Title: ABSOLUT Pears Campaign AdInsights Campaign Research
1ABSOLUT Pears CampaignAdInsights Campaign
Research
April, 2007
2Objectives and Methodology
3AdInsights 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)
4Stages 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
5Sample of Creative Units
6Key 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
7Recommendations
- 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
8Overall Campaign Results
9Brand 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
10Brand 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
11Frequency Analysis
12Exposure 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
13Exposure 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
14Segment Analysis
15Gender
n1,262
16Gender 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
17Gender 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
18Gender 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
19Alcohol Drinkers
- 94 of the exposed sample report that they drink
alcohol
n1,262
Segments based on question Do you drink alcohol?
20Alcohol 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
21Alcohol 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
22Alcohol 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
23Vodka 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?
24Vodka 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?
25Drinking 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?
26Drinking 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
27Drinking 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
28Drinking 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
29Media Analysis
30Media Analysis Brand Metrics
- All three properties in the plan contributed to
the success of the campaign
31Creative Analysis
32Creative 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
33Creative 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
34Appendix
35Definition 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?
36Definition 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
37About InsightExpress
38About Insight Express
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40Attribution/ For QuestionsYour InsightExpress
Team
Report Author Molly Hislop mhislop_at_insightexpres
s.com (678) 977-0485 Project Manager Julie
Wu jwu_at_insightexpress.com (415) 321-3713