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Group SJR

Video: Create content that leads to purchase

This Group SJR-hosted event spotlights an innovative technology to help brands better understand what motivates consumers.

June 04, 2019

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Fairmont Hotels & Resorts' "Canine Ambassadors” was among brand films screened at May 1 Group SJR-hosted event. (Film was produced by Great Big Story's brand studio Courageous)

How can you measure the impact of brand content? On May 1 in Los Angeles, Group SJR and PRWeek tackled that question by launching an experiment in which marcomms leaders, each fitted with a sensor, watched five brand films. The sensor measured their neurological responses to what they were seeing on screen – second by second. 

The analysis of the data, conducted by a team of on-site neuroscientists led by Dr. Paul Zak, founder and CEO of Immersion Neuroscience, the company that developed the sensor, was immediately shared with the audience. This was followed by a panel discussion featuring Group SJR CEO Alexander Jutkowitz; Dena Cook, EVP, head of global comms and PR at Mattel; and Zak.

The experiment yielded valuable insights that you can apply right now to the content you're creating, to directly impact purchase activity.

Check out the video below to get a taste of what happened. For an in-depth recap of the day’s events, takeaways, tips and a deeper dive into how "immersion" can help your branded content succeed, check out this eBook.

Subject Tags:

  • Storytelling
  • Technology

More...

  • Recipe for a comeback

  • Brandstormers: Featuring Bacardi's Lisa Jedan

  • Hungry for the right message

  • Voice technology: The megaphone for marcomms

  • The AI message: Facing the fear

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