Only 15% of campaigns remembered after 60 days, Havas finds

“The study found that once a campaign reaches this active recall status 13% of people are likely to buy a product or service as a result of it, while a quarter (25%) will mention it to family or friends. Reputation is also impacted, with 38% of people likely to think positively about a brand or organisation if they remember a campaign and 8% will then follow a brand on its social channels.

“Our research has revealed there is a gap between being aware of a campaign and remembering it. Respondents explained that with so many channels broadcasting, they were made aware of many campaigns, but they didn’t remember the messages behind most them a few days later, and many actually discouraged them from engaging or buying from them.

“Memorable campaigns, however, had noticeable positive effects on the focus groups, meaning campaign recall is an objective more brands need to consider in their strategy planning.”

The campaign that received most unprompted recall of 2018 to date was Sky’s ocean plastic campaign, with 8% of people naming it as the campaign they remembered most this year to date.

49% of people felt there was too much information from brands, and this was highest in London (25%). Of those that felt the amount was ‘just about right’, the North of England was highest (54%).

Havas PR will be producing a guide to memorability as a result of the study.