Gawker Knocked Up Campaign AdInsights Campaign Research

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GawkerKnocked Up CampaignAdInsights Campaign
Research
June 2007
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Objectives and Methodology
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AdInsightsSM The Process
The Process
Test/Exposed Segment
Attitudinal Impact
Online Survey
Web Site Audience
Control/Unexposed Segment
4
Stages of Advertising and Brand Development
Number of Individuals
Unaided and Aided Awareness Ad Recall
Message Association
Increasing Complexity and Value
Brand Attitudes Favorability
Intent
Preference
5
Sample of Creative Units
6
Key Findings

• Overall, the campaign was very effective at
  building awareness metrics and persuading
  consumers to be more favorable towards the movie
• Respondents became more top of mind aware that
  Knocked Up comes out June 1, more aware of the
  movie and of recent online advertising, more
  likely to associate the director as the director
  of The 40-Year-Old Virgin and more favorable
  towards the movie
• In addition, exposure to the campaign made
  consumers more likely to agree with every
  attribute about Knocked Up
• Frequency of exposure played an important role in
  the success of the campaign
• 3-4 Exposures were needed to significantly
  increase all of the Brand Metrics and Attributes,
  including Purchase Intent
• Respondents in both the primary and secondary age
  group targets experienced multiple significant
  increases in the metrics and attributes
• Females were most influenced by the campaign, as
  seen through significant increases in every Brand
  Metric and Attribute
• Respondents who see movies at least once a month
  or a few times a year were most influenced by the
  campaign as seen through multiple Brand Metric
  and Attribute increases
• Though they did not experience any significant
  increases, respondents who see movies at least
  once a week had very high baselines
• Defamer drove more significant increases than
  Gawker, though both media properties drove
  multiple Brand Metric and Attribute increases

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Recommendations

• The campaign was very successful at building the
  Knocked Up brand during a short time frame
• Campaigns for brands like movies have a unique
  challenge since the campaigns run for a short
  time, ending when the movie is released in the
  theater. This campaign was successful at
  enhancing knowledge about Knocked Up and
  positively persuading people
• Campaigns that are very successful at increasing
  brand metrics often contain the following
  creative qualities
• Consistent and prominent logo placement in all
  frames of animation
• If a consumer is visiting a site and only glances
  at the creative for a moment, marketers should
  ensure that the marketing opportunity is not
  wasted
• If the logo is too small, people may not be able
  to see if, especially if viewing the site on a
  small computer such as a laptop
• In vertical units, such as a skyscraper, place
  the logo at the top of the ad. If a consumer
  does not scroll down to the bottom of the unit,
  the branding opportunity may still be successful
• Simple and concise messaging that highlights the
  value proposition of the brand
• Messaging that is clever and cryptic and designed
  to entice people to click does not always lead to
  strong brand metric increases

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Overall Campaign Results
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Brand Metrics

• Overall, the campaign was very effective at
  educating and persuading consumers, as seen
  through increases in awareness, association and
  favorability metrics
• Respondents noticed the online advertising and
  were influenced by the messaging, leading to
  increases in awareness that that Knocked Up comes
  out June 1, has the same director as The
  40-Year-Old Virgin and became more favorable
  towards the movie

14.1 pts
6.4 pts
5.8 pts
5.5 pts
19.8 pts
Sample Size c510 e723
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Brand Attributes

• In addition, all of the attributes significantly
  increased after exposure to the campaign,
  including is a movie I really want to see and
  is a movie I would recommend to a friend
• Perceptions about brands are very difficult to
  change and the results show that the campaign was
  clearly persuasive at shaping consumers opinions
  about Knocked Up

5.3 pts
7.2 pts
7.0 pts
5.9 pts
Sample Size c510 e723
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Frequency Analysis
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Exposure Frequency Awareness Metrics

• At least three exposures to the campaign were
  needed to significantly increase the awareness
  metrics
• Respondents were actually less top of mind aware
  that Knocked Up comes out June 1 after only one
  or two exposures to the campaign

