Компанией Millward Brown совместно с компаниями Unilever и Google было проведено исследование о влиянии видео-блогеров YouTube на ключевые бренд-показатели.

1. December 2015
Prepared for: Google RU & Unilever
Prepared by: Millward Brown UK
The Value of An Influencer:
All Things Hair

2. Background & Objectives
Background
• YouTube video bloggers (Vloggers) are seen as experts by many consumers and their
videos are viewed by anything between thousands to millions of people. As part of
their partnership with Google, Unilever currently has access to Vloggers to promote its
hair care products.
• Google and Unilever want to understand the value that these Vloggers deliver versus a
standard TVC on key brand metrics such as awareness, persuasion and favourability.
Research Objectives
The purpose of this research is to evaluate the Vlogger experience. Specifically:
• What is the value of a Vlogger versus a traditional TVC format?
• Do certain Vloggers deliver more of an impact than others?
2

3. 3
What?
7th – 15th December 2015
Who?
When?
Where? Russia
Main Sample: N=100 per ad
• Region: Russia
• Age: 18-65
• Gender: 100% Female
• SEG: 2-5
• Critical industry restriction
Boost Sample: N=50 per ad
• Region: Russia
• Age: 30-65
• Gender: 100% Female
• SEG: 3-5
• Critical industry restriction
Millward Brown Custom PreView for Digital
Note: In order to avoid brand bias in results, a single brand with creative for all assets was used as a
proxy for all brands. Pure Line best fit this description so was selected.
Methodology

4. • Respondents were recruited via panel and randomly assigned to one of the test cells (monadic design)
• Each respondent was shown one creative (either the TVC or the Vlogger ad) and then completed a
self-report questionnaire
AD 3 AD 5AD 4
n=100
AD 1 AD 2
n=100 n=100 n=100 n=100
AD 3 AD 5AD 4
n=88
AD 1 AD 2
n=88 n=88 n=89 n=88
Main Sample
Boost Sample +
Natural fallout
Methodology

5. Creative Assets – TV Ad

6. BlushSupreme:
Products shown: Pure Line shampoo, Pure Line conditioner,
Toni & Guy heat protector, Toni & Guy hairspray
Natasha Naffy:
Products shown: Pure Line shampoo, Pure Line conditioner,
Toni & Guy hairspray
Nikkoko8:
Products shown: Pure Line 2 in 1, Toni & Guy Mousse and
Dove Dry Shampoo
MrsWikie5:
Products shown: Pure Line shampoo, Pure Line conditioner, Toni
& Guy Hairspray
Creative Assets – Vlogger videos

7. 7
• Pure Line was more easily remembered following exposure to the TVC, likely
due to greater brand focus and fit with pre-existing perceptions of the brand.
• Despite this, both TVC and Vlogger videos performed equally well at driving
brand appeal.
• Both TVC and Vlogger videos encouraged the overall audience to buy Pure
Line more frequently, whilst Vloggers Blush Supreme and Nikkoko8 were
more successful than both the TVC and other Vloggers at persuading women
aged over 35.
• Inclusion of new and relevant information was a key factor in determining
how persuasive the Vloggers were.
• Vlogger videos have more potential than traditional TVCs to create buzz for
the brand, with viewers being more likely to share and talk about the video
with others.
Summary

8. Viewing Habits:
Usage & Relationship with Vloggers
8

9. 14
21
47
19
Not at All Not Very Often Somewhat Often Very Often
9
Main Sample
%
Base:
The majority of respondents already seek tips or tutorials on hair care and
styling, either online or offline.
(500)
How often do you look for tips or tutorials on hair care and hair styling (either online, or in a magazine or in another way)?
Frequency of Seeking Tips/Tutorials on Hair Care/Styling?

10. 26
56
18
I do not watch them I watch them, but do not
subscribe to them
I watch them and subscribe
to them to receive updates
10
Main Sample
%
Base:
The majority of respondents watch, if not subscribe, to Vlogger
channels, meaning that they are a viable way to reach key audiences.
(500)
What is your current usage of online Vlogger (video blogger) channels?
Current Usage of Vlogger Channels

11. The majority of respondents had not heard of the Vloggers before
taking the survey.
BlushSupreme Natasha Naffy Nikkoko8 MrsWikie5
I have not heard of
her nor watched her
videos
86 85 79 86
I have heard of her,
but not watched her
videos
11 9 11 11
I have watched her
videos
4 6 10 2
How familiar are you with the following online video bloggers (Vloggers)?
Individual Vlogger Viewing
Total Sample
%

