How the BBC Ties Memory to Branded Content Effectiveness
BBC StoryWorks, the content marketing division of BBC Global News, has studied how content triggers long-term memory and in turn drives results for brands. The Science of Memory study, which came out Oct. 11, is an extension of the work the BBC started in 2016 to understand how emotion, measured through eye-tracking and facial coding, moves the needle for branded content.
StoryWorks tested six branded videos on over 2,000 respondents using facial coding, eye-tracking and measuring long-term memory in four markets: the U.S., Germany, Australia and Singapore. The brands were e-commerce platform DHL, Mini, Korean Air, Rocky Mountaineer, Dubai Tourism and Seychelles Tourism. Across all six films, StoryWorks found a 61 percent increase in brand consideration compared with the control group.