Which videos should I invest in to maximise my return on media?
Wieden+Kennedy were commissioned to create a series of viral videos to heighten awareness of the Heineken brand.
Filmed across four continents they created a series of episodic adventures, which followed intrepid explorers taken from their daily lives and “dropped” somewhere into the great unknown on a legendary travel experience. They used real-life candidates, in a multitude of challenges in adventurous environments—tough terrain, curious locals and unusual modes of transport.
In its full form, this episodic content was over 2 minutes long, with their trailers cut down to 30 seconds. Heineken’s media partner AOL, wanted to know which of these episodes resonated most with the target audience to help guide a more efficient media spend.
This rich campaign resulted in testing 11 episodes, collecting the emotional feedback from over 4.200 viewers across 3 key target markets: Spain, US and Australia within a week.
Our results revealed that the bite-sized trailers lost their emotional punch. The narrative at the core of the “Dropped” concept was far more engaging within the episodic content.
Longer episodes were 90% more engaging than the shorter trailers
Morocco TrailerEmotionAll® score
AOL immediately used this insight to reduce the media spend on trailers and invest in promoting the episodes instead. The effect was instant with higher ROI as longer content drove 2x click-throughs, 3x social actions and 6x content action than the trailer material.
The difference between good and exceptional resulted in 12x more social actions
AOL used the EmotionAll® score, (based on engagement, attention, retention and impact) as a response guide to maximise results.
For example, one achieved the exeptional EmotionAll® score of 9 and was allocated more ditribution resource than the slightly weaker episode which scored a good 7.
|Lower Performance||High Performance|
|Avg view to end||x1||x3|
|Social actions (per 1000 views)||x1||x12|
The episodes were watched in 208 countries and racked up over 35 million views.
Realeyes provided AOL with actionable and predictive insight into how content affected Heineken’s overall campaign results. By revealing that the longer episodic content had much higher engagement at the launch of the campaign, AOL was able to make real–time distribution decisions, maximising campaign KPIs including view-through rates and social actions.