you tube case study –italymay2010

YouTube Confidential and Proprietary

A YouTube Case Study – ItalyMay 2010


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,

33

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 individual media reach


YouTube was the cheapest media in terms of reaching 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


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 TVcampaign.

Incremental net reach of YouTube


17% reach

Age

Demographic profile of YouTube reach

YouTube was particularly successful at delivering* against the core target audience of under 25s


Online onlyReach

14%

YouTube onlyReach

10%

7% Overlap

contactsOnline 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


99

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


1111

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


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


Key Brand Metrics

Cost Efficiency of TV & YouTube

YouTube is significantly more cost efficient than TV at delivering a branded effect.

Cost EfficiencyYouTube and TV in combination are significantly more cost efficient than TV alone.


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


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)


Impact of Contact frequency

Impact of frequency of TV & YouTube

Initial 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


TV

YouTube


Initial exposures on YouTube are significantly more potent than on TV.

Top of Mind Brand awareness Gillette


TV

YouTube


Initial exposures on YouTube are significantly more potent than on TV.

Shares my interests


2121

Campaign Reach

Summary

YouTube delivers 6% incremental net reach over TV

YouTube was highly effective in delivering against brand KPIs

YouTube is between 6 and 12 times more cost efficient than TV – depending on brand KPI

And used together deliver up to 2 times the cost efficiency of TV

YouTube delivers effect at a lower frequency than TV

Summary

Cristina Guisasola; Media and interactive Manager – Proctor and Gamble; Italy Understanding what combination of Online and Offline media is optimal for driving consideration and loyalty of our brands is of key importance for the business. This research indicates the need for us to diversify our media allocation and invest more into digital where we now know we can drive a richer level of engagement with our core audiences at a lower cost than we can with traditional media.

We always strive to fully incorporate digital channels into the mix. The internet is now a true mass market phenomena and able to effectively deliver targeted reach. What this research now shows us is how exactly digital media can be highly effective combined with traditional media. Thanks to the data we now have we are now even more confident in recommending increased digital investments and a more balanced mix with traditional media.

Roberto Carnazza; Director– Starcom Mediavest; Italy

Testimonials


2424

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 the

Gillette masthead or ROS

advertising appears on

YouTube.

Understanding YouTube exposure

Methodology – Step 1


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 Starcom

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).



MetrixLab uses a control-exposed methodology to measure the branding effect of advertising campaigns.

Exposure to different media groups are simultaneously sampled and their response compared. Because

both groups are a random sample from the same population, the groups are statistically comparable across

key demographic indicators.

EXPOSED

UNEXPOSED

Survey:

• Branding Effects

• Communication Effects

• Background characteristics



you tube case study –italymay2010

Documents

youtube ads

tv campaign

brand kpis youtube

cost efficiency youtube

tv youtube impact of

interests youtube confidential

tv youtube initial exposures

tv cost