Campaigns with a recurring "Fluent Device" character are 23% more likely to gain market share.
23%
market share gain likelihood
StatBrand & Creativity
System1 found that 'Fluent Devices' - recurring characters or devices in long-running campaigns - make a campaign 23% more likely to achieve market share gain.
Source
The WARC Guide to brand assets in a hybrid world (2022)
WARC (eds. David Tiltman, Lena Roland, Catherine Driscoll); contributors incl. Jenni Romaniuk & Brooke Klement (Ehrenberg-Bass), Nick Liddell (Baron Sauvage), Adrienne Little (And Rising), David Taylor (the brandgym), David Courtier-Dutton (SoundOut), Panos Dimitropoulos (Kantar), Rachel Barton (Design Bridge), Morten Grubak (Virtue), Elisa Harca (Red Ant Asia)
p. 10; System1, cited in The WARC Guide to brand assets in a hybrid world
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