RETURN ON CREATIVE: HOW COMPELLING CONTENT DRIVES BUSINESS RESULTS · EMOTICONES

Nom page

RETURN ON CREATIVE:
HOW COMPELLING CONTENT DRIVES BUSINESS RESULTS

URL

https://www.ipsos.com/sites/default/files/ct/publication/documents/2024-05/Ipsos%20x%20TikTok%20Return%20on%20Creative%20Whitepaper.pdf

Date de publication

2023 ou après

Date de consultation

2024-10-10

Mots-clés

Empathie

Verbatims affectifs

"The value of empathy in marketing
Today’s audiences are viewing, creating, and reacting to content in a very unique way. Through research, we uncover one of the keys to breaking through in today’s marketing landscape: Empathy."

"Because of the importance of things like empathy and resonance, it’s more valuable than ever to invest in creative."

"The undercurrent of all these shifts is the need for empathy in marketing. To put it plainly, empathy in marketing is the act of understanding what’s important to people, reflecting that in content, and framing it in the right way, so it lands properly with the right audi- ences. When brands do this, they are better able to resonate, show up strong on interactive platforms, and speak to different perspectives in their content."

"Acting With Empathy
Marketers who demonstrate empathy are able to continuously capture and feel what is important to people and cultures, regardless of context or timing."

Thème général (contenu, image, etc.)

Publications

Recommandations et bonnes pratiques

" What is empathic marketing?
Ipsos analyzed ~1,800 high- performing video ads*. In doing so, they found that many of the videos demonstrated empathy on the part of the brand. In this context, empathy entails:
• Representing a viewer’s needs and challenges, rather solely focusing on product benefits
• Aligning with the brand’s values
• Adding value via education, connection, or entertainment
• Leaves viewers feeling that the content is “for people like them"

Effets attendus de ces recommandations ou objectifs qu’elles permettent d’atteindre

Encourager les marques à créer du contenu empathique pour connecter avec son audience

Type d'utilisation de l'émotion (Prescription/autodéfinition)

Préscription

Thèmes

Créer un lien avec son audience

Catégorie

Générer de l'empathie pour interagir avec l'audience

Images

34.Empathy & fitting in

Cas/exemples/illustrations

"In early 2023, KitKat Japan unveiled its noteworthy Yokubari Double ad, which effectively championed this brand success framework on TikTok.
The partnership with Piko Taro (a Japanese celebrity who shot to fame in 2016 following his smash hit ‘PPAP’), the relatable tone, and its unique fit in the
TikTok environment made this creative a roaring success.
The distinctive KitKat spirit and nostalgic memories invited by Piko Taro blended brilliantly with an aura of freshness, making a profoundly resonating impact on its audience."

"Solid empathy and fitting in: The ad imparts a narrative that aligns with what the the Japanese market expects from KitKat, already revered for its eclectic flavors. It’s a fresh idea that demonstrates brand continuity. The ad’s influence is not restricted to tapping into popular culture; it actively contributes to it, extending the legacy of Piko Taro on TikTok. Importantly, it produces a sense of closeness and relevance for the TikTok audience."

Contraintes

Null

Interdictions

Null

Sanctions

Null

Commentaires

PDF (Ipsos / TikTok)