Excerpt from article:
Q: What do you mean by Subconscious Storytelling?
A: It’s a research project that we’ve done to uncover how branded content on digital and other platforms are having a subconscious impact. When we talk about subconscious, it’s really about having a truly emotional impact. A lot of brands talk about the emotional engagement that they are having with consumers without truly knowing to what extent that is occurring. This is about measuring the subconscious, which we can do through our research. The storytelling element, which has a focus on digital around branded content, was looking at the idea that stories in the digital space at the moment tend to be quite short-term. To tell a story, it’s about trying to tap into the idea of emotional engagement with consumers and branded content is one way of doing that. We wanted to see what the value of that was and to see how that played out against branded content on other platforms.
Q: And what were the key findings from the research?
A: We discovered that that for the first time that online branded impact was delivering a subconscious impact and that was 24 percent greater than offline branded content. We tested both in research. To explain what I mean by subconscious - it’s about emotional closeness between the brand and the consumer. The branded content executions were from McCain’s, Diet Coke, Shell and from Cannon, and across all four of those we saw that uplift.