Transformational creatives empower, differentiate
At a time when purpose marketing needs a shake-up, transformational messaging can provide a welcome jolt of authenticity. We found that “transformational” purpose ads – those that focus on consumer achievements and empowerment, rather than the brand’s own heroism – had a stronger emotional impact across a number of key questions. (See Table 4.)
GfK found clearly significant differences on statements such as “makes me feel empowered by the message” and “message sets it apart from others in the same category.”
Table 4. Impact statements: Traditional vs. Transformational purpose ads
Ads with a transformational difference All generations: Hiring Chain, Dove, Colgate, and Ben & Jerry’s Gen Z & Millennials: H&M Gen X: Toyota and P&G Boomers: Toyota, P&G, and Patagonia
