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L'oreal Casting Crème Russia

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Google: L’Oreal Casting Crème Russia CROSSMEDIA CAMPAIGN EVALUATION 1 Contents Background Media Metrics Reach & Frequency Brand Metrics Campaign Simulations Impact Summary Summary and Recommendations 2 Campaign Background 3 CrossMedia Research Over 200 studies In more than 25 countries For more than 50 brands Across 10 industry sectors 4 Methodology and Sample Background • Based on potential exposure to campaign Using responses from consumers as to their exact media consumption across multiple channels it is possible to build up individual media consumption profiles. This profile is then matched with the booked media plan (provided by the media agency), OTS (opportunity to see) scores are generated for each respondent in the respondent base. • Continuous recruitment throughout campaign We look at weekly data throughout the period of the campaign in order to pick up campaign build over the course of activity. We also continue the study for short period of time after the campaign has ended to asses any decay in impact which may occur after the campaign has ended. • Respondent level statistical modelling From collecting digital and traditional media exposure we create a “single source” respondent base from which it is 1,400 (400 Predisposition, 1000 Campaign) possible to derive incremental reach and other cross media Campaign Targeting: Females 18-34 analysis. Best-in-class Multimedia Evaluation 5 Measuring what builds a brand Background Post Campaign Exposure to Campaign On-going Influences Prompted Prompted Awareness Underlying Involvement It is important to understand all the factors that make up a consumers view on a brand. 6 Understanding the framework of Background CrossMedia Analysis Then we identify Finally we discover the the effect of Next we take out actual campaign underlying ongoing influences influence First, we take a brand involvement the NON MEDIA the MEDIA metric the BASE CONTRIBUTION CONTRIBUTION 6% 28% 65% 31% NEWS COVERAGE TV PURCHASE BEHAVIOUR WOM CINEMA CATEGORY INTEREST Brand Consideration PREVIOUS CAMPAIGN ONLINE BRAND INVOLVEMENT EXPERIENCE OUTDOOR 7 Please note: all media contributions that come through in the models are significant at a 95% confidence level. Campaign Recap: Objectives and Media Plan Background Campaign Objective Build awareness of L’Oreal Casting Crème, particularly perceptions that L’Oreal Casting Crème gives hair a seductive colour, has many shades, does not harm the hair and makes it easy to change the hair colour. Research Objective Understand what YouTube delivers over and above TV October November December 29th 2nd 9th 16th 23rd 3rd 10th 17th 24th 1st 8th 15th 22nd 29th Sept Oct Oct Oct Oct Nov Nov Nov Nov Dec Dec Dec Dec Dec TV Spots TV YouTube YouTube Research Recruitment Research Recruitment Note: The research does not include the non-terrestrial TV TV: 27th Oct – 12th Dec 2014, YouTube (Desktop): 17th Oct – 12th Dec 2014, 8 Campaign Creatives: TV and YouTube 20” Background ‘Life in one colour?… not for me! Because there is hair colour ‘Casting’ from L’Oreal Paris So many fascinating tones without harm to hair Always desirable colour and super shine, without ammonia, without harm to hair 30 tones of ‘Casting’ by L’Oreal Paris… which one is yours? Because you’re worth it!’ 9 Campaign Investment Background Campaign Investment by Channel (Planned Net Spend) 90% 10% TV accounted for the majority of campaign spend, with 10% going to YouTube. * MB tracked desktop elements of the YouTube activity only but total YouTube spend will be used for investment simulations . 10 TV does not include the non-terrestrial TV spend Executive Summary The campaign reached 80% of the target audience, as expected TV delivered the majority of this reach. YouTube added 2.6% incremental reach over and above TV. The campaign met the majority of its objectives, contributing to awareness and two of the four key brand image statements. The campaign also had an impact on consideration and advocacy highlighting how TV and YouTube work together to influence consumers with different levels of engagement with the brand. TV reached 77% of the target audience, achieving the same reach with YouTube and TV together is 23% more efficient than using TV alone. Cost per reach point analysis also demonstrates the efficiency of YouTube in reaching this audience. Wastage analysis shows there is room to reduce TV spend and maintain the same brand impact. 11 Media Metrics: Media Metrics: ReachReach and and Frequency Frequency 12 Reach and Campaign Reach Frequency CrossMedia Database Reach Ranges TV - 60-90% Online Video – 13 -34% Total Reach TV 80% 77% Full view 3% Reach 13% Efficiency (indexed to TV) based on: Cost per 1% reach point 100% Lower 69% is Efficiency better 8 3 Frequency The campaign reached 80% of females 18-34 in Russia. YouTube is more cost effective than TV in targeting this audience. 