Motivational Targeting + Context = Branding/Sales Lift

Bill Harvey and Gaurav Shirole

Details research that used system called DriverTags to discern which of 265 psychological motivators are found in a specific ad, used as a basis for resonance scoring.

I. Introduction

Brand growth is the mantra of marketers. Today the number of new tools available to help marketers achieve brand growth is multiplying annually. The new focus is on large scale databases, data science, artificial intelligence, biometrics, and the beginnings of a true marketing science. However, all of this is competing for attention within the context of established marketing processes, advertiser-agency relationship structures, and higher order degrees of complexity of communication. The result is that "good enough" often substitutes for adoption of proven innovations.

This is a case study not only of high relevance to all marketers for the...

WARC subscribers can sign in to keep reading

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands