brand lift study · awareness for ferrero brands, especially ferrero rocher and nutella. further,...

BRAND LIFT STUDYFERRERO 2019 RAMADAN CAMPAIGN

ON MBC TV STATIONS

Copyright 2019 Arabian Media Services

CROSS FUNNEL

METRICS MEASURED

METRICS

NON-EXPOSED

(Control)

SAME

QUESTIONNAIRE

SERVED TO BOTH

GROUPS

EXPOSED HAD AN ADDITIONAL

QUESTION ‘CREATIVE LIKEABILITY’

EXPOSED

METHODOLOGY

BOTH GROUPS HAVE THE SAME

DEMOGRAPHIC PROFILE

AMS TV BRAND LIFT STUDY

The success of a TV

campaign is often judged

by GRPs.

AMS BRAND LIFT STUDY

helps the brand look

beyond GRP as a key

performance indicator

for brand led campaigns.

BACKGROUND

AD AWARENESS

PURCHASE INTENT


CAMPAIGN IMPACT ON BRAND FUNNEL



Figures are % of respondents

The Ramadan campaign on MBC TV channels have raised the overall ad awareness for Ferrero brands,especially Ferrero Rocher and Nutella.

AW

AR

EN

ESS


54%

77%

Overall Awareness

Non-Exposed Exposed

OV

ER

ALL

CA

MPA

IGN

▲+44%

28%

39%

% Intending to Subscribe

▲+40%

FER

RER

O R

OC

HER

Target Group: • Females

• 25-45y

Sample Size: • Exposed: 97

• Non-exposed: 114

Breakdown by Creative

37%46%


▲+26%

NU

TELL

A

28%32%


+14%

KIN

DER


Figures are % of respondents

Further, the campaign has also increased the intention to purchase Ferrero brands. This impact is mainly seenon Ferrero Rocher and Nutella. Kinder is slow to pick up, with lower pull in the market.

PU

RC

HA

SE IN

TEN

T


25%

34%

% Intending to purchase

Non-Exposed Exposed

OV

ER

ALL

CA

MPA

IGN

▲+34%

26%

36%


▲+38%

FER

RER

O R

OC

HER

Target Group: • Females

• 25-45y

Sample Size: • Exposed: 97

• Non-exposed: 114

Breakdown by Creative

22%31%


▲+41%

NU

TELL

A

10%14%


+45%

KIN

DER


SUMMARY

The Ramadan campaign on MBC TV channels have raised the overall adawareness for Ferrero brands, especially Ferrero Rocher and Nutella.

Further, the campaign has also increased the intention to purchase Ferrerobrands. This impact is mainly seen on Ferrero Rocher and Nutella. Kinder isslow to pick up, with lower pull in the market.

There is a need to further boost consumer pull for Kinder and that can bedone through frequent media bursts, in order to continuously feature in theconsumer’s memory.

RECOMMENDATION

Continue spreading Brand Awareness with further advertising on TV,in order to continuously feature in the consumer’s memory.

Plan multiple bursts throughout the year, distributing the focusacross the three brands.

THANK YOU


brand lift study · awareness for ferrero brands, especially ferrero rocher and nutella. further,...

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