Brands need to ditch their fear of emotions to make branded content work says BBC Storyworks head

October 26, 2018 11:56

Triggering as many emotional responses as possible in a story is the key to successful branded content campaigns, says the head of BBC Storyworks, Richard Pattinson.

Pattinson spoke to Mumbrella about its experience with branded content, and its research on the neurological triggers that drive consumers.

Head of BBC Storyworks, Richard Pattinson: “really important that there was frequent emotional content”

The key part of successful branded content campaigns was to grab the audience’s attention with emotional peaks early in the piece, Pattinson said.

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Paul Wallbank

Paul Wallbank was news editor at Mumbrella between June 2017 and June 2019. Previously he's covered business and technology issues for outlets ranging from The Australian and Sydney Morning Herald to the ABC and Business Spectator.

Topics

BBC StoryWorks content marketing Richard Pattinson

1 COMMENTS

Anonymous 26 Oct 18

So true. The set up needs to be funny – or whatever.
Open on a tattooist whose just made a spelling mistake. Funny from the get go. How he tries to get out of it makes it funnier. And how that creates an even worse predicament to solve is even funnier. Mr Bean touching up the Whistlers Mother portrait is my go to example.

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