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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.
74%
84%
Pre Wave Media Wave
Dove Brand Linkage- Among Consumers Aware of Dove Advertising -
Base: Aware of Dove adsQ.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 = 139 215
Dove Variant Linkage – Brand or Product Name
Base: Aware of Dove adsQ.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.
74%
10%
5%
1%
39%
84%
23%
2%
1%
44%
Pre Wave (n=139)
Media Wave (n=215)
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 adsQ.20b. And how likely are you to buy Dove Firming Lotion for yourself in the future?
17%
35%
49%
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 adsQ.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 Wave Media Wave
Base: (139) (215)% %A B
Outdoor (Net) 31 86Bus (Subnet) 6 10Bus Shelters 4 7
Posters on Buses 2 2 Train Station 4 12Subway Stations 5 53Roadside Billboards 19 52Wallscapes 1 11Posters at a mall 2 6
A
A
A
A
A
Base: Aware of Dove adsQ.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 Wave Media Wave
Base: (139) (215)% %A B
Bus or streetcar shelters 8 20
Posters on buses or streetcars 6 14
GO Train 4 17Subway station posters, walls, floors 6 62
Billboards on street 26 67Billboards on a building wall (wallscapes or murals)
6 35
Posters at a mall 5 15None of the above 60 7
A
A
A
A
A
A
A
B
Base: Aware of Dove adsQ.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 Domination 32Backlit Subway 26Subway poster 51Wallscape 29Horizontal poster 27Superboard 30Permanent 23None of these 13
Product Category Linkage
Base: Aware of Dove adsQ.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 Wave Media Wave
Base: (139) (215)% %A B
Body Lotion/Cream/Wash/Firming Lotion (Net)
66 78
Body Lotion 45 55Body Cream 4 4
Body Wash 8 3 Firming Lotion 9 15Bar Soap 6 1Some other product 2 1Don’t Recall 25 20
A
B
Executive SummaryOverall 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.