Emotion continues to be a highly utilised creative strategy across the WARC Effective 100, with 59% of cases incorporating it into their approach, according to the latest data from the Lessons from the Effective 100 Report.

Other notable changes include the increase of storytelling from 30% of cases in 2018 to 39% in 2019, making it the second most common creative strategy in the 2019 Effective 100. As well as this, the use of informative and educational strategies decreased by 11 percentage points, from 45% in 2018 to 34% in 2019.

Emotion remains an important way to attract and hold attention, which was a key feature of the campaigns in the Effective 100 this year. Its use is important for long-term business effects, and emotion-led strategies can be seen in work such as Bodyform/Libresse’s #Bloodnormal, which focused on an emotive societal taboo in the UK with the aim of driving behavioural change.