winning the 2010 word cup, google/metrixlab, uk, jul 2010€¦ · the following results are for uk...

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Winning the 2010 World Cupin the Digital SpaceYouTube Masthead Impact Study on Adidas Branding

Google/MetrixLab

UK, July 2010

Source: Google/MetrixLab, YouTube masthead Impact Study on Adidas Branding, UK , July 2010

Agenda

1 Background, Objectives, and Methodology

2 Findings

3 Summary

2


Background, Objectives, and Methodology


Background and Objectives

The adidas World Cup „Quest‟ campaign ran for the duration of the World Cup in 15 markets across Online, Print, TV and OOH channels.

It was kick started on June 11th, the opening day of the World Cup, with a one day YouTube masthead campaign as well as heavy presence across core social network environments.

The key objectives for the campaign were to „win the World Cup‟ in core digital channels that were heavily consumed by the target audience and to become the most talked about sports brand of the 2010 World Cup.

This research study was conducted in the UK and Spain by MetrixLab to understand the effect of the masthead and how it impacted upon people‟s perception of adidas and its association with the World Cup.

The following results are for UK only.

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Methodology

Step 1

MetrixLab cookies are dropped and updated every time adidas masthead appears on YouTube homepage.

Step 3

When a questionnaire is later completed, the survey software checks for presence of cookies. In analysis, the results are compared for exposed vs. unexposed respondents

Sample Size UK458 Unexposed, 388 Exposed

Step 2

During the campaign, a random sample is drawn from the visitor population of the sites where the campaign is running.

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Findings


The YouTube campaign had strong cut-through

Q: Please indicate in which media you have seen, heard or read advertising for adidas. UK results only

Advertising media recall

Significant increase (95%)

Those exposed to the campaign on YouTube had strong recall of seeing the campaign there –YouTube had good cut through despite a strong multimedia campaign

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Ad recognition(Exposed respondents)

The masthead on YouTube delivered excellent recognition for the adidas campaign, nearly double the MetrixLab benchmark

Recognition is significantly higher than MetrixLab benchmark of 35%

UK results only

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And it significantly increased the association of adidas with the World Cup

Q: When you think of the World Cup which brands come to mind?Top of Mind Association: First mention, Spontaneous Awareness: All mentions, UK results only

Top of mind and spontaneous association


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The masthead also drove positive brand image association

Sort top 2 (Agree, Completely Agree), UK results only

adidas brand image association


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Actual YouTube search volumes demonstrate a huge increase in brand searches at the time of the homepage takeover

YouTube Search Query VolumeKeyword: adidas, Country: UK

Champions League Final

Adidas Masthead Campaign & World Cup Opening Day

Source: Google Internal Data

According to Nielsen analysis, those exposed to the campaign conducted 93% more searches on the World Cup and Adidas on Google and other search engines than those who did not see the campaign

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Buzz around Adidas was at its highest point two days after the YouTube homepage takeover

Weekly number of messages

Source: Nielsen BuzzMetrics

YouTube Homepage Takeover

Period: Jan-Jun 2010

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Summary


Mastheads on YouTube drive awareness, and increase brand association

Brand image association

Advertising awareness – The YouTube campaign had strong cut through

Brand image association – The YouTube masthead drove positive brand image associations

Advertising awareness

Format – The masthead format attracted a lot of attraction. With recognition figures of 63% mastheads are nearly twice as successful as the research company benchmark

Campaign background – adidas kick started their World Cup “Quest” campaign on the World Cup opening day with a one day YouTube masthead campaign .

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winning the 2010 word cup, google/metrixlab, uk, jul 2010€¦ · the following results are for uk...

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