Together with Wagawin foodpanda chose the LivingAd format Video Emotion, a highly appealing format that invites consumers to engage with the video. Users interact with the ad by choosing easily accessible emoticons located in the bottom of the video. In this case the four displayed emoticons were: a big smiley, heart, thumbs up and thumps down. The thumps up emoji was most used and overall an overwhelming positive reaction was achieved across all emojis.
The collected data gave better insights into the selected target groups of females between 18-34 years and between 35 – 45 years versus males 18 – 34 years and between 35 -45 years. The best results were achieved by females between 18 – 34 years, followed by male 18 – 34 years, which implies that a younger audience was more active or felt more spoken to. Furthermore, user segments were built which consisted of three groups: users who chose a positive emoji, users who chose a negative emoji, and users who clicked through to the landing page. These segments can be used for further campaigns to re-approach interested consumers, build lookalikes, mobile websites, Apps and also for cross device usage.