Upworthy
Understanding the impact of ‘feel good’ & ‘happy’ advertising on brands
challenge
Upworthy wanted to understand the business impact of building brand love, both in the short and long term. And identify key benefits that a brand receives when their message is distributed from Upworthy’s social profile to their highly positive, engaged social audience vs other environments.
OUR APPROACH
As a research provider, we ran a detailed secondary research analysis to identify case studies and examples where brands gained affinity and market share as a result of their ‘feel good’ advertising. We also ran analysis on Upworthy’s platform to specifically understand the impact of advertising on their platform vs. brand’s own platform.
THE INSIGHT
“Feel good” advertising is marketing to evoke a good feeling or emotional response from the viewer. Happy people tend to purchase more, and thus a brand that brings you joy is likely to sell more. Businesses harness the power of positivity and joy to increasing brand awareness, encouraging positive interactions with your brand, and boosting brand loyalty.
OUR APPROACH
As a research provider, we ran a detailed secondary research analysis to identify case studies and examples where brands gained affinity and market share as a result of their ‘feel good’ advertising. We also ran analysis on Upworthy’s platform to specifically understand the impact of advertising on their platform vs. brand’s own platform.
THE IMPACT
Upworthy was able to build a business case to its clients to advertise more effectively on its platforms. With additional ad testing conducted post the desk research phase, it was able to provide statistical evidence for increased brand affinity with ‘feel good’ advertising.
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