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Subconscious Storytelling - Unlocking the value of branded content. Yahoo! UK research

Nov 28, 2014

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Subconscious Storytelling is a UK
primary research study from Yahoo!
that demonstrates how online
branded content is enabling marketing
communications that go beyond
rational understanding to lasting
emotional meaning, and in doing so
bringing consumers closer to brands.
This pioneering research study has proven
that digital branded content campaigns can
cause shifts in subconscious brand values.
It looks to understand the value exchange
that consumers and advertisers benefit from
through engagement with this nascent area of
digital advertising. By testing case studies of
branded content from leading global brands
(McCain, Canon, Shell, Diet Coke) this study has
measured both the conscious and subconscious
impact that can be derived through brand
partnerships in digital, as well as the longer
term impact brands can receive through truly
integrated campaigns.
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Page 1: Subconscious Storytelling - Unlocking the value of branded content. Yahoo! UK research
Page 2: Subconscious Storytelling - Unlocking the value of branded content. Yahoo! UK research
Page 3: Subconscious Storytelling - Unlocking the value of branded content. Yahoo! UK research

Malcolm GladwellBlink

Applying subconscious to digital

It's thinking - its just thinking that moves a little faster and operatesa little more mysteriously than the kind of deliberate, conscious decision-making that we usually associate with "thinking”.

Page 4: Subconscious Storytelling - Unlocking the value of branded content. Yahoo! UK research

Borrowing from other booksTVEntertains

EVENTSTalkablePRINT

Informative, useful

SOCIALIncentives ONLINE VIDEOMemorable

BRAND WEBSITESWhat a brand is really like

Online branded content shares...

Page 5: Subconscious Storytelling - Unlocking the value of branded content. Yahoo! UK research

Source: Subconscious Storytelling research, Yahoo!

Social Networking | the holiday book?

Online branded content was seen as creating deeper brand engagement than most alternatives – such as social networking.

Instant Gratification

You’re doing the liking to get something, not because youactually like it .“

“There’s been quite a few recently where you have to Like it in order to enter a competition for £1000 or something.“

25-45,Leeds 18-24,

Leeds

Page 6: Subconscious Storytelling - Unlocking the value of branded content. Yahoo! UK research

This advertising made me feel closer to the brand

Face Value | ConsciousBrand closeness

11%26% 23%

+

It's more subtle than just trying to give you the hard sell, it is more about the experience.“

“51%

20%

20%

Branding and content fit

Looked for more information

Purchased

25-45,London

Page 7: Subconscious Storytelling - Unlocking the value of branded content. Yahoo! UK research

I knew it was Special K immediately, because of the woman in the red dress from the ads on TV– and the whole thing is the same colour red

““

18-24,Leeds

Collaborative Stories Deliver

Page 8: Subconscious Storytelling - Unlocking the value of branded content. Yahoo! UK research

Publisher Preference

It wouldn’t influence me any more or any lessif Diet Coke was on Yahoo! or Channel 4.“

“18-24,

London

Page 9: Subconscious Storytelling - Unlocking the value of branded content. Yahoo! UK research

the blurb

full insights deck available after we come present to you at your work and get your valuable feedback

all slides and videos are nickable if you fully source them:

source: Subconscious Storytelling, Yahoo! May 2012

Contact Patrick Hourihan ([email protected]) or your local sales rep for more details

Page 10: Subconscious Storytelling - Unlocking the value of branded content. Yahoo! UK research