Presentation on theme: "Gillette & MSN Mark Charkin – Regional Sales Manager"— Presentation transcript:
1 Gillette & MSN Mark Charkin – Regional Sales Manager Phil Bird – International Research ManagerGareth Breton – Dynamic Logic
2 MSN Worldwide – Topline Facts 35 countries worldwide, 18 languagesSurpassed Yahoo in reach and revenueOver 250 million unique users come to MSN a month (globally)#1 reach in 11 countriesTop 3 reach in 22 markets#1 WW service – Hotmail > 130million active users#1 WW Messenger service > 85million active users#1 in EuropeIn top 3 in 14 of the 16 marketsAhead of both Yahoo and AOL in overall reach & rankStrongest growth in reach & minutes compared to competitorsStrong vertical development in MSN Cars, MSN money and MSN Entertainment etcTerritories:Total Unique users expected during campaign period:Total Page impressions expected during campaign period:Formats and creative ideas:
3 AdIndex Advertising Effectiveness Research Provided for: &August 20, 2003Top-line reportPrepared by: Wendy Kong
4 Research BackgroundMSN wanted to objectively quantify the impact of the online advertising campaign for BraunDynamic Logic was selected to conduct the third party researchThe intent of the research was to quantify the value of ALL impressions, not just those clicked onMetrics examined:Unaided Brand AwarenessAided Brand AwarenessOnline Ad AwarenessMessage AssociationBrand FavourabilityPurchase IntentFindings are based on a large samplen = 794 (386 Control / 408 Exposed)All respondents were recruited between 6/5/03 and 6/9/03 for Control and between 6/30/03 and 8/1/03 for ExposedRespondents were recruited from MSN
5 AdIndex Methodology: Pre / In-Market AdIndex uses a control-exposed methodology that measures the branding value of online ad campaigns as they run live across a site or set of sites. In this case, a Pre-Wave Control Group (Group B) was surveyed prior to the launch of the campaign. The Exposed Group (Group A) was surveyed during the course of the campaign.Do the results indicate a difference?Did they see the campaign?Exposed*YesYesSince a major difference between groups A and B is the presence of the creative, we attribute the lift to the campaignBoth groups are surveyed about their attitudes toward the brand in the creative*APre-Wave Control*NoB* Both groups are random samples from the same population (they are statistically the same people)
6 How do you measure where consumers are in the continuum? The Hierarchy of Advertising EffectsHow do you measure where consumers are in the continuum?Brand AwarenessMeasures the level of familiarity respondents have with the brand (aided and unaided)1.First, consumers need to be aware of a brandMessage AssociationMeasures the extent to which respondents can match the messages and/or concepts in the creative to the brand2.Then they need to understand the value to them, or what the product is used forBrand FavourabilityMeasures the extent to which respondents have a positive or favorable opinion of the brand3.The consumer forms an opinion about the brandPurchase IntentMeasures the likelihood of respondents to purchase the brand in the future4.Finally, the consumer decides whether he or she is likely to purchase the brand
7 “Smooth Skin for Weeks” Creative UnitsMessage Association:“Smooth Skin for Weeks”
8 Definition of Brand Metrics Unaided Brand Awareness – Measures top of mind awareness respondents have of BraunQuestion: When thinking of epilators for women, what brand comes to mind first?Aided Brand Awareness - Measures respondents’ familiarity with BraunQuestion: Have you heard of the following brands of epilators for women?Online Ad Awareness - Measures whether respondents recall seeing Braun advertising onlineQuestion: Do you remember seeing any advertising on the Internet in the past month for any of the following brands?Message Association - Measures the extent to which respondents can match the message in the creative with BraunQuestion: Which of the following brands, if any, uses the following message in its online advertising?“Women deserve a little extra. Extra alone time. Extra sleep. Extra comfort.“Smooth Skin for Weeks”Brand Favourability - Measures respondents’ overall opinion of BraunQuestion: How would you describe your overall opinion about each of the following brands of women’s epilators?Purchase Intent - Measures respondents’ likelihood to purchase epilators from Braun in the futureQuestion: How likely are you to purchase the following brands of epilators for women (in the next 12 months)?
9 Overall Campaign Results Brand Metrics Campaign was successful at keeping brand top of mind, as there were increases in Unaided Brand Awareness and most awareness metricsAided Brand Awareness was already maximized at a score of 98.3%The increase in top of mind awareness increases the likelihood that consumers will include Braun in their consideration set during the purchase cycleOverall RespondentsControlExposedDifferenceImpactUnaided Brand Awareness53.7%59.1%+5.4*10%Aided Brand Awareness98.3%98.7%+0.40%Online Ad Awareness19.6%40.7%+21.1*107%Message Association19.9%31.9%+12.0*61%Brand Favourability67.4%68.4%+1.01%Purchase Intent74.0%73.8%-0.2Sample Size408386Analyst theory*Statistically significant difference between control and exposed group at a 90% confidence level Lift = (Exposed-Control) / Control
10 Relative Difference (Impact) Braun Campaign vs. MarketNorms† Relative Difference (Lift)Campaign outperformed MarketNorms Europe in Online Ad Awareness and Message AssociationRelative Difference (Impact)*MarketNorms Q1/03 (overall n=117,411)
11 Campaign Summary Allows tracking and analysis of the amount led to 3000 visitors on theBraun.com / Turkey Promotional pagewhich lead to 1000 visitors on Gima.com'sBraun Store6500 Clicks on the ad's on MSNAllows tracking and analysis of the amountof traffic incurred during the promotionfrom beginning to end
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