The Unskippable Labs Team of Google has gained insights from an experiment on YouTube to understand the effectiveness of food advertising. To achieve this, the tech giant created a fake pizzeria, named Doctor Fork to gauge the effectiveness of commercials. The team placed thirty-three spots of the commercial on YouTube, and this fetched more than a staggering 20 million views.
The idea of the creative team was to check out certain established practices followed by advertisers and brands when it came to food commercials. The creative director of Unskippable Labs said that advertisers have been typically averse to the idea of ‘showing a character looking at the camera while chewing food’. While many may have wanted to debunk this theory, none really wanted to take the chance of giving a try and seeing it falling flat. The whole idea of the fake ad spots was to understand how ads actually impacted and influenced buyers, and to also check if biting and looking at the camera was a no go.
The team gained considerable insights from the safety of a fake brand, with the stock footage being effectively used to run the ads and gauge user response. The need to achieve top of mind recall and brand recall have always been at the heart of commercials. And Google’s Dr.Fork helped shed more light on getting there. As the team explained, multi-sensory experiences were the key to better brand recall, which effectively meant that ads of food needed to stimulate all the senses of the viewer in order to get the brand wedged right in the top of mind recall category.
The experiment was nothing short of pathbreaking, as academic research and studies in this area have relied more on theoretical, rather than real life situations. This fake ad gave the team the space to delve deeper into the minds of audiences to understand the actual impact of food commercials and the manner in which visual imagery needed to be captured and portrayed on screens. Advertisers will now find it easier to get their creative heads to chalk out the right strategies based on the results of this experiment. Google redefined the contours of advertising with a fake pizzeria, turning viewers into participants of a grand experiment.