CONSUMER – BRANDRELATIONS IN A 360° WORLD        Moderator        Jim Figura        VP, Global Consumer Insights        Co...
Pulling the Pieces Together:              Measuring the Dove for Men LaunchTomas Emmers           William Pink       Jenni...
Introduction of Dove for Men
Introduction of Dove for MenAn Integrated 360 Campaign• January of 2010, Dove introduce its new line of  Men’s personal wa...
Introduction of Dove for MenUnique Challenges• Potential barrier of Dove’s history as a brand  for women  – The strategy o...
Approaching Cross Media MeasurementResearch Programs Instead of Research Projects• Measurement of 360° multi media campaig...
Approaching Cross Media MeasurementResearch Programs Instead of Research Projects• Too often we approach cross media evalu...
Evaluating the Success of the LaunchFirst Principles of our Research Program• We need both a WIDE lens to look across  mul...
Evaluating the Success of the LaunchResearch Program               Analytic Techniques• Upfront creative             • Mat...
In National Tracking, the DemocracyCampaign Drove Awareness and Intent                                                    ...
Incremental Awareness: Comparison  to Other Male Product Launches                  1st Quarter TRPs   2nd Quarter TRPs    ...
Matched Cell Comparisons: Big Effects    Within the Footprint of the Campaign    Online, in combination with exposure to o...
Logit Regressions: Each Media Performed     Differently at Distinct Frequency Levels     ●                  The marginal e...
Digital Deep Dive: Drew Brees CreativesDrove Awareness and Messaging                        Unaided Awareness       Messag...
Structural Equation Models: Identification and   Functional Benefits Drove Intent                                Males    ...
Scenario Testing: Removing the Super Bowl          Would Drop Unaided Brand Awareness          • Keeping the Super Bowl in...
Approaching Cross Media MeasurementKey Take-aways Driving Future Decisions• Pre-test as many assets as possible to  insure...
CONSUMER –BRAND RELATIONS IN A 360° WORLD
CONSUMER –BRAND RELATIONS IN A 360° WORLD
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CONSUMER –BRAND RELATIONS IN A 360° WORLD

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At the Advertising Research Foundation’s (ARF) 2011 annual re:think convention, a key issues forum presentation was held entitled CONSUMER –BRAND RELATIONS IN A 360° WORLD. The panelists used the example of Dove Campaign for Men in order to compare research programs to research projects, and measure cross media platforms using techniques such as logit regression. Panelist included, Tomas Emmers-Director of Consumer and Market Insights at Unilever, William Pink-Partner, Client Solutions at Millward Brown, & Jennifer Kelly-Client Consultant at Dynamic Logic. The panel was moderated by Jim Figura-VP, Global Consumer Insights at Colgate-Palmolive Co.

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CONSUMER –BRAND RELATIONS IN A 360° WORLD

