The overall objective was to assess the effectiveness of the Dove Firming Outdoor advertising campaign on brand and advertising awareness, Dove attributes and purchase consideration Background Station Domination Subway Poster Horizontal Poster Wallscape Superboard Backlit Subway Permanent
–In-person intercept interviews were conducted in three locations in downtown Toronto: –Union Station (to intercept commuters) – 40% of interviews –TD Centre (shopping concourse) – 20% of interviews –Eaton Centre (mall) – 40% of interviews –251 pre-wave interviews and 250 post media interviews were conducted, in late April 2006 and late May 2006 respectively. METHODOLOGY
Methodology – Survey Stimulus Respondents were shown this de-branded ad to measure advertising recognition and brand linkage.
Dove Brand Linkage - Among Consumers Aware of Dove Advertising - Base: Aware of Dove ads Q.10b What brand was being advertised? ( / ) Significantly higher/lower than pre wave at the 95% confidence level Although brand linkage was already high in the pre-wave (74% link with Dove), significant increases were experienced in the Media wave. The campaign was successful in creating a lasting impression with consumers making the brand memorable. n =139215
Dove Variant Linkage – Brand or Product Name Base: Aware of Dove ads Q.10b What brand was being advertised? Q.10c Do you recall the specific name of the product that was being advertised? ‘New Dove Intense Firming Body Lotion’ = New (Dove) Firming Lotion, (Dove) Firming Lotion, (Dove) Intense Firming Body Lotion. ( / ) Significantly higher/lower than pre wave at the 95% confidence level In addition to increases in Master Brand linkage, the ads were successful at significantly increasing linkage with Dove products, specifically Dove Intense Firming Body Lotion. Dove (Net) New Dove Intense Firming Body Lotion Dove Intense Firming Body Cream Dove Firming Body Wash Dove (other/unspecified)
Ad Effect on Dove Purchase Consideration Overall, respondents indicated that the ads would likely increase their consideration of Dove Firming Lotion. Base: Aware of Dove ads Q.20b. And how likely are you to buy Dove Firming Lotion for yourself in the future? Purchase Consideration as Result of Ads (5 Pt. Scale) Probably/Definitely Buy This Product Might or Might Not Probably/Definitely Would Not Buy
Unaided Source of Awareness of Dove Ads – Outdoor Base: Aware of Dove ads Q.11a Where specifically did you see this advertisement? Significance tested at 95% confidence level (uppercase letters) Significant increases were measured for most outdoor media. Pre WaveMedia Wave Base:(139)(215) % AB Outdoor (Net)3186 Bus (Subnet)610 Bus Shelters47 Posters on Buses22 Train Station412 Subway Stations553 Roadside Billboards1952 Wallscapes111 Posters at a mall26 A A A A A
Base: Aware of Dove ads Q.11a Where specifically did you see this advertisement? Q.11a2 Did you see this advertisement on…? [LIST] Significance tested at 95% confidence level (uppercase letters) Unaided and Aided Source of Awareness of Dove Ads Awareness of subway and billboard advertising is high. Pre WaveMedia Wave Base:(139)(215) % AB Bus or streetcar shelters820 Posters on buses or streetcars 614 GO Train417 Subway station posters, walls, floors 662 Billboards on street2667 Billboards on a building wall (wallscapes or murals) 635 Posters at a mall515 None of the above607 A A A A A A A B
Base: Aware of Dove ads Q.11a Where specifically did you see this advertisement? Significance tested at 95% confidence level (uppercase letters) Aided Awareness – Formats The subway poster was recognized most frequently. Media Wave Base:(215) % A Station Domination32 Backlit Subway26 Subway poster51 Wallscape29 Horizontal poster27 Superboard30 Permanent23 None of these13
Product Category Linkage Base: Aware of Dove ads Q.10a What product category or type of product was being advertised? Significance tested at 95% confidence level (uppercase letters) Most consumers during the pre-wave linked the ad with the correct product category (Body Lotion, Cream, Wash, Firming Lotion) before the campaign started. Pre WaveMedia Wave Base:(139)(215) % AB Body Lotion/Cream/Wash/Firm ing Lotion (Net) 6678 Body Lotion4555 Body Cream44 Body Wash83 Firming Lotion915 Bar Soap61 Some other product21 Don’t Recall2520 A B
Executive Summary Overall Campaign The Dove campaign is successful in terms of awareness and association to the brand. Marked increases occur across advertising measures. Recognition of Dove advertising is relatively high in the pre wave, yet it increases dramatically post media launch. Additionally, brand linkage to Dove improves. The campaign was also successful in differentiating itself from other Dove efforts. During the Media wave, most consumers aware of the ads correctly identified them with the appropriate media (buses, stations, billboards, etc.) and not with television or print. There also greater clarity on the product category advertised: Both spontaneous and aided recall of Dove Firming Lotion increases significantly. Awareness of Dove ads have a positive effect on respondents claimed purchased intent with 49% of respondents claiming that they will probably/definitely buy this product in the future.