- 6.8 pts
22.9 pts
11.9 pts
9.1 pts
26.5 pts
6.0 pts
19.8 pts
Sample Size c510 1-2Exp157 2-3Exp156 5Exp410
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Exposure Frequency Association and Persuasion
Metrics

• Again, at least three exposures to the campaign
  were needed to significantly increase the
  association and persuasion metrics
• Levels were maximized after three or four
  exposures to the campaign

13.3 pts
5.7 pts
9.9 pts
10.2 pts
5.6 pts
Sample Size c510 1-2Exp157 2-3Exp156 5Exp410
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Exposure Frequency Brand Attributes

• As seen with the persuasion metrics, at least
  three exposures to the campaign were needed to
  significantly increase the Brand Attributes,
  however, levels were maximized after three or
  four exposures to the campaign

15.5 pts
10.0 pts
6.4 pts
7.0 pts
13.3 pts
12.9 pts
Sample Size c510 1-2Exp157 2-3Exp156 5Exp410
8.0 pts
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Segment Analysis
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Target Audience

• 61 of exposed respondents were in the primary
  target audience of age 18-34 and 36 of exposed
  respondents were in the secondary target audience
  of age 35-54

Sample Size n723
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Target Audience Brand Metrics

• The secondary target audience was more influenced
  by the campaign
• Both the primary and secondary target audience
  experienced significant increases in the
  awareness metrics, and the secondary audience
  also experienced significant increases in
  Director Association and Brand Favorability
• The baselines for the primary target audience are
  higher, which indicates that the movie appeals
  more to the younger audience

5.4 pts
12.0 pts
18.2 pts
9.4 pts
7.7 pts
17.7 pts
9.7 pts
22.2 pts
Sample Size Primary Target Control299 Primary
Target Exposed437 Secondary Target
Control182 Secondary Target Exposed263
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Target Audience Brand Attributes

• Both the primary audience and the secondary
  audience experienced significant increases in
  multiple Brand Attributes

8.6 pts
8.2 pts
6.4 pts
9.7 pts
6.0 pts
Sample Size Primary Target Control299 Primary
Target Exposed437 Secondary Target
Control182 Secondary Target Exposed263
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Gender

• Two thirds of the exposed sample were female

Sample Size n723
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Gender Brand Metrics

• Overall, the campaign resonated better with
  females, driving increases in every Brand Metric
  including Purchase Consideration
• Since the campaign ran on Defamer and Gawker,
  which are female targeted sites, it makes sense
  that the advertising on those sites resonated
  better with females

22.8 pts
6.7 pts
6.9 pts
14.1 pts
19.5 pts
5.8 pts
9.9 pts
13.5 pts
Sample Size Female Control325 Female
Exposed487 Male Control185 Male Exposed236
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Gender Brand Attributes

• In addition, females experienced a significant
  increase in every Brand Attribute after exposure
  to the campaign
• Baselines were higher for females than males
  prior to exposure to the campaign, which
  indicates that females had a higher affinity with
  the movie prior to exposure to the campaign

6.9 pts
9.8 pts
6.2 pts
7.0 pts
Sample Size Female Control325 Female
Exposed487 Male Control185 Male Exposed236
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Movie Goers

• Half of the exposed respondents reported that
  they see movies in the theater at least once a
  month

Sample Size n723
Segments based on question How often do you go
see movies in the theater?
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Movie Goers Awareness Metrics

• Respondents who see movies at least once a month
  or a few times a year experienced significant
  increases in the awareness metrics
• Baselines are very high for respondents who see
  movies at least once a week indicating that these
  respondents had a higher affinity with the movie
  prior to exposure to the campaign and that
  increases are very difficult to attain for this
  segment

13.1 pts
18.0 pts
23.8 pts
8.5 pts
20.4 pts
6.1 pts
Sample Size At least once a week Control43 At
least once a week Exposed49 At least once a
month Control229 At least once a month
Exposed298 A few Times a year Control238 A few
times a year Exposed376
Segments based on question How often do you go
see movies in the theater?
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Movie Goers Association and Persuasion Metrics

