YouTube Adidas Research Jan 2011

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<ul><li><p>8/8/2019 YouTube Adidas Research Jan 2011</p><p> 1/17</p><p>Media Efficiency Study</p><p>UK &amp; Spain, July 2010</p><p>Adidas World Cup Campaign</p></li><li><p>8/8/2019 YouTube Adidas Research Jan 2011</p><p> 2/17</p><p>Background and Objectives</p><p>The adidas World Cup Quest campaign ran for the duration of the World Cup in 15 marketsacross Online, Print, TV and OOH channels.</p><p>It was kick started on June 11th, the openingday of the World Cup, with a one day YouTubemasthead campaign as well as heavy presenceacross core social network environments.</p><p>The key objectives for the campaign were towin the World Cup in core digital channels thatwere heavily consumed by the target audienceand to become the most talked about sportsbrand of the 2010 World Cup.</p><p>This research study was conducted in the UK</p><p>and Spain by MetrixLab to understand the effectof the masthead and how it impacted uponpeoples perception of adidas and its associationwith the World Cup.</p></li><li><p>8/8/2019 YouTube Adidas Research Jan 2011</p><p> 3/17</p><p>Methodology</p><p>Step 1MetrixLab cookies are droppedand updated every time adidasmasthead appears on YouTubehomepage.</p><p>Step 3When a questionnaire is latercompleted, the survey softwarechecks for presence of cookies.In analysis, the results arecompared for exposed vs.unexposed respondents</p><p>Sample Size UK458 Unexposed, 388 Exposed</p><p>Step 2During the campaign, a randomsample is drawn from the visitorpopulation of the sites where thecampaign is running.</p><p>Sample Size Spain564 Unexposed, 370 Exposed</p></li><li><p>8/8/2019 YouTube Adidas Research Jan 2011</p><p> 4/17</p><p>UK Results</p></li><li><p>8/8/2019 YouTube Adidas Research Jan 2011</p><p> 5/17</p><p>The YouTube campaign had strong cut-through</p><p>74%</p><p>65%</p><p>13%</p><p>42%</p><p>53%</p><p>10%</p><p>82%</p><p>67%</p><p>24%</p><p>47%52%</p><p>9%</p><p>TV Internet YouTube Outdoor In store Not seen any</p><p>Unexposed to YouTube (458) Exposed to YouTube (388)</p><p>Q: Please indicate in which media you have seen, heard or read advertising for adidas. UK results only</p><p>Advertising media recall</p><p>Significant increase (95%)</p><p> Those exposed to the campaign on YouTube had strong recall of seeing the campaign there YouTube had good cut through despite a strong multimedia campaign</p></li><li><p>8/8/2019 YouTube Adidas Research Jan 2011</p><p> 6/17</p><p>Yes,63%</p><p>Maybe,21%</p><p>No,16%</p><p>Ad recognition(Exposed respondents)</p><p>The masthead on YouTube delivered excellentrecognition for the adidas campaign, nearly double theMetrixLab benchmark</p><p>Recognition is significantly higher thanMetrixLab benchmark of 35%</p><p>UK results only</p></li><li><p>8/8/2019 YouTube Adidas Research Jan 2011</p><p> 7/17</p><p>And it significantly increased the association ofadidas with the World Cup</p><p>8%</p><p>41%</p><p>21%</p><p>52%</p><p>Top of Mind Association: adidas Spontaneous Association: adidas</p><p>Unexposed (458) Exposed (388)</p><p>Q: When you think of the World Cup which brands come to mind?Top of Mind Association: First mention, Spontaneous Awareness: All mentions, UK results only</p><p>Top of mind andspontaneous association</p><p>Significant increase (95%)</p></li><li><p>8/8/2019 YouTube Adidas Research Jan 2011</p><p> 8/17</p><p>The masthead also drove positive brand imageassociation</p><p>80% 81%</p><p>56%</p><p>79%</p><p>86% 85%</p><p>65%</p><p>85%</p><p>This is a current brand This is a brand used by WorldCup stars</p><p>This is an innovative brand This brand is linked to theWorld Cup</p><p>Unexposed (458) Exposed (388)</p><p>Sort top 2 (Agree, Completely Agree), UK results only</p><p>adidas brand image association</p><p>Significant increase (95%)</p></li><li><p>8/8/2019 YouTube Adidas Research Jan 2011</p><p> 9/17</p><p>Actual YouTube search volumes demonstrate a hugeincrease in brand searches at the time of the homepagetakeover</p><p>YouTube Search Query VolumeKeyword: adidas, Country: UK</p><p>ChampionsLeague Final</p><p>Adidas Masthead Campaign&amp; World Cup Opening Day</p><p>Source: Google Internal Data</p><p> According to Nielsen analysis, those exposed to the campaign conducted 93% more searches