Online Explodes!

Demonstrating the multiplier effect of online in conjunction with other media

Background

Campaign Background

In March 2010, Colgate launched WISP, a new product designed to expand usage occasions in the oral care category. WISP is a small, portable, single-use toothbrush to clean teeth and freshen breath for on-the-go occasions. The launch campaign was supported by TV, magazine, Online, and Outdoor activity

Media Buying Target: People age 18-39

TVC:

Online Creative Utilised Online Video, Demographic Targeting, and Contextually Time-Targeted Messaging

TVC

On a Date

Online Creative Utilised Online Video, Demographic Targeting, and Contextually Time-Targeted Messaging

On a Date

Online Creative Utilised Online Video, Demographic Targeting, and Contextually Time-Targeted Messaging

Out with Friends

Online Creative Utilised Online Video, Demographic Targeting, and Contextually Time-Targeted Messaging

Out with Friends

Online Creative Utilised Online Video, Demographic Targeting, and Contextually Time-Targeted Messaging

Professional/Career

Online Creative Utilised Online Video, Demographic Targeting, and Contextually Time-Targeted Messaging

Professional/Career

WISP Media Laydown and Research Timings

TV, Online, and Outdoor kicked off the campaign in March, with Magazine starting in April

2010
F M A M J J A S O N D

Media launch Research

PreControl In-Market Interviewing

Research sample : Panel = 18-39 National Representation Panel & Web Web Intercept = Australian visitors to campaign sites Intercept

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Research Objectives

Research Goals

To understand: The contribution of each medium to the impact on key brand metrics How each media combination impacts key brand messaging CrossMedia Research, an in-market advertising effectiveness measurement tool, to determine exposure effects at shifting attitudinal metrics and develop media insights for future strategy Sample = Media Buying Target: People age 18-39

How?

Who?

Total recruitment sample size of n=5,525

When?

Sampling occurred between Feb 15th July 30th 2010

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The Methodology: Pre and In-Market Campaign Sampling

12

The Cross-Media Cell-Based Approach

Using the final media delivery, respondents are assigned to discreet media cells based on media consumption patterns in both pre and during samples*
Detailed media consumption questions and online cookie exposure determine likelihood of Opportunity To See the campaign across each media

MATCHED CELL DESIGN BASED ON MEDIA CONSUMPTION

Pre Stage Baseline cells During/Post Stage Exposed / OTS cells

TV only

TV only

TV + Online

TV + Online

These cells are different groups of people

TV + Magazine TV + Online + Magazine

TV + Magazine TV + Online + Magazine

* Final cells derived will be dependent on achieved reach and duplication across media

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The Cross-Media Cell-Based Approach

Results are then analysed by the difference (delta) in brand metrics between pre and post cells within each media / media combination
MATCHED CELL DESIGN BASED ON MEDIA CONSUMPTION
Pre Stage Baseline cells During/Post Stage Exposed cells

*Example data*
Purchase Consideration
+4

TV only

TV only

31%
Baseline

35%
Exposed

TV + Online

TV + Online

The deltas are then compared between media combinations

TV + Magazine TV + Online + Magazine

TV + Magazine TV + Online + Magazine

39%
Baseline

+9
48%
Exposed

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Estimated Reach and Duplication Amongst 18-39s

Total Reach: 93%

Magazine only : 9% TV + Magazine : 38%

TV only: 24%

Online and Magazine add approximately 13% incremental reach above TV

Magazine + Online: 3%

TV + Magazine + Online: 11%

TV + Online: 7%

Online only: 1%

Outdoor reach and duplication not available Source: mec and Dynamic Logic Panel data based on random duplication

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Total Impact

What is the impact of exposure to any element of the campaign?

Launch activity has created strong awareness and generated interest in the product
Total Impact (exposure to any medium): Product Metrics
or or or

Percent Impacted Delta ()

(% Exposed minus % Control)
Denotes significant increase at .90CL

40 30 21.3 20 10 19.5 11.0 10.4

24.5

0
Aided Brand Awareness Campaign Ad Awareness Message Association Brand Favourability Purchase Intent

Control = 1498
OTS = 1239

Control = 1498
OTS = 1239

Control = 1498
OTS = 1239 Just brushed clean. Anytime, Anywhere

Control = 1498
OTS = 1239

Control = 1498
OTS = 1239

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Key brand associations communicated by the activity

Total Impact (exposure to any medium): Product Associations
or or or

Percent Impacted Delta ()

(% Exposed minus % Control)

Denotes significant increase at .90CL

40 30 20 10 0
Key Attribute 1
Colgate WISP...

