zovirax case study italy case studies
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8/13/2019 Zovirax Case Study Italy Case Studies
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Zovirax Case StudyMilan, Italy May 2012
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Overall summary
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A Multimedia campaign was launched by GSK in Nov-Dec2011 to sustain the brand awareness and intention to use
of the Zovirax LFE product (against lips herpes). The 3
focus targets were: 18-54, 25-45 and women 18-34
The campaign reached 66% of the 25-45 population. 43%of the Youtube reach for the focus target was incremental.
On the focus target 25-45 both campaign creativity andcross media worked to achieve the marketing objectives:
brand awareness, brand image and intention to use
increased after the campaign (+ 9 points intention to buy on
TV&YT vs not exposed)
On the focus target 25-45 the campaign was muchmore effective in being recalled and recognized, when itwas delivered both on YT and TV (campaign recallTV&YT was higher by 34 points vs not exposed and 13points vs exposed Only TV)
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Agenda
1. Campaign details and media scheduling2. Campaign delivery - R&F analysis3. Brand response - brand awareness and brand image4. Advanced campaign delivery Cost efficiency analysis5. Addendum: research structure
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Campaign Details
Media Plan
YouTube
28thNov 27thDec. 2011
TV4th 18thDec. 2011
Target 18-54 25-45 Women 18-34Campaign scheduling 28thNov 18thDec 2011Campaign spend TV: NA On line: NA (Youtube: NA) Others: NA
Brand
Campaign ObjectivesSustain brand awareness and brand image for
Zovirax Labiale Flacone Erogatore (ZoviraxLFE)
27 Nov. 4 Dec. 11 Dec.
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Agenda
1. Campaign details and media scheduling2. Campaign delivery - R&F analysis3. Brand response - brand awareness and brand image4. Advanced campaign delivery Cost efficiency analysis5. Addendum: research structure
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Overall Campaign Delivery Summary
Population:52.172.000
Campaign delivery: combined YT & TV
Audience: 34.972.000
Audience Reach: 67,0%Average exposure: 4,3
GRP: 289,5
Period: 28thNov- 18thDec 2011
Target14+
Source:NielsenDec2011
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A. Zovirax Campaign Summary
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Total Audience of the AD: 12.345 K
Reach: 66%Total frequency AD: 4,3
- Tot AD Reach : 1.654 K
-AD avgfrequency: 5,7
3,8% 5,0% 57,2%
25-4518.691 K
- Tot AD Reach : 11.627 K
-AD avgfrequency: 3,8
Unique YT= 718 K
936 K saw both the AD
Total Reach = 66%
Period: 28thNov. 18hDec. 2011
Campaign reach was 66% on the 25-45 target. 4% of the total reach was obtained thanks to YT.
Source:NielsenDec2011
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YouTube Reach Analysis
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- Tot AD Reach : 1.654 K = 100%
-AD avgfrequency: 5,7
43,4% 56,6%UniqueYouTube = 718 K
936 K saw both the AD
43% of YouTube reach on the focus target was incremental.
25-45
Source:NielsenDec2011
Period: 28thNov. 18hDec. 2011
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Agenda
1. Campaign details and media scheduling2. Campaign delivery - R&F analysis3. Campaign recall and impact on Brand KPIs4. Advanced campaign delivery Cost efficiency analysis5. Addendum: research structure
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Campaign recall and recognition
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28%
49%
43%
62%
Campaign recall
50%
66% 69%
75%
Campaign Recognition
+25 %+34%
25-45
Q10. Over the past 30 days, do you recall watching, listening to or reading any form of advertising for Zovirax LFE?Sample size: Those who said they know Zovirax LFE
Q12. Please watch the following ad and reply to the questions. Do you recall ever watching this or a similar advertisement for Zoviraz LFE?Sample size: Not reached (450) Reached by total camapign(1.176), Reached exclusively by TV (361), Reached exlusively by YT(480), Reached by both TV and YT (335)* Only for a qualitative use.
