The Misfits way
Creativity in advertising is a key driver of effectiveness, as illustrated in Ipsos’ analysis of thousands of ads and how regular people relate to them. This is captured in a framework we call the Misfit Mindset. The evidence shows that applying a Misfit Mindset to your advertising strategy drives a 20% uplift in short-term sales impact, by combining creative experiences and ideas with empathy and fitting in.1
But how to get there?
To help advertisers navigate the road to develop Misfits inspired advertising, in Ipsos’ latest learning “The journey to Misfits Creativity - This is the way”, we reveal what matters most at key stages of the creative development journey.
Strategy
Big ideas that demonstrate empathy and relate to people are 79% more likely to drive Brand Choice.
This is the case of Ariel’s “Share the Load”, and its latest execution, “See the Signs”, which shows how ageing couples can grow together instead of growing apart.
Early Expression
Dare to be different! Early creative routes that turn the idea into a unique experience are 103%2 more likely to grab people’s attention.
As an example, Aspercreme “Heels” Creative succeeds by expressing the Brand proposition in a unique execution.
Content and Context
While content is King, in the words of our friend Josy Paul, chairman and CCO at BBDO India, who shared with us at Cannes 2023, “Context is King Kong”, especially when it comes to social.
KitKat Japan’s YOKUBARI DOUBLE TikTok campaign, demonstrates the winning blend of cultural context, audience understanding and unique creativity, underpinned by nostalgic entertainment delivered by cultural viral hit sensation Pikotaro.
To adopt a Misfit Mindset early on in your campaign development and deliver effectiveness down the line, reach out to Ipsos.
Discover how much your early ideas or creative routes have the potential to become a true Misfits campaign with these early creative development solutions:
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Start your Misfits creative journey early
Episode 1 | Josy Paul, BBDO
Watch the first episode of our Ipsos Creative Journey vodcast and hear from BBDO creative guru and CCO Josy Paul. Guiding you through the creative journey to understand the Misfits Way to develop best-in-class and game changing creative, Josy shares his experience of the Ariel Share the Load campaign – how the brief landed, how the insight was uncovered, and how they found the inspiration to tell so many heart felt and emotive stories, and reinforces the key role of empathy in the creative development process.
1- Difference vs average performance on creative effect index in Ipsos global creative evaluation database (n=1,734 cases)
2- % more likely to drive top performance in Brand Attention potential in Ipsos global meta analysis from Early advertising routes database tested in Instant|Labs (1,465 cases)
