New Research backs our advice: Make your CONVID-19 ads “empathic”

So, what should advertisers do, especially political campaigns, to score with the audience?

If you’re getting typical campaign advice you might want to check this out.  Morning Consult ran the numbers. Here’s what they came up with:

Ads focused on the pandemic are everywhere, and companies are learning on the fly how to address the new reality in a way that resonates with consumers.

To provide insight into what successful messaging looks like, Morning Consult dial-tested ads addressing the pandemic in different ways, asking a nationally representative sample to react in real-time.

Some of the highlights of the study include:

  • Ads addressing the pandemic had an average favorability significantly higher than a control ad with no mention that was tested.

  • The highest-performing ads largely had an above average share of viewers rating them as “empathetic,” suggesting that consumers are looking for brands to genuinely communicate whether they understand what consumers are going through.

  • DoorDash’s “Open for Delivery” ad had the highest favorability of all ads tested. Consumers were particularly likely to describe it as “optimistic” (9 points above average) and “sentimental” (11 points above average). Plus, purchasing intent for DoorDash due to “Open for Delivery” ranked the highest of all ads at 61 percent, 14 points above average.

About Bob Grossfeld

Robert "Bob" Grossfeld has 30 years of experience as an award-winning, political strategist and media consultant. He has twice served as Senior Advisor to Members of Congress, Special Assistant to the Arizona State Senate Majority Leader, and Communications Director at the Arizona Department of Education as well as the Arizona AFL-CIO. He also launched and was the Publisher of the groundbreaking online political paper, 'The Arizona Guardian." He has produced award-winning media campaigns and strategies for ballot measures, candidates for Congress, Legislature, municipal offices, and Native American Tribes. Bob is President of POLITICARE and Founder of The Media Guys
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