12. 12
Breakthrough Metrics:
Branding & Enjoyment

13. 99
81 82 81
94
TV Ad Blush supreme Nikkiko 08 Natasha Naffy Mrs Wikie 5
Pure Line
The more traditional TVC format generated greater brand recall than most
Vlogger videos
• This is likely because the product is the key focus in the TVC, whilst the Vloggers have centre stage
with Pure Line playing a supporting role in the other videos
• Among the Vlogger videos, recall of Pure Line was strongest following viewing of MrsWikie5.
Please type in the full name of the brands and products advertised in the advert/video.
Unaided Brand Awareness
A/B/C/D/E = Significantly different at the 95% confidence level
BCD BCD
Main Sample (%)
TV Ad Blush Supreme Nikkoko8 Natasha Naffy Mrs Wikie 5
%
A
%
B
%
C
%
D
%
E

14. 53 51
58 58
47
39
22
19 14
23
5
16 19 21 21
3
11 4
7 9
Fits Very Well
Fits Quite Well
Doesn’t Really Fit
Doesn’t Fit At
All
The TVC fits best with consumers’ pre-existing thoughts about Pure Line
which will have helped deliver stronger brand recall.
A/B/C/D/E = Significantly different at the 95% confidence level
14
How well does the advert/video fit in with how you think of Pure Line?
Base: (100) (100) (100) (100) (100)
TV Ad Blush Supreme Nikkoko8 Natasha Naffy Mrs Wikie 5
%
A
%
B
%
C
%
D
%
E
BCDE
A A A A
A
Brand Fit
Main Sample (%)

15. Very Involved
Quite Involved
Not very
involved
Not involved
at all
The things that stuck in consumers’ minds about the TVC were related to
the product, which will have boosted the TVC’s overall branding.
Thinking about the things that stuck in your mind most from the advert/video, how involved was Pure Line then?
Stick in Mind
Base:
TV Ad Blush Supreme Nikkoko8 Natasha Naffy Mrs Wikie 5
%
A
%
B
%
C
%
D
%
E
57
37 34 38
27
22
4 10 6
7
10
44 46
38 42
11
15 10
18
24
A/B/C/D/E = Significantly different at the 95% confidence level
15
(100) (100) (100) (100) (100)
BCDE
BCDE
A A
A A
AC
• Vloggers could improve branding by ensuring that the product is visible for a greater length of time,
whilst also mentioning or showing it at the most memorable parts of their videos.
Main Sample (%)

16. Although Vlogger videos did not drive brand awareness as well as the
TVC, they do have the potential to be just as enjoyable.
Base:
A/B/C/D/E = Significantly different at the 95% confidence level
Very much
Somewhat
Wouldn’t mind
Not much
Not at all
16
(100) (100) (100) (100) (100)
How much would you enjoy watching this advert/video each time you see it?
Enjoyment
TV Ad Blush Supreme Nikkoko8 Natasha Naffy Mrs Wikie 5
%
A
%
B
%
C
%
D
%
E
25 20 24 27 28
14 20
25
5
14
58
50
35
53
46
3
8
14
12
11
-
2
2
3
1
D D
D D
C
C C
A
A
A
Main Sample (%)

17. Much more
appealing
A little more
appealing
Didn’t change
my feelings
A little less
appealing
Much less
appealing
35 29 34 36 31
16
20
18 8 14
49 51 45
52 54
- -
1
3 1
- -
2
1
-
Vloggers also have the potential to drive brand appeal equally well as a
TVC.
Base:
A/B/C/D/E = Significantly different at the 95% confidence level
17
(100) (100) (100) (100) (100)
How did the advert/video make you feel about Pure Line? The advert made Pure Line seem…
Brand Appeal
TV Ad Blush Supreme Nikkoko8 Natasha Naffy Mrs Wikie 5
%
A
%
B
%
C
%
D
%
E
D
D
Main Sample (%)

18. 18
Motivation Metrics:
Persuasion & Rational Measures

19. 12
32
55
1
On many more
occasions
On a few more
occasions
On the same
number of
occasions
On fewer
occasions
A/B/C/D/E = Significantly different at the 95% confidence level
19
Base:
Both TVC and Vlogger ads successfully encourage viewers to buy Pure
Line more often.
(100) (100) (100) (100) (100)
Having seen the advert/video, do you think you would use Pure Line…?
Frequency of Using Pure Line
TV Ad Blush Supreme Nikkoko8 Natasha Naffy Mrs Wikie 5
%
A
%
B
%
C
%
D
%
E
17
28
54
1
17
26
55
2
11
32
54
3
13
28
58
1
Main Sample (%)

20. On many more
occasions
On a few more
occasions
On the same
number of
occasions
On fewer
occasions
A/B/C/D/E = Significantly different at the 95% confidence level
20
Two of the Vloggers were particularly successful in encouraging increased
frequency of purchase among women over 35.
Having seen the advert/video, do you think you would use Pure Line…?
Frequency of Using Pure Line
TV Ad Blush Supreme Nikkoko8 Natasha Naffy Mrs Wikie 5
%
A
%
B
%
C
%
D
%
E
8
34
56
2
Base: (88) (88) (88) (89) (88)
18
34
47
1
26
26
45
2
12
30
54
3
8
28
61
2
AE ADE
C
Boost + Natural Fallout
Sample (%)
• This demonstrates that using the right Vloggers can be a good way to persuade this key audience.

