Celebrating consumers as heroes inspires empowerment, action
Our study showed that, for purpose and general ads alike, two-thirds of consumers reported that they were “more likely to want to talk, learn or do something about what they viewed” in the creative. Purpose ads with strong transformational messages were particularly resonant when it came to inspiring action and creating an impact – not surprising, given the motivational nature of this approach.
How to activate: Be sure to recognize that brands alone cannot enact global change. They can – and should – provide powerful inspiration; and, with smart strategic approaches, they can also build their brands in the process.
The key is not leaning too far in either direction.
The following all had strengths in creating intent to action in one aspect or another.
