Uploaded byJoanne Sunde
Generic Research Results Deck
The 2014 body wash campaign aimed to increase brand awareness and purchase intent through targeted marketing in various cities, specifically among gym-goers. Key findings indicate that the campaign effectively engaged consumers, with high spontaneous recall of product attributes and significant positive feedback regarding the product and campaign execution. Over 80% of respondents expressed purchase intent after experiencing the campaign, highlighting its success in the targeted demographic.
Generic Research Results Deck
- 1. 2014 Body WashResults Generic Presentation Results have been changed to preserve confidentiality of the data. This is only for display of layout capabilities for my portfolio as a Marketing Graphic Designer Logo
- 2. Company Name Table ofContents Methodology High Frequency 3 4 Recall Appreciation Purchase Intent 9 Appendix 10 2 Spontaneous 5 Assisted 6 Product 7 Campaign 8
- 3. © Zoom MediaInc. 2014 Olay Campaign – Research Results Campaign Summary Goal Increase brand awareness and purchase intent for a new body wash Network Name of Network Markets • City 1 • City 2 • City 3 Dates January 1st 2014 – January 1st 2014 Execution Product name • Sub-products • Sub-products • Sub-products • Sub-products • Sub-products • Sub-products Methodology Sample size 000 Markets • City 1 • City 2 Participating gyms • 0 in City 1 • 0 in City 2 Research firm Name of firm Respondents Women only Dates January 1st 2014 – January 1st 2014 2014 Body Wash Campaign – Research Results 3Company Name
- 4. Company name. 2014 BodyWash Campaign – Research Results Title Source: Research Firm, Date 2014 High Frequency 00% of respondents frequent the gym at least twice per week, and almost 000% of respondents use the change rooms! 18 50 32 Once a week or less 2-3 times per week 3+ times per week Repetitive interaction with the body wash campaign % of times respondents go to the gym 973 Yes No % of respondents who use the change room 4
- 5. Company name. 2014 BodyWash Campaign – Research Results Title Source: Research Firm, Date 2014 Spontaneous Recall The top three spontaneously recalled messages from the campaign were: 1) “For sensitive skin” 2) “Gentle” 3) “Superior moisture” 5 The brand was top of mind in the fitness consumer’s mind! 00% of respondents who recalled a body wash campaign named the brand
- 6. Company name. 2014 BodyWash Campaign – Research Results Title Source: Research Firm, Date 2014 Assisted Recall The body wash campaign was noticed by over ¾ of consumers who used the change rooms! Respondents remembered at least one aspect of the campaign 00% Verbally assisted 00% Visually assisted
- 7. Company Name • “Itfeels good” • “It is gentle on the skin” • “It smells good” • “It makes my skin soft and silky” 00% had positive comments about the body wash: Appreciation of body wash Fitness consumers who tried the body washed raved about the product! 7Company Name Inc.Source: Research Firm, November 2014
- 8. Company name. 2014 BodyWash Campaign – Research Results Title Source: Research Firm, Date 2014 Appreciation of campaign Top three positive comments: 1) “It’s nice to have samples of the product” 2) “I like the product” 3) “The campaign stood out and caught my attention” 8 The body wash campaign was positively received by most consumers. It was a perfect fit for the Network Name! 00% had positive feedback about the campaign
- 9. Company name. 2014 BodyWash Campaign – Research Results Title Source: Research Firm, Date 2014 Purchase intent Respondents have bought or are likely to buy the product because: • “It feels good and I like it” • “I like the brand” • “It is gentle and soft and for sensitive skin” 9 After seeing this ad campaign, over 00% of respondents have bought or will buy the body wash! 00% have already purchased the body wash 00% are likely to purchase the body wash
- 10. © Zoom MediaInc. Appendix 10Company Name Inc.
- 11. Company Name Appendix –Body Wash Campaign – Research Result Highlights Source: Research Firm, Month 2014 Age of respondents 30% 25% 35% 10% Under 25 25-54 35-54 55+ i
- 12. Company Name Appendix –Body Wash Campaign – Research Result Highlights Source: Research Firm, Month 2014 Top three reasons respondents like their current body wash (not the brand advertised): “It smells good” “It is natural, organic, and not tested on animals” “It is gentle and soft and for sensitive skin” ii
- 13. Classic Poster Shower dispenserdecal Mirror decal Shower curtain The Products POP + Sampling
Editor's Notes
- #5 S2 - To begin, excluding this visit, how many times did you visit this gym in the past month? Base: All respondents S3 - Did you visit the change room during any of those previous gym visits? Base: 299 (all respondents including 9 who were screened out)
- #6 G6 - What brand(s) of body wash were advertised in the ads you saw in the shower or change room areas during those previous gym visits? Base: 186 (those who recalled the body wash campaign) G7 - What were the main messages that the ads were trying to convey? Base: 186 (those who recalled the body wash campaign)
- #7 G3 - Do you remember seeing any of the following types of advertising for body wash during your previous gym visits? [all aspects of campaign media were listed verbally] Base: all respondents G8 - Do you remember seeing any of the following ads during any of those previous gym visits? [photos of all campaign media were shown] Base: all respondents
- #8 G8b - How did you feel about the product when you used it? Base: 94 (number of respondents who sampled the body wash)
- #9 G10 - What did you think of this advertising campaign overall? Base: 234 (respondents who recalled the ad)
- #10 G9 - How likely would you be to consider purchasing the body wash shown in these ads? Base: all respondents
- #12 D1 - What is your age? Base: all respondents G9b - What do you like about your current body wash/soap? Base: 50 (respondents unlikely to purchase the body wash)
- #13 D1 - What is your age? Base: all respondents G9b - What do you like about your current body wash/soap? Base: 50 (respondents unlikely to purchase the body wash)