BBC StoryWorks created Huawei Explorers content campaign which featured four high quality short films with the objectives to increase brand awareness, favourability and to engage viewers with a marketing message that inspires social responsibility and innovation for future mankind.
In addition to typical post-campaign report using digital and social analytics data from Google and Facebook, BBC StoryWorks showcased the campaign outcome by implementing three types of neuroscience measurement techniques in an effort to holistically measure and assess true engagement from consumers.
The principle methodology used in this case study, Science of Engagement, had received a Campaign Asia’s 2016 AMES (Tangrams) award for Innovative Use of Data Technology. In 2018, we’ve further developed a formula that allows us to indicate how each creative element delivers against the purchase funnel.
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