Facial Coding Cannes LionsThe way to boost ROI of every video campaign
Facial Coding Cannes LionsThe way to boost ROI of every video campaignInsight Innovation eXchange
Where’s the problem?
A very quick history…
Science as beautifulas the results
Science as beautifulas the results
Internet filmchosen category
Comprehensive judging
Submission > Shortlist > Medals > Winners
Since 1956Benchmark for
excellence in creative
36,000 entries92 countries15 categories
Cannes Study
45kpeople
125m+frames
Entered 211
Shortlisted 102
Bronze 47
Gold 49
Silver 49
458videos tested
4weeks
9000+ variablesVolkswagen Force
70
60
50
40
30
20
10
0
1.0
0.8
0.6
0.4
0.2
0
-0.2
-0.4
Sess
ions
Time (0.1 sec)
0 50 100 150 200 250 300
Avg, Max, Min
Smoothing settings
% of
Cohorts
Trends EventsCont.,
Discrete
Head gestures
By age
By gender
Strongest variables
Don’t drop the game
Use sadness
early
Make women
happy at the end
Disgust and
recover
Make women
excited at the end Don’t start
with confusion
Time the peaks right
Grow the trend
Grow the trend
0.14
0.13
0.12
0.11
0.10
0.09
0.080.0 0.2 0.4 0.6 0.8 1.0
Bronze/SilverGold
Shortlisted
Nothing
Relative time
Happy aggregated trendlines
Steeper slope =
Better outcome
0.8
0.7
0.6
0.5
0.75
0.66
0.63
Can we predict Cannes in future?
YESshortlist with
75% accuracy!
In the future, medals will need more data to get a solid prediction
model
AUC
GOLDMEDALSHORTLIST
AttractionHook in 8 seconds
RetentionKeep the audience
ImpactKahneman’s Peak-End
EngagementConnect via emotions
EmotionAll®
How to use it in everyday marketing?
Short trailers or long episodes?
Which videos to invest in?
Which videos to invest in?
Consumers love emotional content
Impact Model
Thank you
