Kantar Creative Effectiveness Awards: HUL dominates the digital category

Mumbai: Marketing data and analytics firm, Kantar unveiled the most effective and creative ads in 2021 across India on Thursday. The company tested over 13,000 designs for customers around the world throughout 2021. 10% (over 1,300) of these designs were tested in India alone.

Here are some of the findings from Kantar’s Strategic Sparks for Effective and Creative Digital Advertising:

  • Personalized and integrated content generates a significantly higher return on investment: the distribution of creative stories and elements from other media amplifies the impact of digital assets.
  • Pull for instant meaning: given poor consumer attention and the short window available, it pays to ensure that consumers aren’t being asked to do extra work to decode what they’re supposed to be thinking and feeling about the brand
  • Ride the moment: embrace hot issues and trends, engage and be relevant
  • Strike a chord: Well-told stories open up longer format videos to consumers
  • Hook them early: The promise of a fulfilling story arc, emotional journey, and humor helps ensure consumers stay engaged beyond 6 seconds.

Commenting on this year’s winners, Soumya Mohanty, Managing Director and Chief Client Officer of Kantar Insights Division, said, “The delivery of ads that consumers perceived to be both creative and effective is an affirmation that space for creativity, even in the context of marketing The return on investment is endless. While there’s no magic formula for creating such ads, we can start with the right ingredients and refine them by testing them with consumers. Kantar is delighted to share the knowledge we have gained in the field while working with leading marketers in India. »

Key highlights from this year’s report identified for effective and creative television advertising:

  • Indians love to build fulfilling story arcs: stories create room for empathy, engagement, and vivid memories through which to influence how consumers think and feel about brands.
  • A touch of drama helps: just the right kind and amount of spice provided by creative storytelling and filmmaking, elevates even repetitive themes, to make them more personal, relevant and ambitious.
  • Allowed to be extravagant in viewing: Indians are ready to suspend their disbelief for the well-viewed movie.
  • Emotional Meaning Layer: Emotional contexts have the potential to make consumers warm up even in dry functional categories.
  • Show, Don’t Tell: Incorporating brand rewards as an organic plot event into the script is a timeless approach to creating vivid and persuasive memories.

Kantar’s collaboration with the Unstereotype Alliance led to the development of the Unstereotype (UM) metric which Kantar now includes as a measure of gender representation in advertising as part of its Link™ communication pre-testing solution. . Thus, establishing a foundation for marketers to examine the potential of their creative executions on this dimension to track progress over time.

The long-term non-stereotypical* (UM) metric provides learning and context for gender-progressive ads. Unified Messaging is now measured for over 14,000 ads in 70 countries, over 3,300 brands and 251 categories.

⎯ Non-stereotype in ads should unlock higher marketing ROI. This signifies strong brand equity and is likely to impact sales in the short term as well. This impact is not only true for women, but progressive male role models also impact business results across all categories.

⎯ Progressive ads are more effective and trigger positive engagement. They are generally perceived as more pleasant, relevant, different and even pleasantly surprising.

⎯ Non-stereotype affects various aspects of brand power, meaning, difference, and salience, especially in the food and beverage, home, and personal care categories.

⎯ There are clear and current rewards for brands that seek to be at the forefront of mainstreaming progressive gender roles

Sara H. Byrd