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Sydney Opera House –

Housemates Facebook Advertising


Measurement

27 March 2011
Methodology: BrandLift studies

1 Ad displayed to user
2 Randomised control group
Facebook’s ad systems automatically
generate a small control group of users
called a “holdout” who are identical to those
targeted by your campaign, except that they
were randomly selected to not see your ads.

3 Example Poll
4 Results
A comprehensive PowerPoint deliverable highlighting
study results and brand effect metrics:

-Results for up to four standard brand attitude and


usage questions via single-question surveys
-Delivered within days of the end of the survey
fielding
-Presentation of findings
Methodology
Methodology
 354 Exposed

 348 Control

 Campaign dates: March 23rd –March 24th 2011

 Data collection: March 25th , 2011

 Weighting: The results have been weighted to match the demographic

distribution of the exposed audience

 Questions
Question 1: Which landmark is running the “Housemates Wanted”

campaign?
Question 2: What is the prize for the winners of the Sydney Opera House

“Housemates” promotion?
Significance Testing
Significance Testing
Asterisks next to point lifts denote statistically significant differences between two proportions. For
example:

If 50% of Exposed respondents recall Sydney Opera House’s advertising and 25% of Control
respondents recall Sydney Opera House’s advertising, is there a significant difference between
Exposed and Control respondents?

Statistical reliability allows for differences between groups of people. In this example,
Exposed respondents (50%) are significantly more likely to recall Sydney Opera House’s
advertising than Control respondents (25%) at a 90% confidence level. This would be
illustrated with an asterisk next to the point lift (+25 pt. Lift) to show the significant difference.

+25 pts*

Significant comparisons between groups are done at a 90% confidence level; a standard
measure of reliability used in market research. A 90% confidence level simply means that if we
conducted the same survey 100 times, the data would be within a certain number of
percentage points above or below the reported percentage 9 times out of 10.
Campaign Results
Summary of Findings
Key Findings

1 Sydney Opera House’s advertising campaign on Facebook was an overwhelming success


in driving higher brand metrics.

2 Not only did the higher-funnel campaign awareness increase by a significant 17 point
increment, but the lower-funnel message association metric increase was also significant at
12 point incremental

3 Across both question, this campaign resonated with all age groups except for 18-24 year
olds who were statistically flat for both questions
Campaign Awareness
Awareness of the SOH Housemates Wanted campaign increased by a
tremendous and significant 17 incremental percentage points
100%

80%

60%
52%

Cont rol [N=348]


42%
40% Exposed [N=354]
35%

25%
+3pt s -3pt s +1pt s
20%

10% 9%
7% 7% 7%
6%
+17pt s * -17pt s *
0%

Sydney Opera House Sydney Harbour Bridge


Royal Bot anical Gardens Ayers Rock Not sure
[N=242] [N=59] [N=49] [N=48] [N=304]

*Indicates a statistically significant increase or decrease. Question


Which landmark is running the “Housemates Wanted” campaign?
Campaign Awareness – Demo Breakout
There were statistically significant lifts across all demo groups except for
18-24 year olds
100%

80%

60%
53%
50%
47%
44% Cont rol [N=348]
42%
40% 39% Exposed [N=354]
33%
31%
28% 28%
25% 24% 25%

20%
13%

+17pt s * +19pt s * +15pt s * +8pt s +17pt s * +22pt s * +36pt s *


0%

Tot al Male Female 18-24 25-34 35-44 45+


[N=702] [N=279] [N=423] [N=259] [N=176] [N=133] [N=134]

*Indicates a statistically significant increase or decrease. Question


Which landmark is running the “Housemates Wanted” campaign? Those
Message Association
Positive message association with the promotion prize increased a significant
incremental 12 percentage points
50%

40%
40% 38%

34%

30%

23% Cont rol [N=351]


20%
20% Exposed [N=348]

14%

11%
Notes on Answers
10% Some answers have been
8%
6% abbreviated. True
5%
answers were “A
+12pt s * -11pt s * -4pt s +1pt s +2pt s helicopter ride around
Sydney Harbour” “Tickets
0%
to the upcoming Madam
Your phot o on a wall Helicopt er Ride Ballet Ticket s Model Replica Not sure Butterfly Ballet”, and “A
[N=107] [N=200] [N=84] [N=41] [N=267] wooden model of the
House”
*Indicates a statistically significant increase or decrease. Question
What is the prize for the winners of the Sydney Opera House “Housemates”
Message Association – Demo Breakout
This question resonated most strongly with users 25-54, and there were
significant lifts across both males and females as well
50%

40%
36%
34%

30%

21% Cont rol [N=351]


20%
20% 19% 19% Exposed [N=348]
17% 18%

13%

10% 10%
10% 9%
8%
7%
5% 6%

+12pt s * +9pt s * +15pt s * +7pt s +8pt s * +30pt s * +24pt s * -1pt s


0%

Tot al Male Female 18-24 25-34 35-44 45-54 55+


[N=699] [N=283] [N=416] [N=258] [N=182] [N=121] [N=82] [N=56]

*Indicates a statistically significant increase or decrease. Question


What is the prize for the winners of the Sydney Opera House “Housemates”
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