Case Study: DKMS improves emotional ad performance with Nielsen Consumer Neuroscience

Finding the Edge of the Creative Cliff

DKMS, a blood cancer charity, wanted to encourage the public to register as potential donors while conveying the severity of blood cancer in a way that would engage viewers and drive action. Nielsen Holdings’ Consumer Neuroscience team worked with DKMS in Germany to test a new campaign.

Nielsen Holdings analyzed the 30-second “Ice World” ad using EEG-based neuroscience measurement and identified scenes that were disengaging viewers, including overly negative imagery. After DKMS made the recommended edits and shortened the ad to 20 seconds, Nielsen re-tested it and found the ad had moved from the bottom for emotion to the top, with other key measures also improving.

DKMS