You tube case study –italymay2010


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You tube case study –italymay2010

  1. 1. YouTube Confidential and Proprietary A YouTube Case Study – Italy May 2010
  2. 2. YouTube Confidential and Proprietary 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,
  3. 3. 33 Campaign Reach Campaign details
  4. 4. Radio Print and TV figures delivered by Starcom Online and YouTube derived from Metrixlab tracking tags Direct Mail based on recognition Campaign and individual media reach YouTube Confidential and Proprietary
  5. 5. YouTube was the cheapest media in terms of reaching 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
  6. 6. TV Ads Reach 71% YouTube Ads Reach 17% 6% incremental reach through YouTube TV contacts YouTube contacts35% 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
  7. 7. 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
  8. 8. 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
  9. 9. 99 Campaign Reach Campaign details
  10. 10. 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
  11. 11. 111 Campaign Reach Multimedia Analysis
  12. 12. 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
  13. 13. 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
  14. 14. 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
  15. 15. 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
  16. 16. 1 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
  17. 17. Impact of Contact frequency
  18. 18. 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
  19. 19. 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
  20. 20. 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
  21. 21. 221 Campaign Reach Summary
  22. 22. YouTube delivers 6% incremental net reach over TV YouTube was highly effective in delivering against brand KPIs YouTube is between 6 and 12 times more cost efficient than TV – depending on brand KPI And used together deliver up to 2 times the cost efficiency of TV YouTube delivers effect at a lower frequency than TV Summary
  23. 23. Cristina Guisasola; Media and interactive Manager – Proctor and Gamble; Italy Understanding what combination of Online and Offline media is optimal for driving consideration and loyalty of our brands is of key importance for the business. This research indicates the need for us to diversify our media allocation and invest more into digital where we now know we can drive a richer level of engagement with our core audiences at a lower cost than we can with traditional media. We always strive to fully incorporate digital channels into the mix. The internet is now a true mass market phenomena and able to effectively deliver targeted reach. What this research now shows us is how exactly digital media can be highly effective combined with traditional media. Thanks to the data we now have we are now even more confident in recommending increased digital investments and a more balanced mix with traditional media. Roberto Carnazza; Director– Starcom Mediavest; Italy Testimonials YouTube Confidential and Proprietary
  24. 24. 224 Campaign Reach Methodology
  25. 25. 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 the Gillette masthead or ROS advertising appears on YouTube. Understanding YouTube exposure Methodology – Step 1 YouTube Confidential and Proprietary
  26. 26. 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 Starcom 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 “OpportunityTo See” score (OTS). Methodology – Step 2 YouTube Confidential and Proprietary
  27. 27. MetrixLab uses a control-exposed methodology to measure the branding effect of advertising campaigns. Exposure to different media groups are simultaneously sampled and their response compared. Because both groups are a random sample from the same population, the groups are statistically comparable across key demographic indicators. EXPOSED UNEXPOSED Survey: • Branding Effects • Communication Effects • Background characteristics Methodology – Step 3 YouTube Confidential and Proprietary