The recently released Berlei brand campaign #DoItForYourself starring Australian Open winner Serena Williams dancing with abandon to The Donnas’ cover of Billy Idol’s iconic 80’s track “Dancing with Myself”, has highlighted the power of emotional social video.
Created and amplified by content agency Emotive, this digitally-led campaign has amassed over 10 million views, with a social engagement rate of 4.47%, including 24,000 shares and over 50 pieces of PR locally and around the globe.
The success of the hero piece ‘#DoItForYourself’ has by no means come down to luck. Emotive, through its strategic partnership with Unruly, used the video ad tech company’s content evaluation tool Unruly EQ™ to predict the impact of the content ahead of launch. The content testing tool uses a combination of methods to evaluate, highlight potential improvements and predict the emotional impact and brand effectiveness of video ads, and has been trained using more than 1 million consumer responses.
For this campaign, key emotions identified included ‘happiness’, ‘inspiration’ and ‘exhilaration’, all considered positive high arousal emotions that drive sharing behavior.
Simon Joyce, CEO and founder of Emotive, commented: “Being able to measure our campaigns on this level provides a new depth of insight in understanding effective social video. In this Berlei Serena Williams piece, the Unruly EQ test allowed us to hone in on the key emotions targeted and optimize the edit accordingly. The proof is in the results with an engagement rate in excess of 4% setting a new Emotive benchmark.”
Berlei Marketing lead Zoe Hayes said: “Unruly’s content evaluation was critical to our success. It removed subjectivity and informed us clearly how we edit content to elicit the most positive emotional connection with our audience. It also challenged our launch and amplification process – and as a result the campaign has earned global reach and love.”
Lance Traore, Unruly’s Managing Director, Australia & New Zealand, said: “Unruly EQ gives marketers peace of mind, removing any doubt ahead of a campaign’s launch. Marketers who test their content using EQ know exactly what the impact will be on their target audiences. By bringing together data and emotions, EQ helps advertisers measure the metrics that move the needle.”
Hero Piece 1: #DoItForYourself
Hero Piece 2: ‘Behind The Dance’