• Respondents who see movies at least once a month
  experienced significant increases in Director
  Association and Brand Favorability, while
  respondents who see movies a few times a year
  experienced significant increases in the Director
  Association and Purchase Consideration
• 75 of respondents who see movies at least once a
  week are favorable towards the movie and are
  likely to see the movie

7.6 pts
7.2 pts
7.2 pts
10.9 pts
Sample Size At least once a week Control43 At
least once a week Exposed49 At least once a
month Control229 At least once a month
Exposed298 A few Times a year Control238 A few
times a year Exposed376
Segments based on question How often do you go
see movies in the theater?
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Movie Goers Awareness Metrics

• As in the previous slides, respondents who see
  movies at least once a month or a few times a
  year experienced significant increases in
  multiple Brand Attributes

7.4 pts
9.3 pts
8.7 pts
12.5 pts
9.1 pts
Sample Size At least once a week Control43 At
least once a week Exposed49 At least once a
month Control229 At least once a month
Exposed298 A few Times a year Control238 A few
times a year Exposed376
Segments based on question How often do you go
see movies in the theater?
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Matched Director

• 84 of the exposed respondents correctly
  identified that Knocked Up was directed by the
  same person who directed The 40-Year-Old Virgin

Sample Size n723
Segments based on question Which of the
following movies, if any, was directed by the
same person who directed The 40-Year-Old Virgin?
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Matched Director Awareness Metrics

• Respondents who correctly matched the director
  became more top of mind aware that Knocked Up
  comes out June 1 while respondents who did not
  correctly match the director became significantly
  more aware of the movie
• Both respondents who were and were not able to
  correctly match the director became more aware of
  recent online advertising

13.5 pts
12.4 pts
16.0 pts
17.7 pts
Sample Size Matched Director Control400 Matched
Director Exposed609 Didnt Match Director
Control110 Didnt Match Director Exposed114
Segments based on question Which of the
following movies, if any, was directed by the
same person who directed The 40-Year-Old Virgin?
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Matched Director Persuasion Metrics

• Though there were no significant increases in the
  persuasion metrics, we can see that respondents
  who correctly matched the director have much
  higher baselines
• The association of the director of Knocked Up as
  the same director as The 40-Year-Old-Virgin was
  influential in persuading respondents to be
  favorable towards the movie and to want to see
  the movie

Sample Size Matched Director Control400 Matched
Director Exposed609 Didnt Match Director
Control110 Didnt Match Director Exposed114
Segments based on question Which of the
following movies, if any, was directed by the
same person who directed The 40-Year-Old Virgin?
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Media Analysis
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Media Analysis Brand Metrics

• Both media properties contributed to the success
  of the campaign
• Defamer outperformed Gawker, driving additional
  increases in Purchase Intent and a Brand Attribute

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Creative Analysis
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Creative Size

• Due to sample size limitations, the analysis
  could not isolate the effect of one exposure to
  the campaign, so the results show all creative
  sizes to be effective
• There is overlap between the various creative
  groups

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Creative Placement

• All of the creative placements except Run of
  Network were effective at increasing all of the
  Brand Metrics and Attributes
• However, since the analysis could not isolate the
  effect of one exposure to the campaign, the
  groups are likely to be cross contaminated

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Appendix
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Definition of Brand Metrics and Attributes

• Unaided Brand Awareness When thinking of movies
  opening the weekend of June 1st, what movie comes
  to mind FIRST?
• Aided Brand Awareness Have you heard of the
  following movies?
• Online Advertising Awareness Have you seen any
  ONLINE ADVERTISING for the following movies
  within the past 30 days?
• Director Association Which of the following
  movies, if any, was directed by the same person
  who directed The 40-Year-Old Virgin?
• Brand Favorability What is your overall opinion
  of each of the following movies?
• Purchase Intent How likely are you to go see the
  following movies in the theater?
• Brand Attributes Please indicate how strongly
  you agree or disagree with each about the movie
  Knocked Up.
• Is a movie I really want to see
• Looks funny
• Is a movie I would recommend to a friend
• Has a great cast

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About InsightExpress
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Attribution/ For QuestionsYour InsightExpress
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Carranza ncarranza_at_insightexpress.com (415)
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