Marketers tend to focus on things like breakthrough and persuassion or awareness and engagement or some other measures that determine whether people will be stopped in their tracks and will then motivated to spend their money on a particular product or service.
The fact is, Goodwill really is a pretty important measure, but in my opinion, has little to do with the ad being viewed and more to do with general perception of the brand. In other words, it's a cumulative effect no matter how much any research vendor tries to convince you otherwise.
At the end of the day, we don't want to spend our hard earned money on stuff being sold by corporations we think are greedy scum bags; we'd rather spend it on companies we think are doing positive things. More and more I think this goodwill measure will start to become important in consumers' purchase decisions. (for a number of reasons, we'll probably touch upon in future posts, but for now, I'll leave it at that)
Here's a great spot from Dawn that seems to be scoring high on copy efficacy testing, but that's not why I'm pointing it out. I'm pointing it out because it's the sort of thing that helps your brand "along the way", as I like to say. It's not an immediate reason to run out and buy Dawn, but with the proper frequency of exposure, people will come to think of Dawn as the brand that does good things; does the right thing with it's product for the benefit of the broader world around it.
Hey, everyone needs dish detergent, so why not support the company doing the right thing...along the way.
ON STRATEGY.
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