The Big Takeaways

Transformational ads are particularly effective at getting their messages across

When it comes to message clarity, the purpose creatives we tested significantly outperformed the general industry benchmark – with transformational creatives especially strong. Nearly half (48%) of transformational ad viewers reported that the message was clear, compared to just one-third (33%) for all ads. Some simple brand purpose ads do a solid job at communicating clearly, but creatives varied widely in their focus on specific messages and actions. There are only a few ads that put the most compelling attention on what to do or what has been done.How to activate: Ensure the most memorable creative elements reinforce the action the brand is inspiring to change; this is a core trait of transformational campaigns and suggests a potentially powerful alternative to traditional messaging. Being clear and to the point is especially important for purpose ads – and it is also essential to ensure that the brand fits with the message and is well woven into the story.

Success Stories

Dove’s “Reverse Selfie” and Patagonia’s “We are all screwed” – while very different creative executions – are also better at message clarity. Again, they are both known for the very purpose and transformation they ask of their consumers.
“The Hiring Chain” is focused on the upbeat story of someone who hires, and inspires another to hire, and so on. The main creative elements reinforce the intended behavior change.