At the BBC, we know the key to great storytelling is getting an emotional response from your audience. From our 2016 award-winning thought-leadership research study, The Science of Engagement1, we’ve discovered that stimulating emotion is key to delivering profound brand impact at a subconscious level for branded content. In 2017, we launched our Science of Engagement Toolkit, a branded content effectiveness tool to measure the emotional impact of our branded content. We’ve offered this as bespoke research to our high value clients, such as Huawei, HSBC, Optus, and many more.
In 2018, with the launch of The Science of Memory, we embarked on another journey to explore the relationship between emotion and long-term memory in delivering outcomes for brands in branded content; a second by second measurement of the nature and intensity of 6 emotional states, combined with eye-tracking to interpret why emotions are being experienced.
Getting into memory is crucial. At the simplest level, if something doesn’t get into memory it can’t possibly affect future actions. Beyond which, if something gets into memory it’s an indication that the brain has already subconsciously found a use for it – hence memory encoding is an indicator of likely future action. If we can create brand stories that will be encoded into a consumer’s long-term memory, the more likely they are to recall your brand when they’re looking to buy.