Gillette a YouTube case Study

A YouTube Case Study – Italy May 2010

Background Information Gillette Fusion power has few competitors other than other Gillette variants in the Market; as such driving adoption of new brand variants is key to the brands success. Driving traditional brand KPIs is exceptionally difficult given the non competitive environment The aim of the campaign was to build awareness and association of Gillette with the “Future Champions” of Italian Soccer. With the 2010 World Cup imminent the aim was to foster brand engagement amongst emerging shavers (Males aged under 25) The Future Champions campaign was an extension of the global Gillette Champions campaign. The campaign was a large multimedia campaign including strong digital interactive elements, YouTube and Search advertising, The following research study with MetrixLab was conducted to understand the overall effectiveness of the campaign and understand the Return on Marketing Investment and contribution of the individual media with in the mix,

Campaign Reach Campaign details

Radio Print and TV figures delivered by Starcom Online and YouTube derived from Metrixlab tracking tags Direct Mail based on recognition Campaign and indivdual media reach YouTube Confidential and Proprietary

YouTube was the cheapest media in terms of the target population. Reaching 1% of the target population on YouTube was 7.3 times cheaper than on TV Cost per %pt reached (indexed to TV) Cost per percentage pt reached YouTube Confidential and Proprietary

TV Ads Reach 71% YouTube Ads Reach 17%
6% incremental reach through YouTube
TV contacts YouTube contacts 35% of those exposed to YouTube had no contact with the TV campaign Within the overlap group more than half had less than 5 contacts with the TV campaign. Incremental net reach of YouTube YouTube Confidential and Proprietary

17% reach Age Demographic profile of YouTube reach YouTube was particularly successful at delivering* against the core target audience of under 25s YouTube Confidential and Proprietary

Online only Reach 14% YouTube only Reach 10%
7% Overlap
contacts Online contacts Adding YouTube to a digital media buy does not significantly cannibalise other digital channels. Total Digital reach 31% . Net Reach of YouTube and other Online properties YouTube Confidential and Proprietary

Campaign Reach Campaign details

Pre vs Post campaign analysis The campaign at a total level has been successful at increasing brand & product awareness as well as successfully driving the main campaign message YouTube Confidential and Proprietary

Campaign Reach Multimedia Analysis

Brand Effect Cost Efficiency = Effect in exposed Group Effect in control Group = Investment * Effectiveness Media Reach Understanding Multimedia effect and efficiency YouTube Confidential and Proprietary

Key Brand Metrics Brand effect of TV & YouTube YouTube, and especially YouTube in combination with TV drives a strong branded effect across the major Brand KPIs for Gillette Brand Effect YouTube Confidential and Proprietary

Key Brand Metrics Cost Efficiency of TV & YouTube YouTube is significantly more cost efficient than TV at delivering a branded effect. Cost Efficiency YouTube and TV in combination are significantly more cost efficient than TV alone. YouTube Confidential and Proprietary

Key Campaign and Brand Image Statements (strategic equities) Again YouTube, and especially YouTube in combination with TV drives a very significant uplift across the key campaign metrics. Brand effect of TV & YouTube Brand Effect YouTube Confidential and Proprietary

Cost Efficiency of TV & YouTube YouTube is significantly more cost efficient than TV at fostering an association of Gillette and soccer. Cost Efficiency YouTube and TV in combination are significantly more cost efficient than TV alone. Key Campaign and Brand Image Statements (strategic equities) YouTube Confidential and Proprietary

Campaign Reach Impact of Contact frequency

Impact of frequency of TV & YouTube Initial exposures on YouTube are significantly more potent than on TV . TV relies heavily on increased frequency TOMA: Gillette Frequency Effect Frequency Effect Understands young sportsmen Effect Frequency Shares my interests YouTube Confidential and Proprietary

TV YouTube Impact of frequency of TV & YouTube Initial exposures on YouTube are significantly more potent than on TV . Top of Mind Brand awareness Gillette YouTube Confidential and Proprietary

TV YouTube Impact of frequency of TV & YouTube Initial exposures on YouTube are significantly more potent than on TV . Shares my interests YouTube Confidential and Proprietary

Campaign Reach Summary

YouTube delivers incremental net reach over TV YouTube was highly effective in delivering against brand KPIs YouTube is significantly more cost efficient than TV YouTube and TV work better together YouTube delivers effect at a lower frequency than TV Summary

Cristina Guisasola; Media and interactive Manager – Proctor and Gamble; Italy In today’s increasingly fragmented media landscape and with rising costs of reaching consumers via TV and traditional media, understanding how digital video can work in driving marketing KPIs is key to being cost efficient. We now know that the combination of TV and Digital Video drives both higher recall and brand preference than either media alone. For starcom it is always a priority but also a tough challenge to engage consumers with our client’s brand. Whilst TV advertising remains important we now know that Digital Media and online video represents a clear opportunity for us to build differentiation and loyalty for our client’s brands. Man from media agency Testimonials YouTube Confidential and Proprietary

Campaign Reach Methodology

All banners of the online advertising campaign were tagged with MetrixLab’s proprietary banner tracking technology. Every time a banner or video is served to a visitor a cookie is automatically placed on the computer of this visitor. The cookie contains information about which advertisement was served, what time and date it was served, from which site it was served, which other banners of the campaign were served and how often they were served. MetrixLab cookies are dropped and updated every time El Corte Ingles masthead or ROS advertising appears on YouTube. Understanding YouTube exposure Methodology – Step 1 YouTube Confidential and Proprietary

Using responses from consumers as to their exact media consumption across multiple channels it is possible to build up individual media consumption profiles. This profile is then matched with the booked media plan (provided by Havas Media), and using recognition of advertising creative as a corrective measure, OTS (opportunity to see) scores are generated for each respondent in the respondent base . Groups of respondents are formed on the basis of their media exposure and are statistically levelled/weighted to remove any bias that might occur due to the self selective nature of media. Understanding TV exposure exposure Actual media plan is matched with individual respondent TV consumption to create an “Opportunity To See” score (OTS). Methodology – Step 2 YouTube Confidential and Proprietary

MetrixLab uses a control-exposed methodology to measure the branding effect of advertising campaigns. Exposure different media groups are simultaneously sampled and their response compared. Because both groups are a random sample from the same population, the groups consist of statistically the same people. EXPOSED UNEXPOSED
Survey:
Branding Effects
Communication Effects
Background characteristics
Methodology – Step 3 YouTube Confidential and Proprietary

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Gillette a YouTube case Study

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