Evaluating the Effectiveness

for Public Awareness

Programs

Maria Rodriguez Java

Maria Rodriguez Java

• 15 years in digital media

• News presenter and producer

• Revamped digital services such as the news operation for abs-cbnnews.com, Mindshare Philippines, Airphil Express and Ambient Digital

• Led to market leadership: Effective Measure, Mobius Games, G-Cash

• Currently Managing Partner for Digital Media company Francis & Lamb representing various digital media solutions

• Concurrently serving as Head of Technology for Globe’s arm Adspark

Reaching the

Millennial

PERSPECTIVE

IS

EVERYTHING

58% 42%

Have you ever interacted with a brand / product or

service online ( comment on their website, FB, twitter

pages, etc)?

Yes No

Yes

42% No

58%

Gen X and

Boomers

Yes

No

42.19%

40.63%

10.94%

6.25%

23.85%

53.85%

14.62%

7.69%

Extremely important, I expect toan answer within the day.

It's important that theyacknowledge the comment and I'd

be happy to hear from them.

It would be nice to hear from thembut I don't expect it.

As long as I say my piece, I don'tcare if they respond.

If Yes, How important is it to you that the brand respond or interact with you on your

concern?

Female Male

23

Control

Exposed

Consumer gets served an

ad with EM tag.

They leave the site and land on

another EM tagged site.

Survey is launched.

They leave the site and land on

another EM tagged site.

Survey is launched. Consumer does not get

served the ad.

24

Campaign Specifics

Date Range 06/07/2015 – 09/09/2015

Campaign Target Male, 18+ years old

Location Australia

Impressions Purchased 5,000,000

Campaign Performance

Total Impressions 4,865,111

Exposed UBs 4,004,469

On Target UBs 77%

Frequency 1.21

77%

On Target

Unique Browsers (UB)

83%

On Target

Unique Views (UV)

25

Addressable Target

Market UBs

1,933

Potential Reach of

Campaign

(Exposed UBs)

4,004,469

16%

Exposed Profiles

(Secondary Markets)

Exposed Matched

Profiles (Likely to buy)

24,218,319 2,519

26

79%

21%

49% 51%

Male Female

Gender

Campaign Australia

18% 19%

18% 18%

26%

15%

20%

18% 18%

30%

15-24 25-34 35-44 45-54 55+

Age

Campaign Australia

The campaign successfully

targeted the elusive 18-24

male market. Less than 2%

impressions were served to

under 18s.

Compared to the

national average,

the campaign over-

indexed male

27

9%

WA

1% NT

12%

QLD

28%

NSW

4%

TAS

9%

SA

Family Structure

Gross Annual Household Income

(USD)

Just me

2 people

3 people

4 people

12%

31%

18%

23%

0-9,999

10k-29,999

30k-49,999

50k-79,999

6%

9%

9%

12%

80k-124,999

125k-199,999

200k+

Prefer not

to say

14%

14%

9%

29%

5 people

6 people

8 or more

10%

4%

1%

33%

VIC

3%

ACT

28

Site On Target Frequency Impressions

youtube.com 91% 3 805,374

skynews.com.au 51% 1 356,717

foxsports.com.au 81% 2 216,458

m.foxsports.com.au 84% 1 183,417

http.tidaltv.com 76% 2 94,319

s.ytimg.com 93% 3 67,116

attachment.fbsbx.com 82% 1 43,865

media.foxsports.com.au 82% 2 42,755

swellnet.com 79% 2 38,756

smh.com.au 67% 1 32,576

32

2. Do you recall recently reading or seeing an AD for PDIC in the last 4 weeks? (Yes or No) 3. How would you rate your overall impression of PDIC?

4. To what extent do you agree/disagree with each of the following statement about PDIC? ( TEST YOUR CORE IDEA)

5. Have you used / visited any of the following PDIC resources to find our more about us in the last 2 months? Please choose all that apply

1. I’d like you to think of all consumer protection agencies that you know of. Tell me which ones come to mind? (Open Ended)

33

Brand Recall

Exposed Non-Exposed

33%

Overall

Impression 37% + 4% -

Statement (Avg) 63% + 7% -

Resources Used :Website 46%

:Social

Media 26%

23% :News

Sites

44%

37% + 9% -

48% + -

:Website 34%

:Bank

branches :Social

Media

28%

25%

Ad or Article-Recall for Non-

Exposed/Exposed groups

Total Positive/Negative

Responses to Overall

Impression of the brand.

Average of the

Positive/Negative Responses

to statements on PDIC

Top three PDIC resources

used or visited to find out

more in the last 2 months.

14%

34

• Overall PH exposed Group had a higher Brand Recall (44%)

compared to Non-Exposed (33%) but had the same Overall

impression between the two groups with 37%.

• From the media plan, it is noted that digital was a key focus

for this market, where audiences feel they could related to

PDIC better.

• For high net individuals, the key is to grab their attention on

the go which other forms of media buy complements i.e

mobile, peer references.

• Audiences in Manila are more likely to utilise online resources

to find out more about PDIC (i.e. website, social media, news)

Don't care about

customizing as long as it's

cheap. 10%

I want quality

product, not customization

. 49%

I would prefer

services that can be

customized to me. 23%

Everything I buy should ideally be

customized to me. 18%

How important is it to you to be able to personalize or customize a product?

Millennial Individuality

9%

61%

20%

10%

Gen X & Boomers

Don't care about customizing as long as it's cheap.

I want quality product, not customization.

I would prefer services that can be customized to me.

Everything I buy should ideally be customized to me.

14.85%

22.77%

32.67%

12.87%

16.83%

4.78%

22.17%

31.30%

15.22%

26.52%

DON'T BOTHER WITH CAUSES, GIVE ME A

GOOD PRODUCT

NICE TO KNOW IF THEY HAVE A CAUSE,

BUT I BUY MY PRODUCTS FOR THE

PRODUCTS

I WOULD CONSIDER BUYING PRODUCTS

WITH A CAUSE, DEPENDS IF I LIKE THE

CAUSE.

I WOULD STRONGLY PREFER BUYING

PRODUCTS WITH A CAUSE.

I WOULD DEFINITELY PREFER A PRODUCT THAT SUPPORTS A

CAUSE.

What is the likelihood that you would buy a product because it supports a charity or cause?

Male Female

75.49% 76.09%

24.51% 23.91%

MALE FEMALE

Do you ask friends for their opinion on a product

before you buy it?

Yes No

66%

34%

Gen X & Boomers

Yes

• Client CRM,

• 40% inactive users

• 15% Fashionable

females according

to EM data

Fashionable Females

• Females

• Age 24-40

• Decision makers

• Career focused

• Fashionable

• Content consumed includes:

- Health

- Travel

- Finance

• 70% iphone ownership

• Represents half of inactive

users

Segment

Insight Engage with this

Segment

Profile

CRM

• Engage them for PR

content

• Activate their STORIES

• Build AUTHORITY

organically

70%

Lower

3.3x ROI

Effectively lowered COST PER

LEAD

ROI increased 3.3 x

S – Simple

U - Unexpected

C - Concrete

C - Credentialed

E - Emotional

Ss – Stories, stories.