COVID Campaign Hub


Consumer reaction data gathered by Unruly reveals how audiences are responding to COVID-19 ads

To help advertisers deal with the uncertainty caused by the coronavirus pandemic, Unruly is measuring consumer responses to brands' COVID-19 response campaigns using our emotional testing tool, UnrulyEQ.

Throughout the pandemic, we'll be measuring consumers' emotional reactions to a range of campaigns from around the world. We'll also be tracking the impact on key business metrics, including brand favorability, and its overall EQ Score.

A global survey we recently published found consumers are looking for brands to inform, connect and entertain them during the pandemic. So for each ad, we've highlighted the percentage of viewers that felt informed after watching, as well as the proportion of viewers that felt intense warmth and happiness.

Check out all the findings below, which are broken down by the market they were each tested in. If you'd like a more in-depth analysis of any of the ads tested, please get in touch by emailing hi@unrulygroup.com. We will continue to add COVID-19 campaigns throughout the crisis, so keep coming back to see new findings and brands.

UK

UK

Birds Eye

6/10 EQ Score
46% Brand Favourability
28% Intense Emotional Response
18% Warmth
14% Happiness
9% Informed

Birds Eye - What's For Tea?

Ikea

5/10 EQ Score
26% Brand Favourability
19% Intense Emotional Response
11% Warmth
6% Happiness
7% Informed

Ikea - Stay At Home

ITV

6.7/10 EQ Score
39% Brand Favourability
40% Intense Emotional Response
20% Warmth
16% Happiness
9% Informed

ITV - Apart But Never Alone

Jack Daniels

6.5/10 EQ Score
36% Brand Favourability
37% Intense Emotional Response
19% Warmth
15% Happiness
5% Informed

Jack Daniels - With Love Jack

NHS

6.7/10 EQ Score
53% Brand Favourability
40% Intense Emotional Response
13% Warmth
4% Happiness
21% Informed

NHS - Stay At Home

Sainsbury's

5.9/10 EQ Score
38% Brand Favourability
21% Intense Emotional Response
7% Warmth
6% Happiness
35% Informed

Sainsbury's - Stop The Spread

Tesco

6.6/10 EQ Score
48% Brand Favourability
23% Intense Emotional Response
8% Warmth
7% Happiness
31% Informed

Tesco - Some Little Helps For Safer Shopping

Vodafone

5.2/10 EQ Score
31% Brand Favourability
23% Intense Emotional Response
11% Warmth
11% Happiness
11% Informed

Vodafone - Together

USA

USA

Volvo

5/10 EQ Score
31% Brand Favourability
25% Intense Emotional Response
11% Warmth
10% Happiness
12% Informed

Volvo - Heroes Road

Budweiser

6.5/10 EQ Score
57% Brand Favourability
48% Intense Emotional Response
21% Warmth
17% Happiness
15% Informed

Budweiser - One Team

Buffalo Wild Wings

5.5/10 EQ Score
39% Brand Favourability
42% Intense Emotional Response
6% Warmth
22% Happiness
8% Informed

Buffalo Wild Wings - Sports Live On

Ford

6/10 EQ Score
53% Brand Favourability
40% Intense Emotional Response
15% Warmth
13% Happiness
19% Informed

Ford - Built To Lend A Hand

Google

6.8/10 EQ Score
51% Brand Favourability
59% Intense Emotional Response
27% Warmth
20% Happiness
19% Informed

Google - Thank You Healthcare Workers

Guinness

5.9/10 EQ Score
49% Brand Favourability
42% Intense Emotional Response
21% Warmth
22% Happiness
15% Informed

Guinness - A St. Patrick's Day Message

Lysol

5.8/10 EQ Score
39% Brand Favourability
26% Intense Emotional Response
9% Warmth
11% Happiness
25% Informed

Lysol - That's Not A Tissue

Nike

6.1/10 EQ Score
42% Brand Favourability
47% Intense Emotional Response
13% Warmth
19% Happiness
13% Informed

Nike - Play For The World | You Can't Stop Us

Oreo

7/10 EQ Score
47% Brand Favourability
53% Intense Emotional Response
20% Warmth
37% Happiness
7% Informed

