Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.

IFM TVC pre launch evaluation case study

30 views

Published on

Pre Ad Test evaluation

Published in: Marketing
  • Be the first to comment

  • Be the first to like this

IFM TVC pre launch evaluation case study

  1. 1. Pre Ad Test evaluation
  2. 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. 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. 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
  5. 5. Brand Recall
  6. 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. 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. 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. 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. 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. 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

×