Build, measure, learn: How the BBC deciphered emotions to make stories work in content marketing

Patrick Fagan and Sally Wu

This paper explains how the BBC conducted research to evaluate the role of different emotions in content marketing, and shows that neuroscience technology plays an important role in measuring content effectiveness.

Introduction

"Consumers don't think how they feel. They don't say what they think and they don't do what they say." - David Ogilvy

It's said that 95% of all purchasing decisions are not made consciously. In other words, brands that evoke our emotions always...

WARC subscribers can sign in to keep reading

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

WARC consistently delivers valuable insights that help to make me look like an expert in front of my colleagues and clients.

Dasha Boryso
Strategy Partner, Fetch

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands