How GlaxoSmithKline Used Emotion Tracking to Hone Its Marketing for Arthritis Drug

But GlaxoSmithKline concluded that to make consumers feel connected to the brand—and drive long-term sales—it needed to change its approach. Instead of one-off ads that show users partaking in physical activity after using Voltaren products, it needed to tell a consistent brand story that made the product relevant to their lives. 

The pharmaceutical giant enlisted System1, a London-based marketing technology platform, that measures viewers’ emotional reactions to ads second-by-second, so creatives can see where changes need to be made.