Background

1
(No Transcript)
2
(No Transcript)
3
(No Transcript)
4
(No Transcript)
5
(No Transcript)
6
(No Transcript)
7
(No Transcript)
8
Dove Firming-Research

• Background Methodology
• Detailed Findings
• Summary Conclusions

9
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
10
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.

11
Methodology Survey Stimulus

• Respondents were shown this de-branded ad to
  measure advertising recognition and brand linkage.

12
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.

n 139 215
Base Aware of Dove ads Q.10b What brand was
being advertised? (?/?) Significantly
higher/lower than pre wave at the 95 confidence
level
13
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.

Dove (Net)
New Dove Intense Firming Body Lotion
Dove Intense Firming Body Cream
Dove Firming Body Wash
Dove (other/unspecified)
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
14
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
Might or Might Not
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?
15
Unaided Source of Awareness of Dove Ads Outdoor

• Significant increases were measured for most
  outdoor media.

Pre Wave Pre Wave Pre Wave Media Wave Media Wave Media Wave

Base (139) (215)

A B

Outdoor (Net) 31 86
Bus (Subnet) 6 10
Bus Shelters 4 7
Posters on Buses 2 2
Train Station 4 12
Subway Stations 5 53
Roadside Billboards 19 52
Wallscapes 1 11
Posters at a mall 2 6
A
A
A
A
A
Base Aware of Dove ads Q.11a Where specifically
did you see this advertisement? Significance
tested at 95 confidence level (uppercase letters)
16
Unaided and Aided Source of Awareness of Dove Ads

• Awareness of subway and billboard advertising is
  high.

Pre Wave Pre Wave Pre Wave Media Wave Media Wave Media Wave

Base (139) (215)

A B

Bus or streetcar shelters 8 20
Posters on buses or streetcars 6 14
GO Train 4 17
Subway station posters, walls, floors 6 62
Billboards on street 26 67
Billboards on a building wall (wallscapes or murals) 6 35
Posters at a mall 5 15
None of the above 60 7

A
A
A
A
A
A
A
B
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)
17
Aided Awareness Formats

• The subway poster was recognized most frequently.

Media Wave Media Wave Media Wave

Base (215)

A

Station Domination 32
Backlit Subway 26
Subway poster 51
Wallscape 29
Horizontal poster 27
Superboard 30
Permanent 23
None of these 13


Base Aware of Dove ads Q.11a Where specifically
did you see this advertisement? Significance
tested at 95 confidence level (uppercase letters)
18
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.

Pre Wave Pre Wave Pre Wave Media Wave Media Wave Media Wave

Base (139) (215)

A B

Body Lotion/Cream/Wash/Firming Lotion (Net) 66 78
Body Lotion 45 55
Body Cream 4 4
Body Wash 8 3
Firming Lotion 9 15
Bar Soap 6 1
Some other product 2 1
Dont Recall 25 20
A
B
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)
19
Executive SummaryOverall 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.

20
(No Transcript)