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Milan, Italy – May 2012
YouTube Confidential and Proprietary
brand image and intention to use increased after the campaign (+ 9 points intention to buy on TV&YT vs not exposed) YouTube Confidential and Proprietary 2 . On the focus target 25-45 the campaign was much more effective in being recalled and recognized. 25-45 and women 18-34 The campaign reached 66% of the 25-45 population.Overall summary A Multimedia campaign was launched by GSK in Nov-Dec 2011 to sustain the brand awareness and intention to use of the Zovirax LFE product (against lips herpes). when it was delivered both on YT and TV (campaign recall TV&YT was higher by 34 points vs not exposed and 13 points vs exposed Only TV) On the focus target 25-45 both campaign creativity and cross media worked to achieve the marketing objectives: brand awareness. 43% of the Youtube reach for the focus target was incremental. The 3 focus targets were: 18-54.
! Addendum: research structure YouTube Confidential and Proprietary .! Campaign delivery .R&F analysis 3.! Campaign details and media scheduling 2.brand awareness and brand image 4.Agenda 1.! Brand response .! Advanced campaign delivery – Cost efficiency analysis 5.
11 Dec. TV 4th – 18th Dec.Campaign Details Brand Target •! •! •! •! 18-54 25-45 Women 18-34 28th Nov– 18th Dec 2011 Campaign scheduling Campaign Objectives Campaign spend •! •! •! Sustain brand awareness and brand image for Zovirax Labiale Flacone Erogatore (Zovirax LFE) TV: NA On line: NA (Youtube: NA) Others: NA Media Plan YouTube 28th Nov – 27th Dec. 2011 YouTube Confidential and Proprietary . 4 Dec. 2011 27 Nov.
! Campaign details and media scheduling 2.! Addendum: research structure YouTube Confidential and Proprietary .! Campaign delivery .R&F analysis 3.brand awareness and brand image 4.Agenda 1.! Advanced campaign delivery – Cost efficiency analysis 5.! Brand response .
Overall Campaign Delivery –Summary Period: 28th Nov.3 GRP: 289.000 Campaign delivery: combined YT & TV Audience: 34.0% Average exposure: 4.972.18th Dec 2011 Source: Nielsen Dec 2011 Target 14+ Population: 52.5 YouTube Confidential and Proprietary .172.000 Audience Reach: 67.
7 avg frequency: 3.A.Tot AD Reach : .3 Total Reach = 66% K 18.8 Source: Nielsen Dec 2011 Unique YT= 718 K 936 K saw both the AD Period: 28th Nov.345 Reach: 66% Total frequency AD: 4.8% . Zovirax Campaign Summary Campaign reach was 66% on the 25-45 target.Tot AD Reach : 1. Total Audience of the AD: 12. 2011 YouTube Confidential and Proprietary 7 .AD K 11.0% 57.691 K 25-45 3. – 18h Dec.654 . 4% of the total reach was obtained thanks to YT.627 K avg frequency: 5.AD 5.2% .
25-45 .4% 56.AD K = 100% avg frequency: 5. 2011 YouTube Confidential and Proprietary 8 .6% Source: Nielsen Dec 2011 936 K saw both the AD Period: 28th Nov.YouTube Reach Analysis 43% of YouTube reach on the focus target was incremental.7 Unique YouTube = 718 K 43. – 18h Dec.654 .Tot AD Reach : 1.
R&F analysis 3.! Advanced campaign delivery – Cost efficiency analysis 5.! Campaign recall and impact on Brand KPIs 4.! Addendum: research structure YouTube Confidential and Proprietary .! Campaign delivery .! Campaign details and media scheduling 2.Agenda 1.
YouTube Confidential and Proprietary 10 . Over the past 30 days. Reached exlusively by YT(480). when it was delivered both on YT and TV 25-45 +34% 62% 66% 49% 43% 50% 69% +25 % 75% 28% Campaign recall Source: Nielsen Dec 2011 Campaign Recognition Q10. Reached by both TV and YT (335) * Only for a qualitative use. do you recall watching. Do you recall ever watching this or a similar advertisement for Zoviraz LFE? Sample size: Not reached (450) Reached by total camapign(1.176). Please watch the following ad and reply to the questions. listening to or reading any form of advertising for Zovirax LFE? Sample size: Those who said they know Zovirax LFE Q12.Campaign recall and recognition The campaign was much more effective in being recalled and recognized. Reached exclusively by TV (361).
