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Do Famous Faces Reduce the Effectiveness of Ads?



Saddington Baynes launches second whitepaper on the emotional effectiveness of famous faces in brand advertising

Do Famous Faces Reduce the Effectiveness of Ads?

Neuro-led integrated production studio, Saddington Baynes, has announced today the release of its second white paper, revealing insights behind the emotional impact famous faces have on brand advertising. In a world first, Saddington Baynes' initiative aims to help brands connect with their audiences on a deeper emotional level by leveraging consumer insights to inform campaign production. 

Using their award-winning Engagement Insights® - an in-house testing tool that measures implicit, non-conscious responses to imagery - Saddington Baynes’ Neuromarketing team have conducted an industry-wide benchmark study: The Perception Index®. Using implicit associations, they analysed hundreds of brand campaign visuals against key marketing metrics. From this study, they have proved that talent in brand campaigns does not meet the positive impact that is expected. 

Not only do these findings provoke brands to reconsider the effectiveness of influencer marketing in the short-term vs the long-term, it can be used to optimise and create evocative and emotionally engaging content, which can have a positive impact on campaign ROI.

Key insights include:

● Creative campaign concepts connect with audiences on a deeper emotional level, compared to campaigns featuring celebrities & influencers.

● Despite the increase in brand recognition, the use of faces has a negative impact on perception - leading to decreased likelihood of positive purchase behaviours by consumers.

● Product-centric campaigns are seen to be progressive and elevate the consumers' sentiment towards the quality of what the brands are advertising. 

● The rehashing of ‘lifestyle marketing’ as ‘influencer marketing’ may be affecting brand value and authenticity in the long-term. 

Perception Index

Some of the brands analysed in the research include BMW, Bentley, Dove, Mont Blanc, Honda, Tag Heuer and L’Oréal to name a few. 

Ellie Lucas, commercial director at Saddington Baynes, comments: “These groundbreaking insights have the capacity to change the way we, as marketers, connect more effectively with our audiences. Understanding how core visual concepts impact your brand value, allows our industry to evolve and grow with consumer-centric creative strategies. In essence, these insights provide opportunities to promote positive socioeconomic change and sustained long-term brand success.”

Callum Gould, head of insights at Saddington Baynes, comments: “Making campaigns effective has never been more important. Given the unprecedented events that have occurred this year, spending budget on marketing activities that don’t resonate effectively with brands’ target audience is not an option. Engagement Insights® allows brands to understand emotion and connect with customers on a much deeper level with strengthened, informed campaigns. Perception Index®  is proof of it”. 

To find out more about neuro-led production and creative optimisation, register for the neuro creative masterclass

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Saddington Baynes, Tue, 21 Sep 2021 07:39:06 GMT