Exploring the Success of Distinguished Advertising: An In-depth Analysis with Affectiva's Emotional Coding Technology
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In a bid to appeal to the younger demographic, Procter & Gamble (P&G) recently launched the "You're Gonna Need More Tide" campaign, featuring actor Kumail Nanjiani in a series of messy and humorous scenarios. The campaign, which made use of social media content, AR lenses, and user-generated content from influencers, aimed to follow the trend of deep cleaning and reorganization videos on social media platforms.
To measure the emotional impact of the ad, P&G turned to Affectiva's Facial Coding technology. This cutting-edge tool analyzes facial expressions to detect emotions such as joy, surprise, or confusion, providing marketers with a precise, real-time measurement of consumers' emotional responses.
By using Affectiva's Facial Coding, P&G was able to fine-tune the creative elements of the ad to elicit desired emotional reactions, validate whether the emotional tone resonated with its target audiences, and adapt the campaign based on real consumer emotional responses for improved engagement.
According to the data, viewers who really enjoyed the ad showed higher levels of positive emotions from the beginning, starting from the collapsed ceiling scene. The ad's 'home video' style maintained comedic momentum, with the exploding soda bottle scene having the highest peak of engagement.
Moreover, calibration-free eye tracking was used to analyze viewer attention within the ad. This revealed that those who really liked the ad focused on the messy baby, while others kept focusing on the center of the screen. This data-driven insight allowed P&G to optimize the ad for better engagement.
The use of Affectiva's Facial Coding significantly enhanced the success of the emotionally-driven ad campaign. The technology likely helped identify and optimize the emotional impact of the ad’s humor and messaging, thereby improving engagement and effectiveness.
P&G's efforts were rewarded at the 2024 Cannes Lions Festival of Creativity, where the Tide Pod advertisement received multiple accolades. Among different age groups, those aged 18-34 had a higher positive valence towards the ad compared to older age groups.
In Affectiva's ad testing dashboards, the Tide ad was positively received and had great engagement compared to other laundry ads in the market. This marks a significant achievement for P&G and Affectiva, demonstrating the power of emotion AI in enhancing ad campaigns.
References:
- Affectiva
- Affectiva's Facial Coding for Ad Testing
- The Business Impact of Emotionally Tuned Marketing Efforts
- Affectiva's Facial Coding and Emotion AI
- Affectiva and Smart Eye
Technology, such as Affectiva's Facial Coding and calibration-free eye tracking, played pivotal roles in analysis during Procter & Gamble's "You're Gonna Need More Tide" campaign. By evaluating facial expressions and viewer attention, the tools provided real-time measurements of consumer emotional responses and focusedviewer engagement, thereby optimizing the ad for improved engagement.