16.6

17.2

16.4 10.4 7.7

Key Attribute 2

Key Attribute 3

Key Attribute 4

Key Attribute 5

Control = 1498
OTS = 1239

Control = 1498
OTS = 1239

Control = 1498
OTS = 1239

Control = 1498
OTS = 1239

Control = 1498
OTS = 1239

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CrossMedia Results By Cell

What is the impact of exposure to different media combinations within the campaign?

TV Only and [TV + Online] placements targeted older (30-39s) [TV + Mag] and [TV + Mag + Online] hitting younger female audience
TV+ Print + Online
% (D)

TV Only
% (A)

TV+ Online
% (B)

TV+ Print
% (C)

Age
18-24 25-29 30-34 35-39 28 B 18 26 29 CD 18 26 A 26 30 CD 41 AB 22 19 19 32 B 28 A 23 17

Gender
Male Female 56 CD 44 60 CD 40 34 D 66 AB 17 83 ABC

Location
Metro Regional 67 33 D 70 30 D 69 31 D 79 ABC 21

Annotations A/B/C/D indicate statistically significant differences between groups at a 90% confidence level

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TV able to generate product Awareness in its own right, however significant improvement in lifts with addition of touchpoints
Exposure to TV, Magazine, and Online activity results in increases significantly higher than any other media combination A result of media multiplier effect (NB: not a reflection of reach)

Aided Brand Awareness

Q: Have you heard of the following brands of toothbrushes?

100% Percent Impacted Delta ()
(% Exposed minus % Control)

Exposure to Online and TV raises Awareness at significantly higher level than TV alone (denoted by A) TV exposure delivers an Awareness increase of 19%

100% 80%
80% 60%

60 50

50.9

ABC

60% 40 40%

+24.2

30 40% 20% 20
20% 0% 10 100%

+19.4

+27.6 A

27.6

+50.9 ABC

Exposure to all three media delivers 51% increase in Awareness a significantly stronger movement vs any other media combination (denoted by A/B/C)

+24.2 24.2

+19.4

19.4

+50.9 ABC

+27.6 A

0% 0 100% 0%
0%

TV-Only (A) TV-Only Baseline=16% (A)

TV+Online (B) TV+Online Baseline=10% (B)

TV+Print (C) TV+Print Baseline=29% (C)

TV+Print+Online (D) TV+Print+Online Baseline=8% (D)

B=688, B=238, B=768, B=217, Baseline=16% Baseline=10% Baseline=29% Baseline=8% OTS=448 OTS=400 OTS=143 OTS=128 B=688,Denotes significant B=238, B=768, B=217, increase at .90CL OTS=448 OTS=400 OTS=128 A/B/C/D Denotes significant differences betweenOTS=143 media combinations at .90CL

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Across multiple CrossMedia Studies, Online advertising was strongly associated with both advertising and brand awareness

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When Online added to Print + TV the impact is significant in building Ad Memories

Q: People may see, hear or read about toothbrushes in many different places. Have you seen, heard or read anything about the following brand(s) of toothbrushes anywhere recently?
100% Percent Impacted Delta ()
(% Exposed minus % Control)

Total Ad Awareness

100% 80%
80% 60%

60 50

45.8
+24.2

ABC

60% 40 40%

+50.9 ABC

30 40% 20% 20
20% 0% 10 100%

+19.4

+27.6 A

26.6 A +24.2
+50.9 ABC

+19.4

17.9

20.8

+27.6 A

0% 0 100% 0%
0%

TV-Only (A) TV-Only Baseline=16% (A)

TV+Online (B) TV+Online Baseline=10% (B)

TV+Print (C) TV+Print Baseline=29% (C)

TV+Print+Online (D) TV+Print+Online Baseline=8% (D)

B=217, Baseline=8% OTS=128 B=217, OTS=128

B=688, B=238, B=768, Baseline=16% Baseline=10% Baseline=29% OTS=448 OTS=400 OTS=143 B=688, B=238, B=768, Denotes significant increase at .90CL OTS=448 OTS=400 OTS=143

A/B/C/D Denotes significant differences between media combinations at .90CL

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Intent to purchase shows significantly stronger increases with exposure to all three media compared to other combinations
Encouraging interest requires reinforcement across multiple touchpoints, with Online playing a role in this Purchase Intent
Q: If you were looking to purchase a toothbrush, how likely would you be to purchase the following brand(s)?
100% Percent Impacted Delta ()
(% Exposed minus % Control)

