ABSOLUT Pears Campaign AdInsights Campaign Research

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ABSOLUT Pears CampaignAdInsights Campaign
Research
April, 2007
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Objectives and Methodology
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AdInsights Methodology
Differences are directly attributable to the
advertising
Test/Exposed Segment (n2,184)
Media Audience
Online Qualified Survey Completions (n3,446)
Control/Unexposed Segment (n1,262)
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Stages of Advertising and Brand Development
Number of Individuals
Unaided and Aided Awareness Ad Recall
Message Association
Increasing Complexity and Value
Brand Attitudes Favorability
Intent
Preference
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Sample of Creative Units
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Key Findings

• Overall, the campaign was very effective at
  building awareness metrics and persuading
  consumers to be more favorable towards the brand
• The results for this campaign are among the best
  ever seen. The fun nature of the brand, combined
  with the well-designed creative and the
  incredibly receptive audience on the sites were
  likely big factors in the success of this
  campaign
• In addition, exposure to the campaign made
  consumers more likely to agree that ABSOLUT is
  sophisticated and makes me feel more
  confident
• Frequency of exposure helped to increase brand
  metric levels
• Purchase Intent increased after six to ten
  exposures to the campaign
• The high frequency levels across the sample
  likely contributed to the success
• Both male and female respondents experienced
  increases in awareness and persuasion metrics
• Females also experienced increases in multiple
  brand attributes
• As expected, results most positive among
  consumers who drink alcohol
• In addition, those who drink vodka often were
  most influenced

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Recommendations

• The results indicate that this campaign performed
  very well and the conclusions are logical.
  Repeating this marketing effort and creating
  similar ones will likely further build the brand
• The most relevant audience alcohol and vodka
  drinkers were most influenced
• Repeated exposures to the creative helped drive
  the new product and messaging into the forefront
  of consumers minds
• The campaign was very appropriate and thus well
  received by the Gawker audience
• The vodka market is very competitive and
  cluttered with many brands
• Continue to remind consumers why ABSOLUT is a
  leader in the category and the brand they should
  purchase the next time they want vodka
• New products are a great way to keep the brand
  fresh in peoples minds without saying the same
  thing over and over

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Overall Campaign Results
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Brand Metrics

• Overall, the campaign was very effective at
  educating and persuading consumers
• Online ad awareness, association metrics and the
  difficult to increase Brand Favorability were all
  significantly increased as a result of exposure

11.8 pts
9.6 pts
5.7 pts
5.6 pts
Sample Size c2,184 e1,262
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Brand Attributes

• In addition, the attributes sophisticated and
  makes me feel more confident both significantly
  increased among those exposed to the campaign
• Brand attributes for established brands like
  ABSOLUT are difficult to increase because it
  requires people to change an existing opinion
  that they may have had for a long time

2.9 pts
2.4 pts
Sample Size c2,184 e1,262
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Frequency Analysis
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Exposure Frequency Brand Metrics

• Only a few exposures were needed to significantly
  increase the awareness metrics, however, the
  metric levels were maximized after many exposures
• The strong campaign results may be a function of
  the high frequency levels as this is a very
  powerful variable

11.5 pts
9.7 pts
16.2 pts
7.7 pts
6.9 pts
6.2 pts
9.7 pts
5.1 pts
Sample Size c2,184 1-5Exp305 6-10Exp174 11-15Ex
p132 16Exp651
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Exposure Frequency Persuasion Metrics and
Attributes

• While favorability only required a few exposures
  to significantly increase, purchase intent
  results were optimal after six to ten exposures

9.7 pts
5.1 pts
6.5 pts
3.6 pts
2.4 pts
9.3 pts
Sample Size c2,184 1-5Exp305 6-10Exp174 11-15Ex
p132 16Exp651
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Segment Analysis
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Gender

• The sample skewed male

n1,262
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Gender Brand Metrics

• Both male and female respondents noticed and
  campaign and were persuaded to be more favorable
  towards the brand
• The similar favorability baselines indicate a
  similar opinion of ABSOLUT prior to exposure

6.5 pts
5.0 pts
7.1 pts
13.8 pts
Sample Size Female Control1,313 Female
Exposed471 Male Control871 Male Exposed791
Significant change at 95 confidence
Significant change at 90 confidence
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Gender Association Metrics

• In addition, both of the association metrics
  significantly increased among both gender
  segments

14.1 pts
10.4 pts
3.5 pts
9.4 pts
Sample Size Female Control1,313 Female
Exposed471 Male Control871 Male Exposed791
Significant change at 95 confidence
Significant change at 90 confidence
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Gender Brand Attributes

• Female respondents became more likely to agree
  that ABSOLUT is sophisticated and high
  quality

4.4 pts
7.7 pts
Sample Size Female Control1,313 Female
Exposed471 Male Control871 Male Exposed791
Significant change at 95 confidence
Significant change at 90 confidence
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Alcohol Drinkers

• 94 of the exposed sample report that they drink
  alcohol

n1,262
Segments based on question Do you drink alcohol?
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Alcohol Drinkers Brand Metrics

• Alcohol drinkers connected best with the
  campaign, as seen through the multiple awareness
  metrics increases
• Respondents for whom the campaign is most
  relevant are typically most affected by a campaign

