Colgate summary
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Transcript of Colgate summary
Colgate
July 2011
Key Campaign information
Environment/Panels Key Campaign Objective
880 Roadside 48 Sheets
Drive perceptions that Colgate is endorsed and recommended by dentists
Other Information
Research carried out amongst female main shoppers
The campaign strengthened all key brand perceptions
29%
44%
63%
67%
30%
41%
64%
71%
36%
50%
77%
80%
Colgate is the onlytoothpaste that provides
non-stop protection
Colgate is the besttoothpaste for providing
non-stop protection
Colgate is the market leader
Colgate is recommended bydentists
Pre Post Post PR
+19%
+22%
+14%
+24%
Source: Opinium, For the next set of questions please rate how strongly you agree or disagree with the statements based on the advert
Posters drove feeling of inclusivity
37%
55%
41%
43%
65%
65%
50%
36%
65%
41%
37%
61%
39%
46%
62%
59%
52%
39%
69%
40%
...is worth paying more for
...is for someone like you
...offers something different to other brands oftoothpaste
...appeals to you more than other toothpastebrands
...is clinically proven
...protects against all oral health problems
...is the best everyday toothpaste
...is the only toothpaste that protects againstbacteria for 12 hours
...is recommended by dentists/ hygienists
...is more effective than other brands
Pre Post
Source: Opinium, For the next set of questions please rate how strongly you agree or disagree with the statements.
Colgate…
Posters significantly grew the associations with key words including clinical, expert
and scientific
Modern
Trustworthy
Family Oriented
Innovative
A Leader
IntelligentScientific
Expert
Clinical
Sophisticated
Traditional
Pre
Post PR
Posters
Poster significantly
drove perceptions
Source: Opinium, Please give an answer for each word on a scale of 0-10, where 0 means ‘doesn’t describe the brand at all’ and 10 means ‘very accurately describes the brand’. Those who scored 10 out of 10
Posters drove purchase of the brand
Pre
46%
Post
47%
PostRecognisers
57%
Poster recognisers are +21% more likely to
have purchased Colgate in the last
month
Source: Opinium, Have you bought Colgate in the past month?
Posters drove recommendation of Colgate
Those people who have seen the posters at the post stage were 11%
more likely to recommend Colgate
than those who had not
Source: Opinium, How likely are you to recommend Colgate in the future?
Summary
• Posters clearly drove the message that Colgate is a brand recommended by dentists
• The campaign also strengthened the association between the brand and “expert” – again a clear link with the creative
• Finally, the campaign influenced purchase behaviour with those exposed more likely to have purchased the product
Want to find out more?
Contact the JC Decaux research team to find out how the campaign performed across other metrics, and further information on perceptions and purchasing behaviour