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

11

11

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

21

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

24

24

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