00:01The most effective marketing campaigns are when brands are more conscious with
00:06their content and take the opportunity to make a human connection. Conscious
00:11content is genuine inclusivity, a celebration of individuality, and having
00:16a sincere interest in your consumers to make a meaningful impact. We had the
00:22hypothesis that when brands take this more empathetic attempt with their
00:25content that this could drive both a positive social impact and a positive
00:31business impact. So we conducted an experiment to find out. We partnered with
00:36a cognitive research firm to get a deeper understanding of how conscious
00:40content was driving optimism, brand advocacy, and purchase intent. We use
00:46biometric measurements, a 90-person pre and post exposure study, and 30
00:52exploratory interviews to unveil the deeper impact of content on consumers.
00:58During the interviews we heard a variety of initial reactions. It's just amazing to
01:03me that that type of advertisement was produced and must have gone through such
01:08a strong vetting process and I think what that says to me is that we need women, we
01:13need people of color, we need diverse humans represented in media at all levels,
01:20especially management. I feel like today in media I'm seeing more people of color,
01:26more than I typically see and I feel like there's more of an initiative to show
01:31diversity and different types of people. For it not to just be black, white, Latina,
01:37for it to be specific within that, that it's not just like gay stories but it might be
01:42queer stories, it might be bisexual stories. Having real conversations with the
01:47consumers and not just using stereotypes or projections of what they think an
01:53underserved community or a minority might be attracted to.
02:00And our biometric findings unveiled the deeper cognitive and emotional response.
02:05After viewing conscious content, feelings of optimism rose in comparison to
02:11non-conscious content where optimism saw a statistically significant dip. We saw an
02:17increase in brand advocacy. Viewers were nearly two times more likely to share a
02:23conscious video than a non-conscious video and ultimately they were more
02:28likely to purchase. With 58% of viewers expressing purchase intent after
02:33exposure to the conscious videos, it became evident to us that our hypothesis was
02:38true. Brands can drive a positive impact for both consumers and for their brand when
02:45they create content through a more conscious lens. When I think of positive
02:49media content, it makes me feel like we're in this together. Staff the writing
02:54rooms, staff the production studios, staff your team with people that look like this
02:59country. It's no longer an excuse. You work in media, you have access to
03:04information and it's no longer an excuse.