Oreo - Stay Home. Stay Playful

Postmates

5.6/10 EQ Score
41% Brand Favourability
38% Intense Emotional Response
14% Warmth
17% Happiness
16% Informed

Postmates - #OrderLocal

QuickBooks

5.2/10 EQ Score
43% Brand Favourability
35% Intense Emotional Response
13% Warmth
12% Happiness
23% Informed

QuickBooks - Small Business

Walmart

6.6/10 EQ Score
46% Brand Favourability
46% Intense Emotional Response
20% Warmth
22% Happiness
15% Informed

Walmart - Heroes

Germany

Germany

Aldi

6.6/10 EQ Score
31% Brand Favourability
34% Intense Emotional Response
16% Warmth
19% Happiness
7% Informed

Aldi - Gemeinsam

BfG

Results coming soon!

BfG - Danke

EDEKA

6.6/10 EQ Score
31% Brand Favourability
34% Intense Emotional Response
16% Warmth
19% Happiness
7% Informed

EDEKA - Danke

ING

Results coming soon!

ING - Dirk bleibt zu Hause

Penny

6.2/10 EQ Score
34% Brand Favourability
31% Intense Emotional Response
15% Warmth
15% Happiness
9% Informed

Penny - sagt Dankee

Schwabisch

4.9/10 EQ Score
22% Brand Favourability
29% Intense Emotional Response
15% Warmth
10% Happiness
9% Informed

Schwabisch - Bleibt

Sparkasse

Results coming soon

Sparkasse - Gemeinsam

Volkswagen

Results coming soon

Volkswagen - Der Ball

Singapore

Singapore

Air Asia

7.3/10 EQ Score
70% Brand Favourability
46% Intense Emotional Response
22% Warmth
20% Happiness
16% Informed

Air Asia - China

Colgate

6.9/10 EQ Score
70% Brand Favourability
42% Intense Emotional Response
20% Warmth
30% Happiness
11% Informed

Colgate - Smiles SG

Gov.sg

7.5/10 EQ Score
68% Brand Favourability
54% Intense Emotional Response
30% Warmth
23% Happiness
15% Informed

Colgate - Together We Can

Prudential

6.7/10 EQ Score
56% Brand Favourability
44% Intense Emotional Response
19% Warmth
15% Happiness
27% Informed

Prudential - Together SG

Philippines

Philappines

Colgate

6.6/10 EQ Score
76% Brand Favourability
75% Intense Emotional Response
41% Warmth
54% Happiness
11% Informed

Colgate - Share Your Smiles

Mcdonald's

6.6/10 EQ Score
87% Brand Favourability
67% Intense Emotional Response
26% Warmth
31% Happiness
27% Informed

Mcdonald's - COVID-19

Japan

Japan

Domino's

6.8/10 EQ Score
59% Brand Favourability
18% Intense Emotional Response
10% Warmth
2% Happiness
14% Informed

Domino's - Japan

Dominos - Social Distancing JP

Google

7.4/10 EQ Score
56% Brand Favourability
39% Intense Emotional Response
24% Warmth
5% Happiness
6% Informed

Google - Japan

Google - Thank You JP

Nestle

6.4/10 EQ Score
38% Brand Favourability
17% Intense Emotional Response
11% Warmth
5% Happiness
1% Informed

Nestle - Japan

Nestle - A Message JP

Otsuka

5.3/10 EQ Score
25% Brand Favourability
15% Intense Emotional Response
5% Warmth
3% Happiness
1% Informed

Otsuka - Japan

Otsuka - Pocari

Australia

Australia

BHP

5.5/10 EQ Score
39% Brand Favourability
23% Intense Emotional Response
6% Warmth
8% Happiness
26% Informed

BHP - A Message

Coles

7.1/10 EQ Score
39% Brand Favourability
32% Intense Emotional Response
14% Warmth
16% Happiness
14% Informed

Coles - Thank You

McDonald's

5.4/10 EQ Score
25% Brand Favourability
20% Intense Emotional Response
8% Warmth
13% Happiness
16% Informed

McDonald's - Contact Free

Tourism Aus

7.1/10 EQ Score
46% Brand Favourability
43% Intense Emotional Response
19% Warmth
22% Happiness
13% Informed

Tourism Aus - With Love From Aus

Learn more about UnrulyEQ.

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