Transcript Dove Intense Firming Body Lotion

Dove Firming-Research
–Background & Methodology
–Detailed Findings
–Summary & Conclusions
The overall objective was to assess the effectiveness of the Dove Firming Outdoor advertising campaign
on brand and advertising awareness, Dove attributes and purchase consideration
Background
Station Domination
Subway Poster
Horizontal Poster
Backlit Subway
Wallscape
Superboard
Permanent
METHODOLOGY
–In-person intercept interviews were conducted in three locations in downtown Toronto:
–Union Station (to intercept commuters) – 40% of interviews
–TD Centre (shopping concourse) – 20% of interviews
–Eaton Centre (mall) – 40% of interviews
–251 pre-wave interviews and 250 post media interviews were conducted, in late April 2006
and late May 2006 respectively.
Methodology – Survey Stimulus
 Respondents were shown this de-branded ad to measure
advertising recognition and brand linkage.
Dove Brand Linkage
- Among Consumers Aware of Dove Advertising  Although brand linkage was already high in the pre-wave (74% link with Dove), significant
increases were experienced in the Media wave.
 The campaign was successful in creating a lasting impression with consumers making the
brand memorable.
84%
74%
Pre Wave
n=
139
Base: Aware of Dove ads
Q.10b What brand was being advertised?
(/) Significantly higher/lower than pre wave at the 95% confidence level
Media Wave
215
Dove Variant Linkage – Brand or Product Name
 In addition to increases in Master Brand linkage, the ads
were successful at significantly increasing linkage with Dove
products, specifically Dove Intense Firming Body Lotion.
74%
Dove (Net)
84%
10%
New Dove Intense Firming Body
Lotion
Dove Intense Firming Body Cream
23%
5%
2%
Pre Wave (n=139)
Media Wave (n=215)
Dove Firming Body Wash
Dove (other/unspecified)
1%
1%
39%
44%
Base: Aware of Dove ads
Q.10b What brand was being advertised?
Q.10c Do you recall the specific name of the product that was being advertised? ‘New Dove Intense Firming Body Lotion’ = New (Dove) Firming Lotion, (Dove) Firming Lotion,
(Dove) Intense Firming Body Lotion.
(/) Significantly higher/lower than pre wave at the 95% confidence level
Ad Effect on Dove Purchase Consideration
 Overall, respondents indicated that the ads would likely
increase their consideration of Dove Firming Lotion.
Purchase Consideration
as Result of Ads (5 Pt.
Scale)
Probably/Definitely Buy This
Product
49%
Might or Might Not
35%
Probably/Definitely Would Not Buy
Base: Aware of Dove ads
Q.20b. And how likely are you to buy Dove Firming Lotion for yourself in the future?
17%
Unaided Source of Awareness of Dove Ads –
Outdoor
 Significant increases were measured for most outdoor media.
Base:
Outdoor (Net)
Bus (Subnet)
Bus Shelters
Posters on Buses
Train Station
Subway Stations
Roadside Billboards
Wallscapes
Posters at a mall
Base: Aware of Dove ads
Q.11a Where specifically did you see this advertisement?
Significance tested at 95% confidence level (uppercase letters)
Pre Wave
Media Wave
(139)
%
A
(215)
%
A
B
31
6
4
2
4
5
19
1
2
86
10A
A
7A
2A
12
53
52
11
6
Unaided and Aided Source of Awareness of Dove
Ads
 Awareness of subway and billboard advertising is high.
Base:
Bus or streetcar shelters
Posters on buses or
streetcars
GO Train
Subway station posters,
walls, floors
Billboards on street
Billboards on a building
wall (wallscapes or
murals)
Posters at a mall
None of the above
Base: Aware of Dove ads
Q.11a Where specifically did you see this advertisement?
Q.11a2 Did you see this advertisement on…? [LIST]
Significance tested at 95% confidence level (uppercase letters)
Pre Wave
Media Wave
(139)
%
A
(215)
%
B
8
20
6
14
4
17
6
62
26
B
67
6
35
5
60
15
7
A
A
A
A
A
A
A
Aided Awareness – Formats
 The subway poster was recognized most frequently.
Media Wave
Base:
Station Domination
Backlit Subway
Subway poster
Wallscape
Horizontal poster
Superboard
Permanent
None of these
Base: Aware of Dove ads
Q.11a Where specifically did you see this advertisement?
Significance tested at 95% confidence level (uppercase letters)
(215)
%
A
32
26
51
29
27
30
23
13
Product Category Linkage
 Most consumers during the pre-wave linked the ad with the correct product category
(Body Lotion, Cream, Wash, Firming Lotion) before the campaign started.
Base:
Body
Lotion/Cream/Wash/Firm
ing Lotion (Net)
Body Lotion
Body Cream
Body Wash
Firming Lotion
Bar Soap
Some other product
Don’t Recall
Base: Aware of Dove ads
Q.10a What product category or type of product was being advertised?
Significance tested at 95% confidence level (uppercase letters)
Pre Wave
Media Wave
(139)
%
A
(215)
%
B
66
78
45
4
8
9
6
2
25
55
4
3
15
1
1
20
B
A
Executive Summary
Overall Campaign
The Dove campaign is successful in terms of awareness and
association to the brand. Marked increases occur across
advertising measures.
 Recognition of Dove advertising is relatively high in the pre wave, yet it
increases dramatically post media launch. Additionally, brand linkage to Dove
improves.
 The campaign was also successful in differentiating itself from other Dove
efforts. During the Media wave, most consumers aware of the ads correctly
identified them with the appropriate media (buses, stations, billboards, etc.)
and not with television or print.
 There also greater clarity on the product category advertised: Both
spontaneous and aided recall of Dove Firming Lotion increases significantly.
 Awareness of Dove ads have a positive effect on respondents claimed
purchased intent with 49% of respondents claiming that they will
probably/definitely buy this product in the future.