impact a campaign will have, System1 measures the emotions an ad generates in consumers and the intensity of that emotional resonance. This leads to a score of between one and five stars based on ROI growth, with one star representing 0% growth and five stars 3% growth.
While it’s impossible to predict how well an ad will do as creativity is subjective, if it creates an emotional connection with people this is closely linked to ROI, which is enabling brands such as Birds Eye to predict the impact of its campaigns, and can be used as a guide to measure success.
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