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Be viacom’s “BRand Engagement Project” Viacom has long been able to quantify viewers and users through ratings, impressions and audience segmentations. But in the award-winning “Brand Engagement Project,” the international brand solutions sales business, Be Viacom, takes a unique approach with the first-ever international neuropsychological study into understanding the emotional drivers of the Viacom audience. The project digs beneath the surface of what drives consumer engagement for MTV and Nickelodeon viewers. In conjunction with the psychologists at Neurosense, Be Viacom identified five basic human psychological rewards they deemed relevant for testing brand engagement among youth: Dependability, Functionality, Social Inclusion, Enjoyment and Individuality. Respondents’ levels of engagement were measured on how the MTV and Nickelodeon brands deliver against these psychological needs. Since engaged viewers are active consumers – and 80% of all buying decisions are made at an emotional or implicit level – engagement matters for brands. In this study, engagement is defined as an attachment or feeling that attracts and holds fast the attention of a person/persons. To capture implicit engagement, a comparative engagement score (on a scale of 1-10) was created using rapid word-brand pairing, multiple responses from random samples and statistical analysis. Viacom’s “Brand Engagement Study.” Nickelodeon’s “INTERNATIONAL GPS: KIDS’ INFLUENCE” Unlike previous generations, decision-making within families is almost entirely collaborative today – meaning that the scope of kids’ influence has changed and is impacting purchasing decisions. Whether it’s to teach their kid that his/her opinion matters – or because they feel that their child has a stronger opinion or is more knowledgeable about brands than they are – parents are asking their kids for their opinions and taking them seriously. In “International GPS: Kids’ Influence,” Nickelodeon takes a look at the relationships between parents and kids across 11 countries, today’s increasingly collaborative family dynamics and the power of kids’ influence over purchasing decisions. |
