Lessons for CRM Marketers from 2023 Super Bowl Ads
Neuroscience-Driven CRM White Paper
Overview
A neuroscience-based analysis of 2023 Super Bowl ads turned into an actionable CRM framework. The report breaks down primal-brain triggers, emotional contrast, visual impact, and CTA clarity, translating big-brand advertising insights into practical guidance for email, DM, and lifecycle marketing.
Contributions
- Led strategic development and full narrative structure
- Translated neuromarketing principles into actionable CRM tactics
- Analyzed Super Bowl ads for CRM insights
- Extracted lessons on contrast, emotion, memorability, CTAs
- Authored framework linking neuroscience to CRM journey
- Connected research findings to practical CRM applications
- Collaborated cross-team to create deployable CRM practices
Impact
The white paper elevated KERN’s positioning as a leader in neuroscience-driven CRM, equipping internal teams and clients with a repeatable framework now used in pitches, audits, and campaign planning. It strengthened creative and performance outcomes by informing clearer CTA hierarchy, more effective emotional storytelling, and sharper creative direction. The work also supported new business development by giving the agency a high-value, research-backed thought-leadership asset that continues to drive credibility and strategic impact across client engagements.