A brand character raises the odds of very large market share and profit effects by roughly a third
StatBrand & Creativity
Expressed as relative uplift, campaigns with a character Fluent Device were around 38% more likely to achieve very large market share gain, 28% more likely on new customer gain and 30% more likely on profit gain than campaigns without one.
Source
Fluent Devices Case Study - Creativity & Effectiveness: Developing creative best practice for long-term growth in a multi-platform world (System1 Group) (2019)
System1 Group; Fluent Devices research led by Orlando Wood, IPA Databank effects measured with Peter Field
Slide 18, System1 Group analysis of IPA long-term campaigns, relative uplift computed from 40.9 vs 29.7 and 34.1 vs 26.2
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PrincipleFluent Device - a brand-owned character that carries the drama across more than one adStatCampaigns with a brand character are more likely to deliver very large long-term effectsWarningBrand characters do not buy you pricing powerStatBrand characters shift the whole distribution of emotional response upwardPrincipleA recurring character makes correct brand attribution close to automaticStatAlmost no advertising uses a brand character, which is exactly why it still worksStatThe use of brand characters in award-winning long-term campaigns has collapsed since 1992WarningThe pursuit of relevance may be what killed the brand characterStatBrands leave their own character on television instead of using it where the impressions areCaseBritish Gas and Wilbur the Penguin in a single static press adPrincipleFame, Feeling and Fluency - the three things advertising has to producePrincipleEmotional response acts as a multiplier on share of voice, not an alternative to it