Neuroscience for Successful Socially-Charged Ads
Thursday, Nov 21, 3:30 pm - Main Stage
In their quest for a new beauty industry standard, promoting a healthier self-image for girls and women, CVS Pharmacy wanted to introduce more transparency in their beauty campaign and in-store imagery. They were curious to know how shoppers would respond to unaltered images (in comparison to digitally altered images), and to the ‘Beauty Unaltered’ campaign overall?
As socially-charged, purpose-led messaging continues to grow, how do you make sure the information you convey resonates with consumers on a deep, emotional level? Join Allegra Pedretti and Nietschze Lam to learn how CVS Pharmacy and Nielsen leveraged EEG and eye-tracking to understand true consumer engagement, for campaign success and social change.
What you can learn:
How neuroscience can contribute to campaign success and social change
- How Nielsen used EEG and eye-tracking to get a deeper understanding of non-conscious and emotional responses to different types of images