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I N S I G H T S • I D E A S • R E S U LT S

Garden of freshnessPersilDigital performance measurement OMD OM Group Russia

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Digital campaign. To be or not to be?

Digital media became an integral part of the media mix in many categories over the past few years, and many advertisers have already seen its effectiveness.

Henkel Russia had a lack of its own of experience by 2011 and therefore had many doubts.

2

Why there is no competitor activityon Russian Internet?

Internet advertising: is it just a modern trend or is it really effective?

What effect on brand KPI may be expected?

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Research support

The basic client questions were: Is Internet an appropriate medium to advertise a low involvement category like laundry detergent? Laundry is boring, will users be interested in social activity about detergent?

Agency solution:

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Digital campaign Research+

?

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Research composition 3 types of sources and 3 types of questionnaires were combined to

receive the most reliable results on how different digital activities - display ads, social network game and contest - are perceived by consumers and affects brand KPIs.

Online game players

3500 interviews

Creative contest participants

450 interviews

Internet users

700 interviews

Three-stageonline

research

Recruitment: From research panelTarget audience: W 20-40, income B+

Recruitment: Link on the game pageTarget audience: Game participants

Recruitment: Link at the contest pageTarget audience: Contest participants

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Learning #1

Majority of respondents think that it is appropriate to use the Internet for informing about products for washing

Game participants confirm that a game about washing powder is interesting.

5

Detergents are welcome in Russian internet

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Learning #2

6

Persil KPIs prove Internet effectiveness

40%

90%

140%

69%

77%

61%78%68%

67%

78%

83%

72%84%

79%

77%

88%

86%

86%89%

86%

85%

97%

96%

96%

97%

95%

96%

All panelistsDisplay Exp.GamersContest

High quality

Brand I can trust

Permanent innovations

Freshness for 24 hours

I would recommend

Modern product

Persil promo campaign objectives were achieved: Awareness, Consumer education, Image and Trial

Attitude to brand became better: 83% - gamers, 91% - contest participants

The more a digital campaign is engages consumers, the better evaluation the brand gets

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Learning #3

Branded entertainment campaign attracted first of all a loyal audience of the brand

Positive opinion toward brand is one of the key drivers for participation - 68% in the creative contest - 37% in the game

Engagement works in social networks – they not only entertained but learned more about the brand

More than 30% of gamers were able to specify the USP of the new product

7

Branded entertainment is right tool of communication with loyal audience

Played the game

Read information about Persil Pearls of fresh aroma Vernel

Watched the rating and/or the winners

Watched the Persil commercial

81%

33%

22%

18%

Actions in the "The garden of freshness Persil» game

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Learning #4

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«Cookbook»

Survey in social media

Social media application

Display ad support

Perfect idea

Simple and easy rules

High-quality execution

Research incorporated into the game

Noticeable invitation

Reward with game points

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Executive summary: key learnings

9

Internet and laundry detergents are compatible

Persil KPIs evaluation confirms online activities effectiveness.

1

2

3 Branded entertainment in social media is proper way to contact with brand users and reinforce loyalty among them

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Results

Digital held a reputation as an effective media

Client plans to develop digital activities in 2012

Client will continue to use social network for Home care and Laundry brands support

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Client believes in Internet’s potential

“This research project confirmed efficiency of digital projects. Persil Freshness Pearls by Vernel was our first large scale Internet project in Russia. Having proof of efficiency we plan to continue to invest in digital.”

Valentin Konurin Henkel Russia, Laundry & Home CareBrand Manager Persil

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I N S I G H T S • I D E A S • R E S U LT S

Thank you for your attention!