More Related Content More from Crimson Hexagon (14) Assessing Black Friday Advertising Campaigns2. PROPRIETARY & CONFIDENTIAL
© CRIMSON HEXAGON, INC. 2012. ALL RIGHTS RESERVED.
CASE STUDY: ADVERTISING EFFECTIVENESS
BUSINESS
QUESTION: Did our new creative agency’s holiday campaign generate more
brand affinity than last year’s campaign?
METHOD: Develop a framework for measuring advertising effectiveness by
analyzing the online conversations surrounding Target’s major
Black Friday ad campaigns in 2011 and 2012:
RETAILER: Target
1
AD APPRAISAL:
WIEDEN + KENNEDY
AD APPRAISAL:
72ANDSUNNY
2
4. PROPRIETARY & CONFIDENTIAL
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Target:“ChristmasChamp”(CrazyTargetLady)Campaign
Agency:Wieden+Kennedy
Description:SeriesofTVspotspromotingBlackFridaysale,which
featuredMariaBamfordasafanaticalshopper
CreativeTactic:Brandpersonification
Volume:29,513RelevantPosts
FINDINGS:
A. Reactions were very positive, driven by
praise of Maria Bamford’s zany character
(33%)
B. In addition, the ads’ appeal to humor
strongly resonated with consumers (26%)
C. Though 21% of conversation disapproved
of character choice, this sentiment did not
lead to a desire to disengage from Target
AD APPRAISAL: TARGET HOLIDAY 2011
Target’sNov. 2011same-storesalesrose by 1.8%
A
B
C
6. PROPRIETARY & CONFIDENTIAL
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Target:“DealsDuet”Campaign
Agency:72andSunny
Description:SeriesofTVspotspromotingBlackFridaysale,which
featuredaquirkysinging-and-savingduo
CreativeTactic:Brandpersonification
Volume:12,652RelevantPosts
FINDINGS:
A. Reactions to “Duels Duet” were fewer in
numberand considerably more
unfavorable; campaign achieved only 36%
acclaim among consumers
B. New campaign also failed to elicit strong,
positive emotional response; specifically,
responses resulting from the ads’ appeal
to humor
C. Compared to 33% for the “Crazy Target
Lady”, only 4% praised new characters in
the ads
AD APPRAISAL: TARGET HOLIDAY 2012
A
B
C
7. PROPRIETARY & CONFIDENTIAL
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AD APPRAISAL: TARGET HOLIDAY 2012
Target’sNov. 2012same-storesalesfellby 1%
A
C
B
FINDINGS:
A. Negative conversation was underscored
by loud, unfavorable emotional response
to ads (14%)
B. In weeks leading up to Black Friday,
consumers clamored for the return of the
“Crazy Target Lady,” peaking to 51% on
Nov. 13
C. This caused a revolt: on Nov. 22, 24% of
the conversation expressed a desire to
disengage from Target—one day before
Black Friday
8. PROPRIETARY & CONFIDENTIAL
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• Deep understanding of how consumers reacted to a brand’s past holiday campaigns
can be a powerful tool for winning new client business
• Target split from its long-time agency, Wieden + Kennedy, retiring the “Crazy Target
Lady” in favor of a new creative strategy
• Wieden + Kennedy’s 2011 “Christmas Champ” drew significant praise (72%),and
did not produce a desire to disengage with Target
• Incomparison,72andSunny’s “Deals Duet”in2012didnot inspireconsumerstoidentifywiththe ads’
characterchoice,nordidittriggera strong, positiveemotionalresponse
• Asa result,consumersbecameless engaged withadvertising, activelyreminiscingaboutthe previous
campaignaroundBlackFriday;manyeven expressed adesiretodisengagefromTarget (24%)
AD APPRAISAL: KEY TAKEAWAYS
9. PROPRIETARY & CONFIDENTIAL
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AGENCIES HAVE A POWERFUL WAY TO
DEMONSTRATE TO NEW CLIENTS THAT CAMPAIGNS
RESONATE WITH CONSUMERS: IT’S EASI.
11. PROPRIETARY & CONFIDENTIAL
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Crimson Hexagon, founded in 2007, is the leading provider of analysis
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