Amazon vs Febreze ads: two typical story arcs. Only one works. Why?

Today’s bites:

?? Google: traditional slow–burning story arc doesn't play out well on YouTube.

?? Instead, you should start high with full emotion and strong branding.

?? Behavio ad testing proves that this applies to TV ads as well.

?? Febreze and Amazon – examples of traditional vs. effective story-arc.

Don’t hire Shakespeare to write ads for you – the narrative line of classical drama which builds tension up to the climax ("catastrophe") may not be well-suited for advertising. In its ABCD framework, Google suggests that the classic slow-burning narrative doesn't play out well on YouTube. Instead, they champion a rapid-fire approach: kick off with strong emotion and unmistakable branding.

At Behavio, we measure the impact and effectiveness of US commercials. Data suggest that traditional story arc doesn’t work well on TV either. Let's take a look at two case studies: Amazon and Febreze.

Amazon: Traditional story arc doesn’t work

Last Christmas, Amazon chose a traditional route for their ad. It started leading in with a mysterious trek through a forest (0-10s), the gradual unveiling of a Red Riding Hood figure (10-20s), and culminated in a comedic twist with the Big Bad Wolf (20-30s). Despite this engaging narrative, our ad testing at Behavio found that although the ad was amusing and memorable, it didn't leave a lasting brand impact. But why?

Watch the Amazon ad analyzed by Behavio.

The short answer: people don't stick around for the climax. Viewers' emotional engagement was low in the ad's early stages, meaning attention was also low. Remember, emotions drive attention, a crucial component of effective advertising. Research shows that dwell times for ads are less than 2s for digital formats and under 14s for a thirty-second TV spot. Not ideal for a slow-burn story arc.

Start high with emotion &?branding like Febreze

Now, let's check out Febreze's ad campaign. It might not be an award winner in the creative department, but its quick, "heartbeat" narrative structure was a hit. It efficiently demonstrated various usage scenarios, repeated the word "fresh" five times, and showcased the brand name and logo multiple times. Despite the repetition, viewers weren't bored. Instead, they found the relatable, humorous situations engaging from start to finish. This high engagement, together with high brand and message recall throughout the ad, leads to an exceptional brand lift.

Watch the Febreze ad analyzed by Behavio.

The takeaway? Start strong with both emotions and branding. Maintain the momentum with several emotional peaks and intersperse brand cues throughout. And don't worry too much about a grand finale – most viewers are already gone.

And if you’d like to learn more about effective ad story arcs, you can watch my recent webinar – with many more tips and case studies.