Gillette a YouTube case Study
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Transcript of Gillette a YouTube case Study
YouTube Confidential and Proprietary
A YouTube Case Study – ItalyMay 2010
YouTube Confidential and Proprietary
Background Information
Gillette Fusion power has few competitors other than other Gillette variants in the Market; as such driving adoption of new brand variants
is key to the brands success. Driving traditional brand KPIs is exceptionally difficult given the non
competitive environment
The aim of the campaign was to build awareness and association of Gillette with the “Future Champions” of Italian Soccer.
With the 2010 World Cup imminent the aim was to foster brand engagement amongst emerging shavers (Males aged under 25)
The Future Champions campaign was an extension of the global Gillette Champions campaign. The campaign was a large multimedia campaign including strong digital interactive elements, YouTube and
Search advertising,
The following research study with MetrixLab was conducted to understand the overall effectiveness of the campaign and understand
the Return on Marketing Investment and contribution of the individual media with in the mix,
3 3
Campaign Reach
Campaign details
Radio Print and TV figures delivered by Starcom
Online and YouTube derived from Metrixlab tracking tags
Direct Mail based on recognition
Campaign and indivdual media reach
YouTube Confidential and Proprietary
YouTube was the cheapest media in terms of the target population. Reaching 1% of the target population on YouTube was 7.3 times cheaper than on TV
Cost per %pt reached (indexed to TV)
Cost per percentage pt reached
YouTube Confidential and Proprietary
TV Ads Reach
71%
YouTube AdsReach
17%
6% incremental reach through YouTube
TV contacts
YouTube contacts35% of those exposed to YouTube had no contact with the TV campaign
Within the overlap group more than half had less than 5 contacts with the TV campaign.
Incremental net reach of YouTube
YouTube Confidential and Proprietary
17% reach
Age
Demographic profile of YouTube reachYouTube was particularly successful at delivering* against the core target audience of under 25s
YouTube Confidential and Proprietary
Online onlyReach
14%
YouTube onlyReach
10%
7% Overlap
contacts Online contacts
Adding YouTube to a digital media buy does not significantly cannibalise other digital channels.
Total Digital reach 31%.
Net Reach of YouTube and other Online properties
YouTube Confidential and Proprietary
9 9
Campaign Reach
Campaign details
Pre vs Post campaign analysis
The campaign at a total level has been successful at increasing brand & product awareness as well as successfully driving the main campaign message
YouTube Confidential and Proprietary
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Campaign Reach
Multimedia Analysis
Brand Effect
Cost Efficiency
= Effect in exposed Group
Effect in control Group
=Investment
*Effectiveness Media Reach
Understanding Multimedia effect and efficiency
YouTube Confidential and Proprietary
Key Brand Metrics
Brand effect of TV & YouTube
YouTube, and especially YouTube in combination with TV drives a strong branded effect across the major Brand KPIs for Gillette
Brand Effect
YouTube Confidential and Proprietary
Key Brand Metrics
Cost Efficiency of TV & YouTube
YouTube is significantly more cost efficient than TV at delivering a branded effect.
Cost Efficiency YouTube and TV in combination are significantly more cost efficient than TV alone.
YouTube Confidential and Proprietary
Key Campaign and Brand Image Statements (strategic equities)
Again YouTube, and especially YouTube in combination with TV drives a very significant uplift across the key campaign metrics.
Brand effect of TV & YouTube
Brand Effect
YouTube Confidential and Proprietary
16
Cost Efficiency of TV & YouTube
YouTube is significantly more cost efficient than TV at fostering an association of Gillette and soccer.
Cost EfficiencyYouTube and TV in combination are significantly more cost efficient than TV alone.
Key Campaign and Brand Image Statements (strategic equities)
YouTube Confidential and Proprietary
17
17
Campaign Reach
Impact of Contact frequency
Impact of frequency of TV & YouTubeInitial exposures on YouTube are significantly more potent than on TV. TV relies heavily on increased frequency
TOMA: Gillette
Frequency
Effe
ct
Frequency
Effe
ct
Understands young sportsmen
Effe
ct
Frequency
Shares my interests
YouTube Confidential and Proprietary
TV
YouTube
Impact of frequency of TV & YouTubeInitial exposures on YouTube are significantly more potent than on TV.
Top of Mind Brand awareness Gillette
YouTube Confidential and Proprietary
TV
YouTube
Impact of frequency of TV & YouTubeInitial exposures on YouTube are significantly more potent than on TV.
Shares my interests
YouTube Confidential and Proprietary
21
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Campaign Reach
Summary
YouTube delivers incremental net reach over TV
YouTube was highly effective in delivering against brand KPIs
YouTube is significantly more cost efficient than TV
YouTube and TV work better together
YouTube delivers effect at a lower frequency than TV
Summary
Cristina Guisasola; Media and interactive Manager – Proctor and Gamble; Italy In today’s increasingly fragmented media landscape and with rising costs of reaching consumers via TV and traditional media, understanding how digital video can work in driving marketing KPIs is key to being cost efficient. We now know that the combination of TV and Digital Video drives both higher recall and brand preference than either media alone.
For starcom it is always a priority but also a tough challenge to engage consumers with our client’s brand. Whilst TV advertising remains important we now know that Digital Media and online video represents a clear opportunity for us to build differentiation and loyalty for our client’s brands.
Man from media agency
Testimonials
YouTube Confidential and Proprietary
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Campaign Reach
Methodology
All banners of the online advertising campaign were tagged with MetrixLab’s proprietary banner tracking technology.
Every time a banner or video is served to a visitor a cookie is automatically placed on the computer of this visitor. The
cookie contains information about which advertisement was served, what time and date it was served, from which site
it was served, which other banners of the campaign were served and how often they were served.
MetrixLab cookies are
dropped and updated every
time El Corte Ingles masthead
or ROS advertising appears on
YouTube.
Understanding YouTube exposure
Methodology – Step 1
YouTube Confidential and Proprietary
Using responses from consumers as to their exact media consumption across multiple channels it is possible to build
up individual media consumption profiles. This profile is then matched with the booked media plan (provided by Havas
Media), and using recognition of advertising creative as a corrective measure, OTS (opportunity to see) scores are
generated for each respondent in the respondent base .
Groups of respondents are formed on the basis of their media exposure and are statistically levelled/weighted to
remove any bias that might occur due to the self selective nature of media.
Understanding TV exposure exposure
Actual media plan is matched with
individual respondent TV consumption to
create an “Opportunity To
See” score (OTS).
Methodology – Step 2
YouTube Confidential and Proprietary
MetrixLab uses a control-exposed methodology to measure the branding effect of advertising campaigns.
Exposure different media groups are simultaneously sampled and their response compared. Because both
groups are a random sample from the same population, the groups consist of statistically the same people.
EXPOSED
UNEXPOSED
Survey:
• Branding Effects
• Communication Effects
• Background characteristics
Methodology – Step 3
YouTube Confidential and Proprietary