100% 80%
80% 60%

60 50

60% 40 40%

+24.2

30 40%
20%

+19.4

+27.6 A

+24.2

+50.9 ABC 29.1ABC

+50.9 ABC

20
20% 0% 10 100%

+19.4

+27.6 A

15.4
TV+Print (C) TV+Print Baseline=29% (C) TV+Print+Online (D) TV+Print+Online Baseline=8% (D)

8.5
TV-Only (A) TV-Only Baseline=16% (A)

8.5
TV+Online (B) TV+Online Baseline=10% (B)

0% 0 100% 0%
0%

B=688, B=238, B=768, B=217, Baseline=16% Baseline=10% Baseline=29% Baseline=8% OTS=448 OTS=400 OTS=143 OTS=128 B=688, B=238, B=768, B=217, Denotes significant increase at .90CL OTS=448 OTS=400 OTS=143 OTS=128 A/B/C/D Denotes significant differences between media combinations at .90CL

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Addition of Online exposure to TV and Print magnifies brand associations

WISP Associations
Q: Please indicate how strongly you agree or disagree with the following statements about Colgate WISP

TV-Only
Percent Impacted Delta ()
(% Exposed minus % Control)

TV+Online
Delta () +/B

TV+Print
Delta () +/C +25.4

TV+Print+Online
Delta () +/D
ABC

Delta () +/A

Key Attribute 1

+14.7

+18.4

+43.0

Key Attribute 2

+14.5

+17.8

+23.5

ABC

+43.4

Key Attribute 3

+14.4

+16.2

AB

+26.2

ABC

+41.9

Key Attribute 4

+9.8

+7.5

AB

+18.0

ABC

+28.8

Key Attribute 5
Sample Sizes: Baseline= 688

+7.3

+5.9

+13.6

ABC

+25.2

OTS= 448

Baseline= 238

OTS= 400

Baseline= 768

OTS= 143

Baseline= 217

OTS= 128

Denotes significant increase at .90CL A/B/C/D Denotes significant differences between media combinations at .90CL

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Incremental impact of TV on building Aided Awareness starts declining at a frequency of 7 Online shows continued incremental improvement beyond 10 exposures
Aided Brand Awareness
Q: Have you heard of the following brands of toothbrushes?

Higher inflection points a

Incremental Gain in Aided Awareness by Frequency

4.50

= Point of diminishing returns

3.76 3.55 3.29 3.01 2.72 2.14 2.27 2.39 7x 3.92 3.99 3.99 3.91 3.76

Incremental Lift in Aided Brand Awareness

4.00 3.50 3.00 2.50 2.00 1.50 1.00 0.50 0.00

1.36 1.51 1.88

TV

function of launch status of the product More established brands generally show diminishing returns at lower frequency levels

10x

2.50

2.71 2.72 2.60 2.67 2.56

Mags

2.01

1.67

1.83

1.99

2.15

2.31

2.45

2.66 Online

13x

0 0

9 10

(Baseline)

Frequency of Probable Exposure

* NB: Purchase Intent shows no signs of diminishing returns across media

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Our learnings across other studies (not necessarily launch campaigns) reveal TV diminishing returns need to be managed TV likelihood curves for same brand but different copy and campaigns over time
Generally we find a good ad works from the first real exposure and each subsequent exposure delivers an additional but diminishing return. Additional TV frequency over time in a campaign, being cheap, can continue deliver cost efficient brand effects before exhaustion However, we often see that TV is over invested in the short term. Not only does this work against keeping up S.O.V. in the longer term but it can deny the chance to use other media better.

Frequency of probable exposure UK CrossMedia Results

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Multi Media can increase campaign response, and reduce wastage at higher frequencies

A multi media campaign can efficiently manage diminishing returns in individual media and keep the campaign as a whole delivering for longer

However, all media have diminishing returns in terms of the reach and effectiveness gains per additional dollar spent and the trick is judiciously adding fresh content or other media before this point
CrossMedia Research TM Case Study European Food and Drinks Brand

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Key Findings
Clearly, a role for Online in the mix
For Colgate Wisp, whilst the TV campaign was effective, the best results were achieved with exposure to all three media
Increases seen amongst those exposed to all three media are 2-3 times those seen with exposure to TV alone

TV and Online worked well together to grow Wisp Brand Awareness better than TV alone , consistent with other CrossMedia studies Online and Magazine add incremental reach to TV
Online and Magazine generated additional 13% reach to TV

Although not seen in the Wisp launch campaign, analysis across multiple CrossMedia studies reveals that TV wastage is not uncommon Considerations to the mix and laydown of other media to take advantage of multiplier benefits

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Client Point of View: Caroline Skelley, Media Director

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Online Explodes!
Demonstrating the multiplier effect of online in conjunction with other media