Understanding success criteria for charity advertising to get stronger response, charity, facial coding


A charity wanted to understand what the successful ingredients of their Direct Response TV advertising were in order to be able to optimise future creatives.

What we did:

We analysed the facial coding response to 32 of their ads and built a model comparing the emotional response with the rate of donations

Key insight:

We found that it wasn’t just the emotions created, but the intensity of the emotion that was at the heart of success.    From understanding which executional elements create the necessary level of intensity, we developed a creative framework to help the client make more effective ads.


The client has used the key insights and creative framework to brief in future work from their ad agencies.


Learn more about facial coding 


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