Winning Hearts and Minds With Science and Sentiment

Abstract

Twitter and EyeSee Research teamed up on a study that combined science and sentiment, in order to help brands run the most impactful holiday campaigns. They combined state‐of‐the‐art behavioral methods and experimental design aiming to identify effective attributes of holiday ads. Results offer insights that help marketeers generate longer dwell times and elicit positive emotions along with increased recall, product awareness, message association, and purchase intent.