10.4 pts
12.4 pts
5.9 pts
Sample Size Drink Alcohol Control2,065 Drink
Alcohol Exposed1,186 Dont Drink Alcohol
Control119 Dont Drink Alcohol Exposed76
Segments based on question Do you drink alcohol?
Significant change at 95 confidence
Significant change at 90 confidence
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Alcohol Drinkers Persuasion Metrics

• Again, alcohol drinkers were most influenced by
  the campaign, as seen by increases in both
  favorability and intent to purchase

- 9.1 pts
6.7 pts
3.4 pts
Sample Size Drink Alcohol Control2,065 Drink
Alcohol Exposed1,186 Dont Drink Alcohol
Control119 Dont Drink Alcohol Exposed76
Segments based on question Do you drink alcohol?
Significant change at 95 confidence
Significant change at 90 confidence
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Alcohol Drinkers Brand Attributes

• Alcohol drinkers became more likely to agree that
  ABSOLUT is sophisticated and makes me feel
  more confident

3.1 pts
2.8 pts
Sample Size Drink Alcohol Control2,065 Drink
Alcohol Exposed1,186 Dont Drink Alcohol
Control119 Dont Drink Alcohol Exposed76
Segments based on question Do you drink alcohol?
Significant change at 95 confidence
Significant change at 90 confidence
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Vodka Drinkers Brand Metrics

• Vodka drinkers were both educated and persuaded
  by exposure to the campaign
• Results similar to those observed in the overall
  sample

12.5 pts
11.5 pts
5.5 pts
7.0 pts
Sample Size c1,237 e666
Segments based on question Which of the
following types of alcohol do you like to drink?
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Vodka Drinkers Brand Attributes

• Vodka drinkers became more likely to agree that
  ABSOLUT is sophisticated after exposure to the
  campaign

4.4 pts
Sample Size c1,237 e666
Segments based on question Which of the
following types of alcohol do you like to drink?
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Drinking Frequency

• Over half of the exposed sample report to drink
  vodka at least once a month

n1,186
Segments based on question How often do you
drink vodka?
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Drinking Frequency Brand Metrics

• People who drink vodka often noticed the campaign
  and became more favorable towards the campaign
• There were also increases among the rarely
  segment indicating a potential conversion towards
  higher consumption

7.7 pts
5.8 pts
15.3 pts
9.1 pts
Sample Size Never Control122 Never
Exposed72 Rarely Control805 Rarely
Exposed504 Often Control1,138 Often Exposed610
Segments based on question How often do you
drink vodka?
Significant change at 95 confidence
Significant change at 90 confidence
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Drinking Frequency Association Metrics

• Association metrics increased for both the often
  and rarely consuming vodka segments
• Baseline and association levels highest for the
  often group which is expected due to their
  relationship with the category

11.0 pts
6.3 pts
13.8 pts
5.7 pts
12.2 pts
Sample Size Never Control122 Never
Exposed72 Rarely Control805 Rarely
Exposed504 Often Control1,138 Often Exposed610
Segments based on question How often do you
drink vodka?
Significant change at 95 confidence
Significant change at 90 confidence
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Drinking Frequency Brand Attributes

• There were increases in multiple brand attributes
  among those who drink vodka often

5.3 pts
4.6 pts
3.7 pts
Sample Size Never Control122 Never
Exposed72 Rarely Control805 Rarely
Exposed504 Often Control1,138 Often Exposed610
Segments based on question How often do you
drink vodka?
Significant change at 95 confidence
Significant change at 90 confidence
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Media Analysis
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Media Analysis Brand Metrics

• All three properties in the plan contributed to
  the success of the campaign

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Creative Analysis
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Creative Size

• Due to sample size limitations, the analysis
  could not isolate the effect of one exposure to
  the campaign, so the results show all creative
  sizes to be effective
• There is overlap between the various creative
  groups

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Creative Placement

• Both of the placements were very effective at
  increasing brand metrics and due to the high
  exposure levels in the sample, the groups are
  likely cross contaminated

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Appendix
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Definition of Brand Metrics

• Unaided Brand Awareness When thinking of premium
  vodka, what brand comes to mind first?
• Aided Brand Awareness Have you heard of the
  following brands of premium vodka?
• Online Advertising Awareness Have you seen any
  ONLINE ADVERTISING for the following within the
  past 30 days?
• Message Association Which of these brands of
  premium vodka, if any, uses the following message
  in its advertising?
• "The new taste of temptation is here."
• Pears Association Which of the following brands
  now offers a product called Pears?
• Brand Favorability What is your overall opinion
  of each of the following premium brands of vodka?
• Purchase Intent How likely are you to purchase
  the following brands of premium vodka?

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Definition of Brand Attributes

• Brand Attributes Please indicate how strongly
  you agree or disagree that each statement
  describes ABSOLUT.
• Sophisticated
• Popular among me and my friends
• High quality
• A fun brand
• Makes me feel more confident

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About InsightExpress
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About Insight Express

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  20,000,000 surveys for more than 18,500 projects.
  

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• 800.545.0234

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Attribution/ For QuestionsYour InsightExpress
Team
Report Author Molly Hislop mhislop_at_insightexpres
s.com [phone] Project Manager Julie
Wu jwu_at_insightexpress.com [phone]