21. A/B/C/D/E = Significantly different at the 95% confidence level
21
Blush Supreme has also made women over 35 feel that Pure Line would
be worth paying more for.
Having seen the advert/video, if you were buying Pure Line, would you say it is worth buying Pure Line…?
Is it Worth Buying Pure Line…
Base:
TV Ad Blush Supreme Nikkoko8 Natasha Naffy Mrs Wikie 5
%
A
%
B
%
C
%
D
%
E
10
47
43
20
41
39
9
46
45
9
43
49
6
43
51
Even if it cost more
than other brands
Only if it cost the
same as other brands
Only if it cost less
than other brands
(70) (70) (69) (70) (77)
E
Boost + Natural Fallout
Sample (%)

22. The combination of new and relevant information communicated by Blush
Supreme and Nikkoko8 has helped them persuade viewers.
22
A/B/C/D/E = Significantly different at the 95% confidence level
• Millward Brown experience shows that relevance and new information are key drivers of persuasion
– TVCs and Vloggers alike should strive to deliver both of these to maximise opportunity for impact.
If you were buying hair products, how relevant would the points made in the advert/video be to you?
How strongly do you agree or disagree that what the advert/video puts across about Pure Line is believable?
How much new information does the advert/video give you about hair styling tips?
How much new information does the advert/video give you about using Pure Line?
How strongly do you agree or disagree that the advert/video makes you think this brand is really different from others?
Rational Metrics Summary
TV Ad
A
Blush Supreme
B
Nikkoko8
C
Natasha Naffy
D
Mrs Wikie 5
E
Relevance (Top Box) 14 D 11 D 19 DE 3 6
Believability (Top Box) 14 16 24 16 13
New Information
(Hair Styling) (Top Box)
11 34 AD 41 ADE 18 23 A
New Information
(Pure Line) (Top Box)
13 13 16 D 6 9
Different (Top Box) 8 9 11 6 7
BASE 88 88 88 89 88
Boost + Natural Fallout
Sample (%)

23. 23
A/B/C/D/E = Significantly different at the 95% confidence level
TV Ad
%
A
Blush Supreme
%
B
Nikkoko8
%
C
Natasha Naffy
%
D
Mrs Wikie 5
%
E
I did not have the type of hair
featured in the ad/video
3 6 4 10 A 9
I have no issues styling my hair 7 11 14 7 10
I did not learn anything in the
ad/video
16 22 16 32 AC 35 ABC
Other 9 7 6 6 8
BASE
100 100 100 100 100
Why did you say that the advert/video was not relevant to you?
The most common reason that viewers did not find the ad or video
relevant was that they did not learn anything from watching it.
• The Vlogger videos that were least persuasive (Natasha Naffy and Mrs Wikie 5) were those which
viewers felt they learnt least from
• This highlights the importance of communicating something new in both TVC and Vlogger videos
(e.g. something that product can do to help you style your hair).
The ad was not relevant because…
Boost + Natural Fallout
Sample (%)

24. A/B/C/D/E = Significantly different at the 95% confidence level
24
Tell Others
Share/Send
As would be expected, Vlogger videos have more viral potential than
the TVC.
Is this an advert/video that you would tell other people about?
If you saw this advert/video. Would you share or send it to someone so they could watch it?
Viral Potential
Base: (100) (100) (100) (100) (100)
TV Ad Blush Supreme Nikkoko8 Natasha Naffy Mrs Wikie 5
%
A
%
B
%
C
%
D
%
E
11
6
23
19
28
26
18
16
24
18
A
A
A
A A
A
A
• Vloggers are a good way to build on above the line media and get people talking about your brand.
Main Sample (%)

25. Appendix:
Demographic Information
25

26. A/B/C/D/E = Significantly different at the 95% confidence level 26
Brands Used Most Often – Main Sample
TV Ad
%
A
Blush Supreme
%
B
Nikkoko8
%
C
Natasha Naffy
%
D
Mrs Wikie 5
%
E
Pure Line 23 13 26 BE 17 14
Natura Siberica 12 7 8 7 5
Head & Shoulders 10 B 2 9 B 7 6
Gliss Kur 9 7 9 5 3
Schauma 6 10 C 3 6 7
Garnier 5 6 9 4 3
Pantene 4 12 AC 3 8 11 C
Fructis 4 7 4 5 7
Elseve 3 12 AC 1 6 9 C
Dove 2 2 7 6 2
BASE: 100 100 100 100 100
Which one of these brands do you use most often?

