2. 1. Background & Objectives
▪ X launched the X project with key message “x”, which helps to build brand lovers and emotional
bonding with consumer. They want to test TVCS if it fits in this situation and how to improve if
possible.
Research method: RAPITEST smartphone ad test, using the actual 30 second TVC.
Target audience:
▪ Male 18 – 35 years old
▪ 50% of category user and 50% of non-category user
▪ Income: ABCD
▪ Sample size: n = 600 (HCM n = 300, HN n = 300)
The NPS Calculation
Respondents are grouped as follows:
Promoters (score 9-10) are loyal enthusiasts who will keep buying and refer others, fueling growth
Passives (score 6-8) are satisfied but unenthusiastic customers who are vulnerable to competitive offerings.
Detractors (score 1-5) are unhappy customers who can damage your brand and impede growth through negative word-of-mouth.
Subtracting the percentage of Detractors from the percentage of Promoters yields the Net Promoter Score, which can range from
a low of -100 (if every customer is a Detractor) to a high of 100 (if every customer is a Promoter).
1 = Not at all likely
10 = Extreme likely
1 2 3 4 5 6 7 8 9 10
NPS = Promoter (%) – Detractors (%)
(Net Promoter Score) (9s & 10s) (1 through 5)
NET PROMOTER SCORE
3. 3. Executive finding and recommendations
Brand recall
▪ Overall brand recall is strong (75%), but product recall (65%) needs improvement, to ensure
correct product identification by consumers.
TVC Evaluation
▪ TVC scores above norms on likability, but only average on purchase intent and below average
on persuasion. Ad appeal is good, but ad feel is poor.
▪ NOT A CONVINCING TVC, with LIMITED IMPACT.
Users vs Non-users
▪ Users appreciate the ad more and more persuaded to purchase compared to non-users.
Thus, the ad will work better for Users than Non-users in terms of category growth and brand
switching.
Key message out-take
▪ The key messages of Don’t have to worry about body smell (25%) / stains on shirt (15%) and
feeling confident (29%) with Nivea were positively identified. (69%)
Product Type (Spray / Roll-on / Stick)
▪ There is confusion whether the product is a spray or roll-on, which needs to be remedied.
4. Summary of TVCS Evaluation
TVC Execution
▪ Overall the strongest positive were the football stars
▪ The execution of the TVC’s partial strength is also its main weakness.
Positive: 20% noted “W”
Negative: 53% of all negatives came from unrealistic nature of “G”
Execution Recommendation – if X proceed to launch, consider the following changes;
1. Omit / delete some of the unnatural scenes of X with Y, but leave key scenes such as Q,H and Y
▪ This will increase the overall likability and persuasion and purchase of Nivea men.
2. Provide more clear and more often the product name.
3. Increase scene with Spray and or mention spray to avoid product type confusion
4. Highlight 48 Hour Protection
5. Maintain all efficacy messaging as this is driving the ad impact messaging
6. Brand and Product Recall
4. What brand and product was the ad for?
Brand_________________
Product________________
Brand recall
(n=231)
Product Recall
(n=231)
Recall with
right brand
A
75%
Recall with
wrong brand
A
6%
Don’t Know
(DK)
19%
Brand Count
2
2
1
1
Recall with
right Product
A
65%
Recall with
wrong product
A
9%
Don’t Know
(DK)
27%
Product Count
20
1
1
Overall the brand recall was strong with 75% brand recall and only 6% incorrect brand recall. As
for product recall, Nivea need to strengthen product visibility to increase product recall above
65%.
Base: n = 634
7. 13%
69%
18%
Extremely like (9 - 10)
Neutral (6 - 8)
Don't like at all (1 - 5)
Summary of TVCS Evaluation - Total
5. How much do you like the ad overall?
6. How is your purchase intent after watching the ad?
10. How much are you persuaded by the key message of the ad?
NPS
+5
Overall Liking
Mean
7
18%
63%
18%
Definitely will buy (9 - 10)
Neutral (6 - 8)
Definitely will not buy (1 -5)
NPS
0
Purchase Intent
Mean
6.8
24%
60%
16%
Extremely persuaded (9 - 10)
Neutral (6 - 8)
Extremely not persuaded (1 - 5)
NPS
-8
Persuasion
Mean
6.5
Overall Comparison with Benchmark
6.7
6.5
6.2
6.3
7.1
6.5
7.0
Brand role
Ad impact
Ad relevance
Ad surprise / novelty
Ad Appealing
Convincingness of key…
Overall Ad liking
Base: n = 634
8. 9. What is the key message of this ad?
Key Message of The Ad
Key Message %
Don’t have to worry about body smell 20%
Don’t have to worry about stains on shirts 15%
Confident with X 11%
gives me Confidence 7%
Confidence with roll-on deodorant 7%
effective product 6%
Keep body smell nice / Dry / for 48h 5%
Spray deodorant 5%
Confident as >>>> 4%
Product for men 3%
Others + Don’t know 18%
Don’t have to worry about body smell (25%) / stains on shirt (15%) and feeling confident (29%)
with Brand A were the key outtakes (69%)
Base: n = 634
Open ended
Question
29%
25%
9. 12. What in the ad are you persuaded?
Positive Ad Elements That Impact Persuasion
20%
10%
6%
6%
6%
7%
20%
25%
Others
Don't know
The scene about paying the bill
Product packaging/ Features
No stains on shirts
ad message / Fun ad / All images
W
G
A quarter of respondents appreciated the “G” followed by “W” (20%) and (total 45%)
Base: n = 336
Open ended
Question
10. 4%
9%
9%
10%
10%
15%
16%
28%
Others
Didn’t get the ad message
No stains on shirts
Awkward characters / ad
Not intersting / same as others
ad went to far Unrealistic / ridiculous
Q
W
Negative Ad elements that impact on Persuasion
Almost a third noted “W” was negative and created comments such as “Unrealistic, ridiculous
and awkward characters”. Combining these scores, the negative of hands raised in the air, all the
time = 53% of negative comments
Base: n = 280
11. What in the ad aren’t you persuaded?
Open ended
Question
53%
11. 13. How is your feeling of the ad?
The Ad Feeling
25%
14%
22%
23%
13%
16%
19%
61%
63%
60%
57%
66%
55%
53%
14%
23%
18%
20%
21%
29%
28%
Detractors (1 - 5) Neutral (6 - 8) Promoters (9 - 10)
Bad characters
Unclear
Bad voice
Boring
Irritating
Bad music
Makes me feel disappointed
I like the characters
Clear
Good voice
Entertaining
Pleasant
The music is good
Make me feel inspired
Mean
7.25
7.36
7.22
Ad Appeal
NPS
In terms of ad appeal, it is highly evaluated on clearness, character liking, good music and good
voice. However, it also give consumers a feeling of boring, irritating and disappointed.
+13.2
+9
-3
+8.5
6.80
6.91-3.4
7.27+9
6.67-10.7
Base: n = 634
