A picture tells a thousand words, but what if your picture’s message is lost in translation? SB's Head of Insights Callum Gould talks about the importance of measuring emotions in campaigns and how to do it.
"Failing to connect with your audience has shown to be disastrous for a brand. But, when you engage audiences on a deeper emotional level, you can create highly impactful campaigns. Focusing on achieving emotional connectivity through imagery means the way brands create such content has had to evolve."