An online display campaign enabled the brand to double its brand awareness, increase ad recall and brand associations.

1. RESULTS OF IMPACT STUDY
WEB.EFFECTS
Client: Ursapharm Arzneimittel GmbH
Campaign: aronia+
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2. The Campaign
MaxiAD+ Exclusive XL
Campaign objectives: Increase brand awareness and reinforce core product message

3. Good Increase of Brand Awareness for Aronia+
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Aronia+ was able to double its brand awareness in the contact target group.
Aided ad awareness for aronia+ Benchmark*:
Total: 17% increase
+101%
Basis: respective measurement Total: data in %
Which of the following products do you know, even if just by name?
*WEB.Effects Impact Benchmark Study 2013 for brands with a low base level; 128 UIM impact studies

4. Every 10th Respondent Recalls the Advertising for Aronia+
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Advertising recall for aronia+ is higher in the contact target group, but ad recall can still be
improved.
Aided ad recall aronia+ Benchmark*:
Total: 41% increase
+161%
Basis: respective measurement Total: data in %
For which of the following products have you recently seen, read or heard advertising?
*WEB.Effects Impact Benchmark Study 2013 – Health Industry; 128 UIM impact studies (13 studies from the area of health)

5. Almost Every 4th Campaign Contact Recalls
the Advertising Medium
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This represents a solid rate of increase.
Ad media recall
Benchmark*:
Total: 78% increase
Large formats: 96% increase
Basis: respective total measurement; data in %
Have you seen this ad before? *WEB.Effects Impact Benchmark Study 2013; 128 UIM impact studies
+84%
13.8%
without campaign contact
25.4%
with campaign contact

6. Product Promise of Aronia+ is Well Understood
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However, the items of "… boosts everyday performance" and "… helps under extreme stress"
stand out in the analysis. They could not be communicated as effectively by the advertising
medium.
Image of aronia+ and top 2 box score: aronia+ ...
Basis: Total respondents who know aronia+ (n=201); data in %
To what extent do you agree with the following statements about aronia+ on a scale from 1-6: 1=completely agree; 6=completely disagree
… protects the immune system in a natural way.
… helps under extreme stress.
… boosts everyday performance.
…is easy to handle.
… protects the cells against free radicals.

7. Conclusions
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The large-format MaxiAD+ Exclusive on the logout page contributes to the successful realisation
of campaign objectives.
In the relevant target group of vitamin and mineral buyers, a significant impact uplift resulted for
all key parameters.
The product, the brand and the prominently placed product promise remained in the user's visible
area, which increased the chances of deeper internalisation.
The MaxiAD+ Exclusive in combination with the target group appeal via WEB.Health™
buyers of vitamins and minerals has therefore proven itself to increase the awareness for a
product that was relatively unknown before.
Campaign objectives: Increase brand awareness and
reinforce the core product message 

8. Key Data
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Campaign period: 18/02/2014 - 16/03/2014
Survey period: 17/02/2014 - 16/03/2014
Target group: WEB.HealthTM buyers of vitamins and minerals
Sample: Baseline measurement (without campaign contact*): n=1,285
Final measurement (with campaign contact*): n=1,076
Method: On-site survey according to n-th method on WEB.DE/GMX
Weighting: Cross structures of age/gender WEB.HealthTM buyers of vitamins and
minerals
Source: United Internet Media Research 2014
* Measurement of campaign contacts by means of cookies

9. Thank you for your attention!
MELANIE FRIEDRICH
Project Manager Market Research
Tel.: +49 (0)721 / 91374 - 1764
E-Mail: melanie.friedrich@united-internet-media.de
Web: www.united-internet-media.de
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