The Big Takeaways

Brand purpose ads struggle to break through

Comparing our 20 brand purpose ads to a benchmark for all video creatives, the purpose ads had a significantly harder time grabbing viewers’ attention and holding it. This held true for transformational and traditional ads alike.

How to activate: Use a multimedia program to reinforce your purpose and involve your targets. Adding shorter, more active communication will enhance breakthrough and better engage younger viewers who are used to shorter sound bites and communication strategies. Many of the advertising stories may not be immediately linked to brands in consumers’ minds. While this is not cognitive dissonance per se, it will take time and reinforcement for associations to be formed with their brands and audiences. This is true regardless of whether the ads are deemed “transformational” or traditional.

	Benchmark (Top 40%)	Total sample - all purpose ads	Transformational ads	Traditional purpose ads
Grab viewers' attention	74%	65%	64%	65%
Hold onto viewers' attention	56%	45%	44%	46%

Success Stories

Dove's "Reverse Selfie" is a poignant take on issues facing young tween girls that also fits perfectly with the essence of Dove brands. The message reaches every age group and is one of the best-performing ads tested.

H&M's "Conscious Exclusive" spot is simple, well executed branding and a clear message.

Patagonia's "We are all screwed" had the ability to hold onto its audience, and the issue resonates and is a fit with the brand.

FedEx "Delivering for Earth" provides a very clear and well branded message fitting in with what the brand does and tackling exactly what it can take on as its purpose (carbon neutrality).