For the 2020 holidays, advertisers tapped into seasonal sentiments heightened by an emotionally charged year. How well did they harness this opportunity to the enduring creative "powers" of effectiveness? We learned that the levers of creative effectiveness still matter when it comes to holiday messaging.
As companies' creative strategies evolve, new channel applications have emerged at a rapid rate. At Ipsos, we analyze our robust database of ads to identify evergreen principles of creative effectiveness in the areas of branding, engagement and persuasion. Our goal: to provide marketers with frameworks to guide their advertising. For this year's holiday season, we homed in on five of these principles, or "powers," as key to success.
Download our latest paper exploring the power of distinctive assets, drama, context, simplicity and the brand’s role!