27. A/B/C/D/E = Significantly different at the 95% confidence level 27
Brands Used Most Often – Boost + Natural Fallout
Which one of these brands do you use most often?
TV Ad
%
A
Blush Supreme
%
B
Nikkoko8
%
C
Natasha Naffy
%
D
Mrs Wikie 5
%
E
Pure Line 20 20 22 21 13
Gliss Kur 10 11 9 10 9
Schauma 9 C 8 C 1 3 8 C
Head & Shoulders 8 5 7 7 7
Pantene 6 15 ACD 3 4 8
Fructis 6 3 6 3 3
Natura Siberica 5 5 9 9 5
Garnier 3 5 6 4 3
Dove 3 1 5 1 3
Elseve 2 7 1 7 7
BASE: 88 88 88 89 88

28. A/B/C/D/E = Significantly different at the 95% confidence level
28
Very Long
Long
Somewhat Long
Medium
Short
Very Short
Base: (100) (100) (100) (100) (100)
Hair Length – Main Sample
How long is your hair?
TV Ad Blush Supreme Nikkoko8 Natasha Naffy Mrs Wikie 5
%
A
%
B
%
C
%
D
%
E
11
48
26
10
5
0
14
51
16
12
5
2
18
51
21
4
6
0
10
51
20
15
4
0
13
38
27
16
5
1
C C C

29. A/B/C/D/E = Significantly different at the 95% confidence level
29
Very Long
Long
Somewhat Long
Medium
Short
Very Short
Base: (88) (88) (88) (89) (88)
Hair Length – Boost + Natural Fallout
How long is your hair?
TV Ad Blush Supreme Nikkoko8 Natasha Naffy Mrs Wikie 5
%
A
%
B
%
C
%
D
%
E
6
43
30
15
7
0
8
47
15
19
9
2
13
30
32
16
10
0
8
33
28
19
12
0
7
27
34
22
9
1
E
B
CE
B B B

30. 41
31
27
1
48
28
20
4
54
24
21
1
49
28
22
1
A/B/C/D/E = Significantly different at the 95% confidence level
30
Flat
Limp
Voluminous
None of these
Base: (100) (100) (100) (100) (100)
Hair Volume – Main Sample
In terms of volume, how would you describe your hair? Would you say it is…
TV Ad Blush Supreme Nikkoko8 Natasha Naffy Mrs Wikie 5
%
A
%
B
%
C
%
D
%
E
40
29
27
4
E

31. 39
25
33
3
A/B/C/D/E = Significantly different at the 95% confidence level
31
Flat
Limp
Voluminous
None of these
Base: (88) (88) (88) (89) (88)
Hair Volume – Boost + Natural Fallout
In terms of volume, how would you describe your hair? Would you say it is…
TV Ad Blush Supreme Nikkoko8 Natasha Naffy Mrs Wikie 5
%
A
%
B
%
C
%
D
%
E
39
39
19
3
43
31
20
6
39
37
22
1
40
23
32
6
E E
C

32. 7
23
31
39
A/B/C/D/E = Significantly different at the 95% confidence level
32
Very Frequently
Somewhat
Frequently
Rarely
Not at all
Base: (100) (100) (100) (100) (100)
Frequency of Online Hair Product Shopping – Main Sample
How often do you look for tips or tutorials on hair care and hair styling (either online, in a magazine or
in another way)?
TV Ad Blush Supreme Nikkoko8 Natasha Naffy Mrs Wikie 5
%
A
%
B
%
C
%
D
%
E
12
33
26
29
6
36
21
37
14
30
25
31
Base:
5
34
24
37
B
E

33. A/B/C/D/E = Significantly different at the 95% confidence level
33
Very Frequently
Somewhat
Frequently
Rarely
Not at all
Base: (88) (88) (88) (89) (88)
Frequency of Online Hair Product Shopping – Boost + Natural Fallout
How often do you look for tips or tutorials on hair care and hair styling (either online, in a magazine or
in another way)?
TV Ad Blush Supreme Nikkoko8 Natasha Naffy Mrs Wikie 5
%
A
%
B
%
C
%
D
%
E
6
40
30
25
7
31
25
38
10
27
32
31
10
29
24
37
5
35
23
38