Source:NielsenDec2011
The campaign was much more effective in being recalled and recognized, when it was delivered both on YT and TV
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Zovirax LFE - Brand awareness KPIs
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3% 6% 4% 6%
Top of mind
4% 9% 7% 7%
Spontaneous Awareness
58%
67% 65%
71%
Aided Awareness
+3 p.p. +3 p.p.
+13 p.p.
25-45
Q4. When thinking about products against lips herpes, which brands/companies come to mind?Q5. Have you heard of the following brand?Total sample: No Exp 450, Exp total campaign 1,176, Exp TV only 361, EXP YT only 480, exp TV+YT 335
When TV worked togheter with YouTube the campaign was stronger in increasing presence in mind of thebrand
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Zovirax LFE Favourability and intention to buy
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66% 68%69%
77%
Brand Favourability
Q6. How would you describe your overall opinion of Zovirax LFE?Q8. How likely are you to consider to use each of the following brands?Top 2 boxes (very+somewhat).Sample size: People who have heard (Q5)
58% 60%63%
67%
Intention to buy
+11 p.p.
+9 p.p.
25-45YT+TV deliver the highest increase both in brand favourability and intention to buy
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50%
38%41%
57%
51%
42%
54%
60%
48%
64%
58%
44%
51%
63%
55%53%
55%
65%
55%
65%
56%
44%
52%
61%
56%
51%
57%
61%
55%
65%64%
52%55%
64% 63%
54%
58%
67%
57%
73%
It's a brand Iwould
recommend
It's a branddifferent from
the others
It's a brand forpeople like me
It's a brand Iknow well
It's a brand thatoffers an
immediate
solution
It's aninnovative
brand
It'srecommended
by the
pharmacist
It's a trustworthybrand
It'srecommended
by the doctor
It's an effectivebrand
Zovirax LFE - Brand image25-45
Sample size: people who know the brand (Q5)
Q11. Please indicate how strongly you agree or disagree with the following statements
When TV worked together with YouTube brand image improved the most. In particular brand recommendation,personal relevance and uniqueness improved considerably.c
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Agenda
1. Campaign details and media scheduling2. Campaign delivery - R&F analysis3. Brand response - brand awareness and brand image4. Advanced campaign delivery Cost efficiency analysis5. Addendum: research structure
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Cost efficiency calculation
Cost effectiveness in this case is defined as the
effect that each !invested has on brand KPIs.
! Reached Not ReachedInvestment
x reach
= 100
= xxx
Normalization
TV
Integrated campaign(TV & internet)
TV only
TV + YT
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Mezzi !50 !100 !150 !200
!500 !!" !$% &' ((!1.000 !!( !!" !$) !$%!1.500 !"$ !!* !!" !$&!2.000 !"! !!( !!' !!"
18-54
100
Efficiency Index on Intention to buy
TV only
Youtube Investment (!000)
Integrated Campaign(TV+YT)
TVinves
tment(!0
00)
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Agenda
1. Campaign details and media scheduling2. Campaign delivery - R&F analysis3. Brand response - brand awareness and brand image4. Advanced campaign delivery Cost efficiency analysis5. Addendum: research structure
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1) Incremental Reach - Fusion on the fly
Week 5
PRE POST
Panel ONLINE
Nielsen NetViewPanel TV - off line
Nielsen Arianna+
ReachFrequency
=HomeScanNielsen Consumer
Through Datafusion
ReachFrequency
CampaignTagging
Week 4Week 3Week 2Week 1
AD ON AIR
AD ON LINE
Real exposure
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2) Ad Effectiveness Online survey
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ON LINE SURVEY( email)
pre post
TV detailed exposure + brand response + AD evaluation Data collected over the weeks
1) Brand response pre post2) Brand response over different levels of exposure:
TV exposure (HML probability, based on media consumption habits) ON line / YT exposure (real exposure) + exposure frequency ON line + TV exposure
compared to not exposed
3) ADV evaluation
Week 5
PRE POST
CampaignTagging
Week 4Week 3Week 2Week 1
AD ON AIR
AD ON LINE