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BackgroundIn 2012, Toyota sought to communicate awareness and increase consideration for its sports model, the GT86, in France and the UK. Ebuzzing Social ran an online video campaign for the Toyota GT86 across social media networks in the UK and France. Millward Brown employed their AdIndex solution to measure the campaign’s contribution on key performance measures across the two markets.
Over the course of 4 months, Millward Brown interviewed 400 males in each market
MethodologyAdIndex uses simultaneous and continuous recruitment in the campaign footprint, via an online panel. This ensures that both control and exposed cells are filled evenly over time, meaning that both groups have an equal chance of being influenced by external factors.
Both groups are matched in terms of demographics, previous site visitation and behaviours so that any differences between control and exposed can be attributed to the online campaign.
Social VideoA Case Study Ebuzzing Social and Toyota
Brand Metrics among Overall Audience (Males)
Statistically significant decrease*Statistically significant increase*
Brand Metrics: Toyota Model Metrics: GT86
+2.6 +5.6* +16.9* +0.1 +11.5* +2.5 +17.7* +9.8* +2.9 +5.1 +10.2*
6%
16%
34%
57%
47%
24% 24%
37%
14%
30%
18%
3%
10%
17%
56%
35%
6%
35%
4%
27%
12% 13%
Unaided Awareness First
Mention
Unaided Awareness Any
Mention
Online Ad Awareness
Brand Favourability
Purchase Intent
Toyota GT86 Online Ad
Awareness
Toyota GT86 Aided Brand Awareness
Message Association: “Le Grand Frission“
Toyota GT86 Brand
Favourability
Toyota GT86 Purchase Intent
Is better than other car models
Control (n=200) Exposed (n=200)
UK - Key Findings
Metrics among Males (ABC1)
Statistically significant decrease*Statistically significant increase*
Brand Metrics: Toyota Model Metrics: GT86
+4.3 +9.5* +18.5* +4.8 +15.2* +8.3 +23.8* +6.7* +15.4*+9.5 +13.9*+12.5* +9.8*
Unaided Awareness First
Mention
Unaided Awareness
Any Mention
Online Ad Awareness
Brand Favourability
Purchase Intent
Toyota GT86 Online Ad
Awareness
Toyota GT86 Aided Brand Awareness
Message Association: “Le Grand Frisson”
Is better than other car models
Toyota GT86 Brand
Favourability
Makes me want to own a Toyota
Toyota GT86 Purchase Intent
Toyota makes cars that are
more enjoyable to drive
Control (n=122) Exposed (n=115)
23%
33%
10%
23%
37%
30%28%
17%13%
31%
6%
16%
30%
6%
46%
38%
47%
32%
63%58%
37%
19%21%
11%10%5%
Frequency Among Overall - Online Ad Awareness
Statistically significant percentage change at a 90% confidence level
Online Ad Awareness
Average Campaign Frequency
10.6
Optimal Frequency
Delta
Frequency
302520151050 1-3 (55) 4-6 (57) 7+ (87)
Optimal Frequency
Frequency Among Overall - Online Ad Awareness
Statistically significant percentage change at a 90% confidence level
Average Campaign Frequency
10.6
Delta
Frequency
1520
1050
-5-10-15 1-3 (55) 4-6 (57) 7+ (87)
Is a stylish and good looking sports car
Is for people like me
Makes me want to own a Toyota
Is better than other car models
Is a car i would be proud to be seen in
Overall the campaign drove a significant increase in purchase intent as well as unaided brand awareness and online awareness for the Toyota brand. Overall, the campaign also drove a significant increase in online awareness and association of the ‘Real Deal’ message with the GT86 model specifically, as well as perceptions of the GT86 being better than other models.
ABC1 males responded more favourably to the campaign, seeing a significant increase in a majority of awareness and persuasion metrics for Toyota and the GT86. Among this group, the campaign also raised perceptions of the GT86 as being better than other models, being enjoyable to drive and made consumers want to own one.
Higher exposures (7+) were required to deliver impact in the UK. Specifically, the uplift of online ad awareness of both Toyota and the GT86 saw significant uplifts at this higher frequency.
ImplicationsTo improve awareness of both Toyota and the GT86 model, ensure the brand is an integral part of the story as its intrinsic association is critical for raising awareness in the online environment.
In France, continue using lower frequencies as the majority of consumers are being hit 1-3 times and campaign impact is very strong among these people. In the UK, exposures play a more critical role so higher exposures are necessary, this is supported by lower click through rates in the UK.
For more information on our case studies or for access to our wider learning on advertising effectiveness please contact; Media&Digital@millwardbrown.com or follow us @MBMediaDigital
Optimal Frequency
Frequency Among Overall Audiece: Metrics
Statistically significant percentage change at a 90% confidence level
Average Campaign Frequency
4.5
Delta
Frequency
161412
8
4
0-2
2
6
10
-4 1 (67) 2-3 (56) 4+ (55)
Brand FavourabilityToyota GT86: Aided Brand Awareness
Toyota GT86: Message AssociationToyota GT86: Online Ad Awareness
Toyota GT86: Brand FavourabilityToyota GT86: Purchase ConsiderationIs a stylish and good looking sports car
Brand Metrics among Overall Audience (Males)
Statistically significant decrease*Statistically significant increase*
Brand Metrics: Toyota Model Metrics: GT86
+2.7*
4%1%
Unaided Awareness First
Mention
-1.4
7%9%
Unaided Awareness
Any Mention
-0.9
31%32%
Online Ad Awareness
+6.6
60%
53%
Brand Favourability
+5.8
51%46%
Purchase Intent
+6.9*
13%
6%
Toyota GT86 Online Ad
Awareness
+4.9
23%18%
Toyota GT86 Aided Brand Awareness
+8.9*
12%
3%
Message Association: “Le Grand Frisson”
+5.4
17%11%
Toyota GT86 Brand
Favourability
+2.3
11%8%
Toyota GT86 Purchase Intent
Control (n=200) Exposed (n=181)
Brand Metrics among Target (ABC1 Males)
Statistically significant decrease*Statistically significant increase*
Brand Metrics: Toyota Model Metrics: GT86
Control (n=152) Exposed (n=139)
+4.6
Toyota GT86 Purchase Intent
12%7%
+7.8*
Toyota GT86 Brand
Favourability
18%
10%
+9.5*
Message Association: “Le Grand Frisson”
12%
3%
+4.7
Toyota GT86 Online Ad
Awareness
12%7%
+7.3
Toyota GT86 Aided Brand Awareness
25%
17%
+4.2
Purchase Intent
50%46%
+6.0
Brand Favourability
59%53%
-1.2
Online Ad Awareness
30%31%
-3.4
Unaided Awareness
Any Mention
8%11%
+2.8
Unaided Awareness First
Mention
4%2%
France - Key Findings
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