on the World Cup andAdidas on Google and other search engines than those who did not see the campaign</p></li><li><p>8/8/2019 YouTube Adidas Research Jan 2011</p><p> 10/17</p><p>Buzz around Adidas was at its highest point twodays after the YouTube homepage takeover</p><p>Weekly number of messages</p><p>0</p><p>100</p><p>200</p><p>300</p><p>400</p><p>500</p><p>600</p><p> 1 / 2 / 2 0 1 0</p><p> 1 / 9 / 2 0 1 0</p><p> 1 / 1 6 / 2 0 1 0</p><p> 1 / 2 3 / 2 0 1 0</p><p> 1 / 3 0 / 2 0 1 0</p><p> 2 / 6 / 2 0 1 0</p><p> 2 / 1 3 / 2 0 1 0</p><p> 2 / 2 0 / 2 0 1 0</p><p> 2 / 2 7 / 2 0 1 0</p><p> 3 / 6 / 2 0 1 0</p><p> 3 / 1 3 / 2 0 1 0</p><p> 3 / 2 0 / 2 0 1 0</p><p> 3 / 2 7 / 2 0 1 0</p><p> 4 / 3 / 2 0 1 0</p><p> 4 / 1 0 / 2 0 1 0</p><p> 4 / 1 7 / 2 0 1 0</p><p> 4 / 2 4 / 2 0 1 0</p><p> 5 / 1 / 2 0 1 0</p><p> 5 / 8 / 2 0 1 0</p><p> 5 / 1 5 / 2 0 1 0</p><p> 5 / 2 2 / 2 0 1 0</p><p> 5 / 2 9 / 2 0 1 0</p><p> 6 / 5 / 2 0 1 0</p><p> 6 / 1 2 / 2 0 1 0</p><p> 6 / 1 9 / 2 0 1 0</p><p> 6 / 2 6 / 2 0 1 0</p><p> 7 / 3 / 2 0 1 0</p><p> 7 / 1 0 / 2 0 1 0</p><p> 7 / 1 7 / 2 0 1 0</p><p> 7 / 2 4 / 2 0 1 0</p><p>adidas</p><p>Source: Nielsen BuzzMetrics</p><p>YouTube HPTO</p><p>Period: Jan-Jun 2010</p></li><li><p>8/8/2019 YouTube Adidas Research Jan 2011</p><p> 11/17</p><p>Spain Results</p></li><li><p>8/8/2019 YouTube Adidas Research Jan 2011</p><p> 12/17</p><p>89%</p><p>78%</p><p>11%</p><p>56%</p><p>66%</p><p>5%</p><p>91%</p><p>78%</p><p>23%</p><p>57%</p><p>68%</p><p>3%</p><p>TV Internet YouTube Outdoor In store Not seen any</p><p>Unexposed to YouTube (564) Exposed to YouTube (370)</p><p>Q: Please indicate in which media you have seen, heard or read advertising for adidas. ES results only</p><p>Advertising media recall</p><p>Significant increase (95%)</p><p>The YouTube campaign had strong cut through</p><p> Those exposed to the campaign on YouTube had strong recall of seeing the campaign there YouTube had good cut through despite a strong multimedia campaign</p></li><li><p>8/8/2019 YouTube Adidas Research Jan 2011</p><p> 13/17</p><p>Recognition is significantly higher thanMetrixLab benchmark of 35%</p><p>Yes,65%</p><p>Maybe,17%</p><p>No,18%</p><p>Ad recognitionExposed respondents</p><p>The masthead on YouTube delivered excellentrecognition for the adidas campaign, nearly double theMetrixLab benchmark</p><p>ES results only</p></li><li><p>8/8/2019 YouTube Adidas Research Jan 2011</p><p> 14/17</p><p>25%</p><p>59%</p><p>35%</p><p>68%</p><p>Top of Mind Association: adidas Spontaneous Association: adidas</p><p>Unexposed (564) Exposed (370)</p><p>And it significantly increased the association ofadidas with the World Cup</p><p>Top of mind andspontaneous association</p><p>Q: When you think of the World Cup which brands come to mind?Top of Mind Association: First mention / Spontaneous Awareness: All mentions, ES results only</p><p>Significant increase (95%)</p></li><li><p>8/8/2019 YouTube Adidas Research Jan 2011</p><p> 15/17</p><p>83%86%</p><p>78%</p><p>87%84%</p><p>91%</p><p>83%87%</p><p>This is a current brand This is a brand used by World Cupstars</p><p>This is an innovative brand This brand is linked to the WorldCup</p><p>Unexposed (564) Exposed (370)</p><p>The masthead also drove positive brand imageassociation</p><p>adidas brand image association</p><p>Sort top 2 (Agree, Completely Agree), ES results onlySignificant increase (95%)</p></li><li><p>8/8/2019 YouTube Adidas Research Jan 2011</p><p> 16/17</p><p>In Spain, masthead exposure boosts awareness ofthe F50i product</p><p>Q: Which of the following best describes how familiar you are with each of these brands of football boot?Familiar know it well / Only know it by name / Never heard of it, ES results only</p><p>Significant increase (90%)Significant increase (95%)</p><p>69%</p><p>38%</p><p>74%</p><p>44%</p><p>adidas F50i: Awareness (Top 2) Product familiarity - adidas F50i (Top box)</p><p>Unexposed (564) Exposed (370)</p><p>Product awareness</p></li><li><p>8/8/2019 YouTube Adidas Research Jan 2011</p><p> 17/17</p><p>Actual YouTube search volumes demonstrate anincrease in brand searches at the time of thehomepage takeover</p><p>YouTube Search Query VolumeKeyword: adidas, Country: ES</p><p>Source: Google Internal Data</p><p>ChampionsLeague Final</p><p>Adidas Masthead Campaign&amp; World Cup Opening Day</p></li></ul>