Taboo-Breaking Ads Drive Brand Growth and Consumer Attention

Capturing consumer attention among many competitors is a challenge not only in e-commerce. The report “Breaking Taboos: How breaking convention pays out” uses data from Ipsos’ creative testing database to illustrate the effectiveness of emotionally charged ads that push boundaries.

The analysis shows that ads that choose to go off the beaten path and bring unconventional themes can increase attention by up to 21%.

Creating emotionally charged ads can bring more effective business results for brands. Positive ads containing these elements are about 40% more likely to support long-term brand growth and reduce brand price sensitivity.

This means that a bold approach in advertising that breaks conventions not only immediately grabs attention but also promotes long-term customer loyalty and brand strength.

Despite these clear advantages, some brands still hesitate to let their ads step out of the comfort zone. Of course, every coin has two sides. When trying to evoke emotions, you have to count on the fact that they are not always just positive.

Ipsos data shows a 107% increase in concerns about negative reactions to supporting women’s rights. This fear is understandable in a time when brands risk being perceived as insensitive or facing so-called Cancel Culture.

For e-commerce brands, these findings highlight the potential benefits of boldly pushing boundaries in advertising. By creating emotionally resonant and unconventional ads, e-commerce businesses can capture consumer attention, foster long-term loyalty, and ultimately achieve greater commercial success.

Ipsos monitored 36 advertising campaigns and tracked how they were talked about. The insights revealed four areas that increase success and positive perception:

1. Cultural impact: Ipsos recommends creating ads that reflect the real world. It places greater value on the need to say something, not sell something.
2. Bold creativity: When you’re bringing controversy, try to spice it up a bit. Surprising the general public with unconventional visuals, execution, or copy can help you turn them into customers.
3. Positive feelings: The controversy of the campaign attacks the senses. Try to make the final impression positive.
4. Create controversy: Remember that you don’t have to please everyone. That’s the risk of controversy, and comments from detractors confirm that you’ve really struck a chord.