RESULTS OF IMPACT STUDY

WEB.EFFECTS

Client: Ursapharm Arzneimittel GmbH

Campaign: aronia+

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The Campaign

MaxiAD+ Exclusive XL

Campaign objectives: Increase brand awareness and reinforce core product message

Good Increase of Brand Awareness for Aronia+

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Aronia+ was able to double its brand awareness in the contact target group.

Aided ad awareness for aronia+ Benchmark*:

Total: 17% increase

+101%

Basis: respective measurement Total: data in %

Which of the following products do you know, even if just by name?

*WEB.Effects Impact Benchmark Study 2013 for brands with a low base level; 128 UIM impact studies

Every 10th Respondent Recalls the Advertising for Aronia+

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Advertising recall for aronia+ is higher in the contact target group, but ad recall can still be

improved.

Aided ad recall aronia+ Benchmark*:

Total: 41% increase

+161%

Basis: respective measurement Total: data in %

For which of the following products have you recently seen, read or heard advertising?

*WEB.Effects Impact Benchmark Study 2013 – Health Industry; 128 UIM impact studies (13 studies from the area of health)

Almost Every 4th Campaign Contact Recalls

the Advertising Medium

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This represents a solid rate of increase.

Ad media recall Benchmark*:

Total: 78% increase

Large formats: 96% increase

Basis: respective total measurement; data in %

Have you seen this ad before? *WEB.Effects Impact Benchmark Study 2013; 128 UIM impact studies

+84%

13.8% without campaign contact

25.4% with campaign contact

Product Promise of Aronia+ is Well Understood

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However, the items of "… boosts everyday performance" and "… helps under extreme stress"

stand out in the analysis. They could not be communicated as effectively by the advertising

medium.

Image of aronia+ and top 2 box score: aronia+ ...

Basis: Total respondents who know aronia+ (n=201); data in %

To what extent do you agree with the following statements about aronia+ on a scale from 1-6: 1=completely agree; 6=completely disagree

… protects the immune system in a natural way.

… helps under extreme stress.

… boosts everyday performance.

…is easy to handle.

… protects the cells against free radicals.

Conclusions

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The large-format MaxiAD+ Exclusive on the logout page contributes to the successful realisation

of campaign objectives.

In the relevant target group of vitamin and mineral buyers, a significant impact uplift resulted for

all key parameters.

The product, the brand and the prominently placed product promise remained in the user's visible

area, which increased the chances of deeper internalisation.

The MaxiAD+ Exclusive in combination with the target group appeal via WEB.Health™

buyers of vitamins and minerals has therefore proven itself to increase the awareness for a

product that was relatively unknown before.

Campaign objectives: Increase brand awareness and

reinforce the core product message

Key Data

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Campaign period: 18/02/2014 - 16/03/2014

Survey period: 17/02/2014 - 16/03/2014

Target group: WEB.HealthTM buyers of vitamins and minerals

Sample: Baseline measurement (without campaign contact*): n=1,285

Final measurement (with campaign contact*): n=1,076

Method: On-site survey according to n-th method on WEB.DE/GMX

Weighting: Cross structures of age/gender WEB.HealthTM buyers of vitamins and

minerals

Source: United Internet Media Research 2014

* Measurement of campaign contacts by means of cookies

Thank you for your attention!

MELANIE FRIEDRICH Project Manager Market Research

Tel.: +49 (0)721 / 91374 - 1764

E-Mail: melanie.friedrich@united-internet-media.de

Web: www.united-internet-media.de

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