This document discusses how brands can apply subconscious techniques to digital advertising and content. It provides three examples of how brands have successfully used subconscious storytelling: 1) Online branded content was seen as creating deeper brand engagement than social networking as it avoids the perception of "liking for rewards" rather than genuine interest. 2) Advertising that made consumers feel closer to the brand through subtle experiences, rather than direct selling, led to increased purchasing and seeking of additional information. 3) Collaborative storytelling allowed consumers to immediately recognize a brand through consistent imagery and messaging across channels like TV and online videos.

3. Applying subconscious to digital
“
“
It's thinking - its just thinking that
moves a little faster and operates
a little more mysteriously than the
kind of deliberate, conscious
decision-making that we usually
associate with "thinking”.
Malcolm Gladwell
Blink

4. Borrowing from other books

5. Social Networking | the holiday book?
Online branded content was seen as creating deeper brand
engagement than most alternatives – such as social networking.
Instant
Gratification
“ “
“ “
You’re doing the liking to get There’s been quite a few recently where
“
something, not because you you have to Like it in order to enter a
actually like it . competition for £1000 or something.
25-45,
Leeds 18-24,
Leeds
Source: Subconscious Storytelling research, Yahoo!

6. Face Value | Conscious
Brand closeness
This advertising made me feel closer to the brand
Branding and content
fit 51%
11% 26% 23%
+
Purchased 20%
“
“
It's more subtle than just trying to give Looked for more
you the hard sell, it is more about the information 20%
experience.
25-45,
London

7. Collaborative Stories Deliver
“
“
I knew it was Special K
immediately, because of the
woman in the red dress from
the ads on TV– and the
whole thing is the same
18-24,
colour red Leeds

8. Publisher Preference
“
“ It wouldn’t influence me any more or any less
if Diet Coke was on Yahoo! or Channel 4. 18-24,
London

9. the blurb
full insights deck available after we come present to you at your
work and get your valuable feedback
all slides and videos are nickable if you fully source them:
source: Subconscious Storytelling, Yahoo! May 2012
Contact Patrick Hourihan (hourihan@yahoo-inc.com) or your
local sales rep for more details