Brand awareness KPIs When TV worked togheter with YouTube the campaign was stronger in increasing presence in mind of the brand 25-45 +13 p.176. Exp TV only 361.p. 7% 7% Top of mind Spontaneous Awareness Aided Awareness Q4. EXP YT only 480.p. 67% 58% 71% 65% +3 p. Have you heard of the following brand? Total sample: No Exp 450. When thinking about products against lips herpes. which brands/companies come to mind? Q5. exp TV+YT 335 YouTube Confidential and Proprietary 11 .p. 3% 6% 4% 6% 4% 9% +3 p. Exp total campaign 1.Zovirax LFE .
77% 66% 68% 69% 58% 60% 63% +9 p.p.Zovirax LFE – Favourability and intention to buy YT+TV deliver the highest increase both in brand favourability and intention to buy 25-45 +11 p. How would you describe your overall opinion of Zovirax LFE? Q8.p. 67% Brand Favourability Intention to buy Q6. Sample size: People who have heard (Q5) YouTube Confidential and Proprietary 12 . How likely are you to consider to use each of the following brands? Top 2 boxes (very+somewhat).
Zovirax LFE . Please indicate how strongly you agree or disagree with the following statements Sample size: people who know the brand (Q5) YouTube Confidential and Proprietary 13 . In particular brand recommendation. personal relevance and uniqueness improved considerably.Brand image When TV worked together with YouTube brand image improved the most.c 25-45 73% 64% 58% 56% 50% 52% 44% 44% 38% 55% 52% 51% 63% 64% 61% 57% 67% 65% 60% 61% 65% 65% 64% 57% 55% 55% 48% 63% 56% 55% 51% 53% 54% 51% 42% 58% 57% 55% 54% 41% It's a brand I would recommend It's a brand different from the others It's a brand for people like me It's a brand I know well It's a brand that offers an immediate solution It's an innovative brand It's It's a trustworthy It's It's an effective recommended brand brand recommended by the by the doctor pharmacist Q11.
brand awareness and brand image 4.! Brand response .! Addendum: research structure YouTube Confidential and Proprietary .! Advanced campaign delivery – Cost efficiency analysis 5.Agenda 1.! Campaign details and media scheduling 2.R&F analysis 3.! Campaign delivery .
Normalization TV only = 100 TV !! Reached – Not Reached Investment x reach TV + YT = xxx Integrated campaign (TV & internet) YouTube Confidential and Proprietary .Cost efficiency calculation Cost effectiveness in this case is defined as the effect that each ! invested has on brand KPIs.
Efficiency Index on Intention to buy 18-54 Integrated Campaign (TV+YT) Youtube Investment (! 000) Mezzi! TV only TV investment (! 000) ! 500! ! 1.500! ! 2.000! ! 1.000! ! 50! ! 100! ! 150! ! 200! !!"# !!(# !"$# !"!# !$%# !!"# !!*# !!(# &'# !$)# !!"# !!'# ((# !$%# !$&# !!"# 100 YouTube Confidential and Proprietary .
! Campaign details and media scheduling 2.Agenda 1.brand awareness and brand image 4.! Addendum: research structure YouTube Confidential and Proprietary .! Campaign delivery .! Brand response .R&F analysis 3.! Advanced campaign delivery – Cost efficiency analysis 5.
off line Nielsen Arianna Real exposure Reach Frequency = Through Datafusion HomeScan Nielsen Consumer Reach Frequency YouTube Confidential and Proprietary .1) Incremental Reach .Fusion on the fly PRE Week 1 Week 2 Week 3 Week 4 POST Week 5 Campaign Tagging AD ON LINE AD ON AIR Panel ONLINE Nielsen NetView + Panel TV .
based on media consumption habits) •! ON line / YT exposure (real exposure) + exposure frequency •! ON line + TV exposure compared to not exposed 3) ADV evaluation 19 YouTube Confidential and Proprietary .2) Ad Effectiveness – Online survey PRE Week 1 Week 2 Week 3 Week 4 POST Week 5 Campaign Tagging AD ON LINE AD ON AIR pre post ON LINE SURVEY ( email) TV detailed exposure + brand response + AD evaluation Data collected over the weeks 1)! Brand response pre – post 2)! Brand response over different levels of exposure: •! TV exposure (HML probability.
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