Pulling the Pieces Together:
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2 Pulling the Pieces Together: Measuring the Dove for Men Launch Tomas Emmers Director of Consumer and Market Insights Unilever William Pink Partner, Client Solutions Millward Brown Jennifer Kelly Client Consultant Dynamic Logic
3 Introduction of Dove for Men
4 Introduction of Dove for Men An Integrated 360 Campaign January of 2010, Dove introduce its new line of Men s personal wash Phased approach, initially aiming to raise awareness among women and later targeting men through a Super Bowl sponsorship and subsequent male-targeted advertising The specific media included TV advertising, print placements, and online banner and videos Dove s Integrated Media Plan January 11-April 30
5 Introduction of Dove for Men Unique Challenges Potential barrier of Dove s history as a brand for women The strategy of the campaign to position Dove Men-Care as a brand for men was explicitly working against Dove s own brand history as a brand for women The campaign included a massive, nonrepeatable investment in sponsorship of the Super Bowl Isolating the effect of the sponsorship, while understanding what the other media contributed, was critical
6 Approaching Cross Media Measurement Research Programs Instead of Research Projects Measurement of 360 multi media campaigns is a business imperative, yet we still wrestle with deciding which of the many research tools are ideally suited for this How can we best incorporate broad reach media and low reach, targeted media in the same research? How can we ensure we are being media neutral, especially when the media are delivered simultaneously?
7 Approaching Cross Media Measurement Research Programs Instead of Research Projects Too often we approach cross media evaluation through independent research projects Lots of noise talking past each other about the values of brand tracking, cross media research, ROI modelling, etc. Research solutions all have their own benefits and drawbacks, but when brought together to measure a campaign they tell a very powerful story The insights generated by these tools complement each other and provide combined insights that far surpass what they can answer individually
8 Evaluating the Success of the Launch First Principles of our Research Program We need both a WIDE lens to look across multiple media as well as a DEEP lens to look to within particular media Different media work differently to achieve different objectives Whenever possible, we compare findings against prior launches and databased results
9 Evaluating the Success of the Launch Research Program Upfront creative evaluations before launch Ongoing tracking to ensure we understood consumer perceptions before, during and after launch Cross media research to understand the unique and synergistic effects of the media Digital deep dive to see which sites and creatives were working Analytic Techniques Matched cell comparisons of like consumers exposed to the campaign Logit regressions to identify marginal contributions and diminishing returns with increased frequency Structural equation models to estimate direct and indirect effects of the campaign, and drive scenario testing
10 In National Tracking, the Democracy Campaign Drove Awareness and Intent Total brand awareness Top 2 Box Purchase Intent First Choice Purchase Intent February was Dove Men's heaviest month in terms of support - and where we saw the greatest growth October November December January February March April "Ghost" Reads Pre-Launch Female-Targeted TV Activity Dove Men's Heaviest Month: Super Bowl, Print, TV & Digital Activity TV and Digital Activity Continue *Source: : Millward Brown Male Personal Wash Tracker
11 Incremental Awareness: Comparison to Other Male Product Launches Brand Dove Men + Care Competitor 1 Competitor 2 Competitor 3 Competitor 4 1st Quarter TRPs and Growth from Baseline +40% TRPs: % TRPs: % TRPs: % TRPs: % TRPs: nd Quarter TRPs and Growth from Baseline +90% TRPs: % TRPs: % TRPs: % TRPs:78 +20% TRPs: 252 While Dove did not reach the same level of awareness after 6 months as other launches, it did show the largest increase in awareness from the ghost level (nearly doubling its base level)
12 Matched Cell Comparisons: Big Effects Within the Footprint of the Campaign Online, in combination with exposure to other media, drove incremental impacts more consistently than in previous launches Comparison of Results: Dove CrossMedia Studies Dove Campaign A 2009 Dove Campaign B 2009 Dove for Men 2010 TV Only A Test Brand: Dove Target: Females Online B Print C Print + Online D TV Only A Test Brand: Dove Target: Females Online B Print C Print + Online D Test Brand: Dove Men+Care Target: Adults TV Only A Online B Print C Print + Online D Aided Brand Awareness Purchase Intent AC AC A A = Improvement over the control group = No change over the control = Decline from the control group
13 Marginal Contribution Logit Regressions: Each Media Performed Differently at Distinct Frequency Levels The marginal effects of TV and Print to awareness are greater than online and are maximized at lower frequency levels Online contributes to awareness at a slightly increasing rate with increasing exposures Print Media Effectiveness Maximized 9.00% 8.00% 7.00% 6.00% Aided Brand Awareness Online Aided Brand Awareness TV Aided Brand Awareness: Print 5.00% 4.00% TV Media Effectiveness Maximized 3.00% 2.00% Online Media Effectiveness Continues Growth 1.00% 0.00% Frequency of Exposure Source: Dynamic Logic Study/Dove Democracy, Female Audience
14 Digital Deep Dive: Drew Brees Creatives Drove Awareness and Messaging Creative Themes CPM Unaided Awareness Message Association Purchase Intent Relative Effect Relative Efficiency Relative Effect Relative Efficiency Relative Effect Relative Efficiency Drew Brees Steam Women s Flash Tackle Dry Skin Men s Flash Manthem Wakey Wakey
15 Structural Equation Models: Identification and Functional Benefits Drove Intent New cleaning Deep clean without drying, like other soap Males Education on specific properties drove identification, which ultimately motivated males Fights Dry Skin 0.33 Cares for my skin 0.29 Right choice for me Understands needs 0.05 Purchase Intent 0.06 Rank Attribute Relative Impact 1 Is the right choice for me 8.7% 2 Provides a deep clean without leaving you dry like other soap 4.5% 3 Cares for my skin 2.5% 4 Brand Attributes Relative Impact on Purchase Intent Among Males Is a brand that truly understands the needs of men 2.0% 5 Is a new cleansing product for men 1.6% 6 Fights dry skin 0.8% *Source: Dynamic Logic Cross Media Study
16 Indexed Against Actual Media Plan Scenario Testing: Removing the Super Bowl Would Drop Unaided Brand Awareness Keeping the Super Bowl in conjunction with magazines showed potential to help grow salience Changes to Non-Super Bowl TV resulted in minimal change to key metrics, again suggesting cross-channel exposure was important for males Unaided Brand Awareness Scenario B: Keep Super Bowl, Add Newsweek and Time issues weeks 1-5 Index= Scenario A: Drop Super Bowl
17 Approaching Cross Media Measurement Key Take-aways Driving Future Decisions Pre-test as many assets as possible to insure optimization We will continue to drive for men association with functional messaging Drive Branding in the very cluttered environment A big splash with effective assets is critical to jump start The synergistic effect of multiple media channels is driving success
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