13 Efficiency = cost per reach point = Chanel investment / Total channel reach = indexed to TV All data based on 1+ frequency Reach and Reach Overlaps: TV and YouTube Frequency 13% 77% 2.6% Overall Google Cross Media Studies* YouTube incremental reach 10.1% 13% ~4% 67.4% 2% Min. Avg. Max. 2.6% of the audience reached by YouTube was unique, while this is slightly below the average level of discrete reach seen in other Google studies it is inline with what we would expect with 10% spend on YouTube in Russia. 23 Cross Media studies across markets (RU, PT, RO, UA, HU, TR, PL, CZ, KSA, IL), 2014 Millward Brown & Google 14 All data based on 1+ frequency Reach and Reach Build Frequency 100% 72% had seen the TV spot activity 5+ 90% times by week 4 of the TVC campaign. 80% 70% 60% 50% 40% 30% 20% 10% 0% Pre-W1 Pre-W2 W1 W2 W3 W4 W5 W6 W7 W8 YouTube’s reach built steadily throughout the duration of the campaign whilst TV built more quickly. A large proportion of the audience had seen the TV spot 5+ times by week 4 of the campaign. 15 All data based on 1+ frequency Reach and Incremental Reach: TV Viewer Groups Frequency Viewer Groups are created based on people’s TV consumption habits Heavy TV Viewers 99% + 0% 30+ hrs a week n=331 Medium TV Viewers 95% + 0.7% 0.1% 9.25 – 30 hrs a week n=334 TV Reach Light TV Viewers 56% + 5.5% 13.9% Under 9.25 hrs a week Discrete n=335 YouTube Reach The majority of YouTube’s incremental reach over and above TV is among the hard to reach light TV viewers. 16 All data based on 1+ frequency Reach and Incremental Reach: by TV Frequency Frequency Discrete TV Reach YouTube Reach 2.6% 3.6% 1.6% 77.5% 60.2% 47.6% 1+ TV Freq 3+ TV Freq 5+ TV Freq Additionally YouTube delivers incremental reach even amongst those with high TV ad exposure. 17 Reach and Reach by TV Channel Frequency Reach by TV Channel TNT 51% STS 40% Friday 22% Pervy 20% U 19% NTV 17% Rossia1 17% TV3 16% Disney 15% YouTube 13% Domashny 12% TV 2x2 7% TNT has the highest reach amongst the target audience. YouTube delivers 13% reach, which is stronger than Domashny and 2x2. 18 All data based on 1+ frequency Reach and Incremental reach by TV Channel Frequency Incremental Reach by TV Channel (Over and above TNT) 10.2% 6.9% 5.9% 5.7% 5.7% 5.3% 5.2% 5.1% 4.5% 3.7% 2.7% STS TV Pervy TV Friday TV Rossia1 YouTube TV U TV NTV TV Disney TV TV3 TV Domashny TV 2x2 However when looking at levels of incremental reach YouTube sits in the top 5. This demonstrates YouTube’s strength in reaching a unique audience at a lower cost. 19 All data based on 1+ frequency Reach and Reach Simulation: TV & YouTube Frequency Reach Simulation 100.0% 90.0% 80.0% 70.0% Achieving TV reach of 77% would be more cost efficient with TV and 60.0% YouTube combined. This would be a saving of 6,364,765p.(23%) 50.0% % Reach 40.0% 30.0% 20.0% 10.0% 0.0% 0% 50% 100% 150% 200% 250% 300% % Investment TV TV or Youtube Actual Campaign Investment Spend Required to Achieve Same Reach Campaign Reach Reaching 77% of the audience is 23% more efficient when using TV and YouTube together, demonstrating the strength of using the two media in combination to reach this target audience. 20 All data based on 1+ frequency Campaign Impact: Media Metrics: ReachBrand and Metrics Frequency 21 Brand measures and the purchase funnel Key Objective Saliency/Awareness Key Objective Communication Engagement Consideration 22 Awareness Measures Campaign European L’Oreal Russia Communication Database Campaign (Average) Salience Impact Per Person Campaign Contribution to Awareness Metrics TV 2.3% 6.7% Online Video 0.3% 5.2% 10.3% 1.3% Source: 156 CrossMedia studies Salience = unaided awareness and TBCA Base 52% 60% Campaign Contribution Unaided Total Awareness of Total Brand Communications Awareness L’Oreal* of Casting by L’Oreal Individual Media Contribution 100% 100% Both TV and YouTube have outperformed the awareness norm - YouTube is very effective in increasing top of mind awareness, a measure that is usually driven by TV. TV successfully cuts through driving campaign awareness, however this might be slightly enhanced by the recent L’Oreal Crème campaign. Q. What brands of hair colouring products have you ever seen or heard of? *Total Unaided Awareness L'Oreal : 23 Casting by L’Oreal, L’Oreal, L’Oreal colour, L'Oreal Paris Q. Have you seen, heard or read anything about these brands anywhere recently? Campaign Communication Campaign Contribution to Brand Perceptions Casting by L'Oreal… Base 0.0% 3.0% 0.0% 2.8% Campaign Contribution 45% 37% 22% 35% Gives hair a seductive Has many shades Does not harm the hair Makes it easy to change colour the hair colour Individual Media Contribution No campaign No campaign 100% 100% contribution contribution TV also successfully educates the audience about two key product attributes around seductive colour and colouring without any damage – a message repeated twice in the advert.
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