B
Evidence Grade B
Graded
accuracy verified by the review judge
Safe to Cite
Aging
70%
70% -- share of campaign effectiveness attributable to creativity for advertising campaigns (2024)
Creativity accounts for 70% of campaign effectiveness / media impact.
Attribution:
View source
Lighthouse Research Team
Last verified:
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Source verified
Evidence graded
Value
70%
Unit
Percentage
Data Vintage
2024
Entity
Evidence Quality
B
Strong, reliable evidence
Sourced from a well-regarded research firm or industry leader with transparent methodology and a reasonably large sample.
Single source - not yet corroborated
Score breakdown
Extraction
50
Source Trust
60
Citation Chain
20
Independence
30
Methodology
45
Freshness
95
Source
Unilever
Primary
Tier C
https://adlook.com/blog/how-unilever-is-navigating-digital-challenges-in-a-huge-diverse-and-dynamic-… ↗
Source Article
How Unilever is navigating digital challenges in a huge, diverse and dynamic market
Original Research
Unilever
· Original study ↗
Methodology
Claim cited in interview with Unilever's LatAm digital media lead; original research source not identified
Methodology documented
Segmentation
Industrymarketing
Cite this stat
Plain Text
advertising campaigns: 70% share of campaign effectiveness attributable to creativity. Source: Unilever (2024). Via Lighthouse Intelligence -- https://lighthousedata.io/data/creativity-campaign-effectiveness-share
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<blockquote cite="https://lighthousedata.io/data/creativity-campaign-effectiveness-share" style="border-left:3px solid #2563eb;padding:12px 16px;margin:16px 0;font-family:system-ui,sans-serif;background:#f0f4ff;"><strong>70%</strong> -- share of campaign effectiveness attributable to creativity for advertising campaigns<br><small>Source: Unilever (2024) · <a href="https://lighthousedata.io/data/creativity-campaign-effectiveness-share" target="_blank" rel="noopener">Lighthouse Intelligence</a></small></blockquote>
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