Digital Content Test: Sharing Potential Case Study
The ingredients for an ad's sharing success are: building emotional intensity, evoking different emotions, and leaving viewers smiling at the end. Waitrose's 'Home for Christmas', P&G's 'Thank You Mom Strong', and Amazon Prime's 'Lion Dog' exemplify the types of emotional advertising that lead to successful sharing.
All three ads have high levels of overall emotional intensity and evoke a range of emotions throughout the ad, taking viewers on dynamic emotional journeys. Additionally, they all finish with high degrees of happiness and leave viewers smiling at the end. Sharing is predicted from emotional response, thus, the stronger the emotional response, the higher the sharing potential will be. With such high levels of emotional intensity and strong emotional journeys, it's no wonder these ads all had sharing rates way above the norm!
Download our case study here.