evaluating the effectiveness for public awareness programs ... · evaluating the effectiveness for...
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Evaluating the Effectiveness
for Public Awareness
Programs
Maria Rodriguez Java
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Maria Rodriguez Java
• 15 years in digital media
• News presenter and producer
• Revamped digital services such as the news operation for abs-cbnnews.com, Mindshare Philippines, Airphil Express and Ambient Digital
• Led to market leadership: Effective Measure, Mobius Games, G-Cash
• Currently Managing Partner for Digital Media company Francis & Lamb representing various digital media solutions
• Concurrently serving as Head of Technology for Globe’s arm Adspark
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Reaching the
Millennial
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PERSPECTIVE
IS
EVERYTHING
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58% 42%
Have you ever interacted with a brand / product or
service online ( comment on their website, FB, twitter
pages, etc)?
Yes No
Yes
42% No
58%
Gen X and
Boomers
Yes
No
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42.19%
40.63%
10.94%
6.25%
23.85%
53.85%
14.62%
7.69%
Extremely important, I expect toan answer within the day.
It's important that theyacknowledge the comment and I'd
be happy to hear from them.
It would be nice to hear from thembut I don't expect it.
As long as I say my piece, I don'tcare if they respond.
If Yes, How important is it to you that the brand respond or interact with you on your
concern?
Female Male
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Control
Exposed
Consumer gets served an
ad with EM tag.
They leave the site and land on
another EM tagged site.
Survey is launched.
They leave the site and land on
another EM tagged site.
Survey is launched. Consumer does not get
served the ad.
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Campaign Specifics
Date Range 06/07/2015 – 09/09/2015
Campaign Target Male, 18+ years old
Location Australia
Impressions Purchased 5,000,000
Campaign Performance
Total Impressions 4,865,111
Exposed UBs 4,004,469
On Target UBs 77%
Frequency 1.21
77%
On Target
Unique Browsers (UB)
83%
On Target
Unique Views (UV)
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Addressable Target
Market UBs
1,933
Potential Reach of
Campaign
(Exposed UBs)
4,004,469
16%
Exposed Profiles
(Secondary Markets)
Exposed Matched
Profiles (Likely to buy)
24,218,319 2,519
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79%
21%
49% 51%
Male Female
Gender
Campaign Australia
18% 19%
18% 18%
26%
15%
20%
18% 18%
30%
15-24 25-34 35-44 45-54 55+
Age
Campaign Australia
The campaign successfully
targeted the elusive 18-24
male market. Less than 2%
impressions were served to
under 18s.
Compared to the
national average,
the campaign over-
indexed male
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9%
WA
1% NT
12%
QLD
28%
NSW
4%
TAS
9%
SA
Family Structure
Gross Annual Household Income
(USD)
Just me
2 people
3 people
4 people
12%
31%
18%
23%
0-9,999
10k-29,999
30k-49,999
50k-79,999
6%
9%
9%
12%
80k-124,999
125k-199,999
200k+
Prefer not
to say
14%
14%
9%
29%
5 people
6 people
8 or more
10%
4%
1%
33%
VIC
3%
ACT
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Site On Target Frequency Impressions
youtube.com 91% 3 805,374
skynews.com.au 51% 1 356,717
foxsports.com.au 81% 2 216,458
m.foxsports.com.au 84% 1 183,417
http.tidaltv.com 76% 2 94,319
s.ytimg.com 93% 3 67,116
attachment.fbsbx.com 82% 1 43,865
media.foxsports.com.au 82% 2 42,755
swellnet.com 79% 2 38,756
smh.com.au 67% 1 32,576
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2. Do you recall recently reading or seeing an AD for PDIC in the last 4 weeks? (Yes or No) 3. How would you rate your overall impression of PDIC?
4. To what extent do you agree/disagree with each of the following statement about PDIC? ( TEST YOUR CORE IDEA)
5. Have you used / visited any of the following PDIC resources to find our more about us in the last 2 months? Please choose all that apply
1. I’d like you to think of all consumer protection agencies that you know of. Tell me which ones come to mind? (Open Ended)
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Brand Recall
Exposed Non-Exposed
33%
Overall
Impression 37% + 4% -
Statement (Avg) 63% + 7% -
Resources Used :Website 46%
:Social
Media 26%
23% :News
Sites
44%
37% + 9% -
48% + -
:Website 34%
:Bank
branches :Social
Media
28%
25%
Ad or Article-Recall for Non-
Exposed/Exposed groups
Total Positive/Negative
Responses to Overall
Impression of the brand.
Average of the
Positive/Negative Responses
to statements on PDIC
Top three PDIC resources
used or visited to find out
more in the last 2 months.
14%
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• Overall PH exposed Group had a higher Brand Recall (44%)
compared to Non-Exposed (33%) but had the same Overall
impression between the two groups with 37%.
• From the media plan, it is noted that digital was a key focus
for this market, where audiences feel they could related to
PDIC better.
• For high net individuals, the key is to grab their attention on
the go which other forms of media buy complements i.e
mobile, peer references.
• Audiences in Manila are more likely to utilise online resources
to find out more about PDIC (i.e. website, social media, news)
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Don't care about
customizing as long as it's
cheap. 10%
I want quality
product, not customization
. 49%
I would prefer
services that can be
customized to me. 23%
Everything I buy should ideally be
customized to me. 18%
How important is it to you to be able to personalize or customize a product?
Millennial Individuality
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9%
61%
20%
10%
Gen X & Boomers
Don't care about customizing as long as it's cheap.
I want quality product, not customization.
I would prefer services that can be customized to me.
Everything I buy should ideally be customized to me.
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14.85%
22.77%
32.67%
12.87%
16.83%
4.78%
22.17%
31.30%
15.22%
26.52%
DON'T BOTHER WITH CAUSES, GIVE ME A
GOOD PRODUCT
NICE TO KNOW IF THEY HAVE A CAUSE,
BUT I BUY MY PRODUCTS FOR THE
PRODUCTS
I WOULD CONSIDER BUYING PRODUCTS
WITH A CAUSE, DEPENDS IF I LIKE THE
CAUSE.
I WOULD STRONGLY PREFER BUYING
PRODUCTS WITH A CAUSE.
I WOULD DEFINITELY PREFER A PRODUCT THAT SUPPORTS A
CAUSE.
What is the likelihood that you would buy a product because it supports a charity or cause?
Male Female
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75.49% 76.09%
24.51% 23.91%
MALE FEMALE
Do you ask friends for their opinion on a product
before you buy it?
Yes No
66%
34%
Gen X & Boomers
Yes
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• Client CRM,
• 40% inactive users
• 15% Fashionable
females according
to EM data
Fashionable Females
• Females
• Age 24-40
• Decision makers
• Career focused
• Fashionable
• Content consumed includes:
- Health
- Travel
- Finance
• 70% iphone ownership
• Represents half of inactive
users
Segment
Insight Engage with this
Segment
Profile
CRM
• Engage them for PR
content
• Activate their STORIES
• Build AUTHORITY
organically
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70%
Lower
3.3x ROI
Effectively lowered COST PER
LEAD
ROI increased 3.3 x
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S – Simple
U - Unexpected
C - Concrete
C - Credentialed
E - Emotional
Ss – Stories, stories.
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