Webinar: Did PuppyMonkeyBaby Win the Super Bowl?
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1. The webinar discussed strategies for Super Bowl advertisements based on an analysis of ads from Super Bowl 50. 2. It found that teaser campaigns released before the game were more effective at generating social engagement than ads that relied solely on airing during the game. 3. While humor risks not resonating, ads that tugged at heartstrings performed better than those that aimed for humor. 4. Championing a social cause can generate buzz but the cause must be clearly relevant to the brand. 5. A cohesive, integrated campaign across multiple platforms delivered the most benefits compared to stand-alone ads. 6. Heinz's ad was found to be the most effective overall by
Webinar: Did PuppyMonkeyBaby Win the Super Bowl?
- 1. Thanks for joining us today!! The Webinar will begin shortly…
- 2. Hello! Craig Page! Head of Digital Ogilvy PR Australia @CraigDPage Anne Rayner! Global Head of Communications Research! TNS! [email protected]!
- 3. © TNS Super Bowl strategies worth learning from
- 4. © TNS Super Bowl 50 in numbers 4 111.9M viewers 49:35 minutes 5M dollars 62 adverts 45% attrition
- 5. © TNS The ads we analysed 5 ■ Bud Light / Bud Light Party ■ Budweiser / Give a Damn ■ Budweiser / Not Backing Down ■ Budweiser / Act Like It ■ Colgate / Every Drop Counts ■ Heinz / Wiener Stampede ■ Hyundai / Ryanville ■ Hyundai / First Date ■ Hyundai / The Chase ■ Jeep / Portraits ■ LG / Man from the Future ■ Mountain Dew Kickstart / Puppy Monkey Baby
- 6. © TNS Determining a winner from SB50 advertisers 6 Affective Memory Potential ■ Novelty ■ Affective impact ■ Relevance Social Engagement
- 7. © TNS 5 considerations for Super Bowl advertisers 7 1. To tease or not to tease? 2. Heart strings or funny bone? 3. Champion a cause or sell a product? 4. Is relevance a trade off? 5. Standalone ad or integrated campaign?
- 8. © TNS Super Bowl remains a hugely crowded space in which to compete for attention 8
- 9. 1 Teasers vs relying on the Big Game 9
- 10. © TNS Teasers – 3 Approaches 10 Teaser campaigns aimed to intrigue Separate adverts staggered before the Super Bowl for maximum media attention Releasing the full final advert a few days before the big game to create buzz
- 11. © TNS Relying on the big game 11
- 12. © TNS The pre-release strategy paid off for brands 12 0 7,500 15,000 22,500 30,000 25-Jan-16 27-Jan-16 29-Jan-16 31-Jan-16 2-Feb-16 4-Feb-16 6-Feb-16 8-Feb-16 10-Feb-16 12-Feb-16 14-Feb-16 Axe - Find Your Magic Bud Light - Bud Light Party Budweiser - Act Like It Budweiser - Give a Damn Budweiser - Not Backing Down Colgate - Every Drop Counts Heinz - Meet the Ketchups Hyundai - First Date Hyundai - Ryanville Hyundai - The Chase LG - Man from the Future Mtn Dew - Puppy Monkey Baby
- 14. © TNS Humour for attention, emotion for impact Heart tuggingHumour Ryanville Give a damn Every drop counts
- 15. © TNS Humour can be tricky to get right 15 All ads combinedThe Bud Light Party
- 16. 3 Championing a cause vs selling a product 16
- 18. © TNS Championing a cause does generate conversation 18 16983 Campaign Mentions 3062 Campaign Mentions
- 19. © TNS Making the cause relevant 19
- 20. 4 Can brands have novelty and relevance? 20
- 21. © TNS Can you have both novelty and relevance? Novelty Relevance
- 22. © TNS Only one delivered on relevance 22
- 23. 5 Stand-alone ads vs integrated campaigns 23
- 24. © TNS Stand-alone ads vs integrated campaigns
- 25. 6 The brands that got it right – and those that got it wrong 25
- 26. © TNS Heinz was the clear winner from Super Bowl 2016 1st place Novelty Affective Impact Relevance Social engagement
- 27. © TNS Runner up…. Hyundai 2nd place
- 28. © TNS Others fell short 28 Not connecting No relevance
- 29. © TNS A disappointing season 29 Low Affective Memory Potential Low social engagement USA Norm 2015 average 2016 average 2015 2016 Total Super Bowl content Note: Note: scales for total content and ad content are different in order to show both on the same diagram Ad related content
- 30. © TNS What have we learnt? 30 1. Teaser strategies deliver social engagement 2. Heart strings are an easier win than humour 3. Champion a cause only if you can make it relevant 4. Novelty, affective impact and relevance are equally important, but relevance is the hardest to achieve 5. A cohesive campaign can deliver benefits
- 31. Questions? Craig Page! Head of Digital Ogilvy PR Australia @CraigDPage Anne Rayner! Global Head of Communications Research! TNS! [email protected]! Subscribe to all our webinars: http://bit.ly/SocialOnUsSignUp!