As the demand for new products, services and business models that deliver purpose and profit continues to soar, brand leaders who are tapping into this shift are thriving in the face of uncertainty. Realeyes took part in a panel focusing on new technologies driving the marketing and branding aspect of sustainability. An emotional connection is an integral part of engaging customers through purpose. We combined tech insights with consumer behavior and marketing to explore ways in which brands can better propel the shift towards a sustainable future.

1. Sustainable Brands - June 2016
Hello.
Let’s get emotional.

2. Emotions Drive Marketing Outcomes
We measure emotions
to guide better
marketing decisions
Source: Prof Gerald Zaltman, Harvard Business School,
'How Customers Think’ (p40.), 2011
Over 90% of human behaviour
is driven by emotions

3. The Problem
65%* of marketing
ROI is driven by
creative. Yet +90%
of creative is never
tested.
Source: Mars Inc. & Tivo Research’ TRA Singlesource methodology’ (p9.), 2011
Creative is the most important but least
managed driver of marketing success.

4. The Problem
Creative has
been difficult
to test
Slow & expensive
Does not scale
Weak links to creative
and media decisions

5. The Problem
So the most
important driver
of success is
overlooked
Creative is mostly judged through
gut feeling.
Opportunity to quantify creative
quality for marketing decisions

6. Solution

7. The EmotionAll® score is
a 1 to 10 performance
score, relative to the entire
emotion database of over
7,000 videos.
An EmotionAll® score gives you an instant
snapshot of your video's performance, enabling you
to predict social media activity, guide media
decisions and inform your campaign strategy, at
any stage throughout your video campaign.
The Solution

8. The Solution
Attract
Can you grab people’s
attention? Measured by
peak surprise during the
early stage of the video.
Retain
Can you keep it?
Measured by peak
happiness after the early
stage of the video.
Impact
Can you leave something
behind? Measured by
Daniel Kahneman’s peak-
end rule (peak + end) / 2
Engage
Can you build
momentum? Measured
by peak engagement
anywhere in the video.
The EmotionAll® score is
based on these four metrics:

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Shares Views Tweets
EmotionAll® Score
The more you
feel, the more
you do
Source: Realeyes analysis of 2,083 YouTube videos and 371,245 video views in March 2015
Assess earned
media potential
Inform video edits
to improve potential
Guide media
execution options
The Solution

10. Emotions are directly
linked to sales too
Collaboration with Mars has created
world’s largest emotions database
that is linked to sales
Study 75% accurate in separating ads
with high or low sales impact
Working to validate our approach in
different categories and markets
The Solution

11. “People will forget what you’ve said,
people will forget what you did,
but people will never forget
how you made them feel.”
– Maya Angelou

12. Thank You!