Marketing effectiveness specialist Effie and the market research company Ipsos have joined forces to publish a new report titled Breaking Taboos: How breaking convention pays out. According to the study’s findings, breaking convention can help drive an increase in ad attention, resulting in long-term brand growth.
More specifically, the data shows that breaking taboos and defying category conventions can give advertisers a 21% rise in ad attention. Empathy and surprise were also found to have the strongest correlation with long-term brand growth.
Despite the opportunities associated with breaking taboos, many brands fear facing backlash over certain topics. Taking a case in point, Ipsos’ data revealed that there is a whopping 107% rise in fear of backlash when addressing women’s rights in the UK. In a press release, Samira Brophy, Senior Director of Creative Excellence at Ipsos, said:
‘It is understandable if brands are concerned about backlash in a time when they risk being tone deaf or cancelled. This report proves that breaking taboos, when done with craft, confidence and creativity can both spark attention and drive effective results. We are lucky to have the richness and heft of the Ipsos ad testing database combined with specificity and breadth of Effie case studies to work with. They enable us to share vital evidence based insights to support our industry by helping marketers make sound commercial decisions that are a win-win for business and society.’
Breaking Taboos: How breaking convention pays out features case studies and examples of Effie-winning campaigns from The Gate Worldwide, adam&eveDDB, Havas Lynx Group, and Ogilvy UK. Proving that indifference negatively impacts brand growth, the report contains advice for advertisers to break taboos in the ‘right way’.
View the full report on Ipsos’ website here.
Featured image: Ipsos x Effie