  1. 1. CONSUMER – BRANDRELATIONS IN A 360° WORLD Moderator Jim Figura VP, Global Consumer Insights Colgate-Palmolive Co.
  2. 2. Pulling the Pieces Together: Measuring the Dove for Men LaunchTomas Emmers William Pink Jennifer KellyDirector of Consumer Partner, Client Consultantand Market Insights Client Solutions Dynamic LogicUnilever Millward Brown
  3. 3. Introduction of Dove for Men
  4. 4. Introduction of Dove for MenAn Integrated 360 Campaign• January of 2010, Dove introduce its new line of Men’s personal wash – Phased approach, initially aiming to raise awareness among women and later targeting men through a Super Bowl sponsorship and subsequent male-targeted advertising – The specific media included TV advertising, print placements, and online banner and videos Dove’s Integrated Media Plan January 11-April 30
  5. 5. Introduction of Dove for MenUnique Challenges• Potential barrier of Dove’s history as a brand for women – The strategy of the campaign to position Dove Men-Care as a brand for men was explicitly working against Dove’s own brand history as a brand for women• The campaign included a massive, non- repeatable investment in sponsorship of the Super Bowl – Isolating the effect of the sponsorship, while understanding what the other media contributed, was critical
  6. 6. Approaching Cross Media MeasurementResearch Programs Instead of Research Projects• Measurement of 360° multi media campaigns is a business imperative, yet we still wrestle with deciding which of the many research tools are ideally suited for this – How can we best incorporate broad reach media and low reach, targeted media in the same research? – How can we ensure we are being media neutral, especially when the media are delivered simultaneously?
  7. 7. Approaching Cross Media MeasurementResearch Programs Instead of Research Projects• Too often we approach cross media evaluation through independent research projects – Lots of noise talking past each other about the values of brand tracking, cross media research, ROI modelling, etc.• Research solutions all have their own benefits and drawbacks, but when brought together to measure a campaign they tell a very powerful story – The insights generated by these tools complement each other and provide combined insights that far surpass what they can answer individually
  8. 8. Evaluating the Success of the LaunchFirst Principles of our Research Program• We need both a WIDE lens to look across multiple media as well as a DEEP lens to look to within particular media• Different media work differently to achieve different objectives• Whenever possible, we compare findings against prior launches and databased results
  9. 9. Evaluating the Success of the LaunchResearch Program Analytic Techniques• Upfront creative • Matched cell comparisons evaluations before launch of like consumers exposed• Ongoing tracking to ensure to the campaign we understood consumer • Logit regressions to identify perceptions before, during marginal contributions and and after launch diminishing returns with• Cross media research to increased frequency understand the unique • Structural equation models and synergistic effects to estimate direct and of the media indirect effects of the• Digital deep dive to see campaign, and drive which sites and creatives scenario testing were working
  10. 10. In National Tracking, the DemocracyCampaign Drove Awareness and Intent February was Dove Mens heaviest Total brand awareness month in terms of support - and where we saw the greatest growth Top 2 Box Purchase Intent First Choice Purchase Intent October November December January February March April "Ghost" Reads Female-Targeted Dove Mens TV and Digital Pre-Launch TV Activity Heaviest Month: Activity Continue Super Bowl, Print, TV & Digital Activity*Source: : Millward Brown Male Personal Wash Tracker
  11. 11. Incremental Awareness: Comparison to Other Male Product Launches 1st Quarter TRPs 2nd Quarter TRPs and Growth from and Growth from While Dove did not Brand Baseline Baseline reach the same levelDove Men + Care +40% +90% of awareness after 6 TRPs: 387 TRPs: 254 months as other +23% +21%Competitor 1 TRPs: 354 TRPs: 290 launches, it did show +3% +9% the largest increaseCompetitor 2 in awareness from TRPs: 313 TRPs: 436 +5% +5% the ghost levelCompetitor 3 TRPs: 364 TRPs:78 (nearly doubling itsCompetitor 4 +21% +20% base level) TRPs: 447 TRPs: 252
  12. 12. Matched Cell Comparisons: Big Effects Within the Footprint of the Campaign Online, in combination with exposure to other media, drove incremental impacts more consistently than in previous launches Comparison of Results: Dove CrossMedia Studies Dove Campaign A 2009 Dove Campaign B 2009 Dove for Men 2010 Test Brand: Dove Test Brand: Dove Test Brand: Dove Men+Care Target: Females 18-49 Target: Females 18-49 Target: Adults 25-54 TV + TV + TV + TV + TV + Print + TV TV + TV + Print + TV TV + TV + Print + TV Only Online Print Online Only Online Print Online Only Online Print Online A B C D A B C D A B C DAidedBrand          AC  ACAwarenessPurchase   A       A  Intent= Improvement over the control group  = No change over the control  = Decline from the control group
  13. 13. Logit Regressions: Each Media Performed Differently at Distinct Frequency Levels ● The marginal effects of TV and Print to awareness are greater than online and are maximized at lower frequency levels ● Online contributes to awareness at a slightly increasing rate with increasing exposures9.00% Print Media Effectiveness Aided Brand Awareness Online8.00% Maximized Aided Brand Awareness TV7.00%Marginal Contribution Aided Brand Awareness: Print6.00%5.00% TV4.00% Media Effectiveness Maximized3.00% Online Media Effectiveness2.00% Continues Growth1.00%0.00% 0 1 2 3 4 5 6 7 8 9 10 Frequency of Exposure Source: Dynamic Logic Study/Dove Democracy, Female Audience
  14. 14. Digital Deep Dive: Drew Brees CreativesDrove Awareness and Messaging Unaided Awareness Message Association Purchase Intent Creative CPM Relative Relative Relative Relative Relative Relative Themes Effect Efficiency Effect Efficiency Effect EfficiencyDrew Brees 1 1 2 1 1 2 6Steam 4 2 1 6 5 1 1Women’s Flash 7 7 7 7 7 5 2Tackle Dry Skin 5 5 5 5 6 3 3Men’s Flash 6 6 6 4 4 6 5Manthem 3 4 3 2 2 7 7Wakey Wakey 2 3 4 2 3 4 4
  15. 15. Structural Equation Models: Identification and Functional Benefits Drove Intent Males Brand Attributes Education on specific properties Relative Impact on Purchase drove identification, which Intent Among Males ultimately motivated males New cleaning 0.17 Relative Rank Attribute Fights Impact Dry Skin Understands needs 1 Is the right choice for me 8.7% 0.33 Provides a deep clean without leaving 0.46 2 you dry like other soap 4.5% Cares for my skin 0.05 Purchase 3 Cares for my skin 2.5%Deep clean Intent without 0.39 Is a brand that truly understands thedrying, like 4 needs of men 2.0%other soap 0.29 5 Is a new cleansing product for men 1.6% 0.06 0.25 Right choice 6 Fights dry skin 0.8% for me *Source: Dynamic Logic Cross Media Study
  16. 16. Scenario Testing: Removing the Super Bowl Would Drop Unaided Brand Awareness • Keeping the Super Bowl in conjunction with magazines showed potential to help grow salience • Changes to Non-Super Bowl TV resulted in minimal change to key metrics, again suggesting cross-channel exposure was important for males 120 Unaided Brand Awareness 110 110Actual Media Plan Indexed Against Index=100 100 Scenario B: Keep Super Bowl, Add 90 Newsweek and Time issues weeks 1-5 80 80 Scenario A: 70 Drop Super Bowl
  17. 17. Approaching Cross Media MeasurementKey Take-aways Driving Future Decisions• Pre-test as many assets as possible to insure optimization• We will continue to drive for men association with functional messaging• Drive Branding in the very cluttered environment• A big splash with effective assets is critical to jump start• The synergistic effect of multiple media channels is driving success

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