You tube case study –italymay2010

YouTube Confidential and Proprietary
A YouTube Case Study – Italy
May 2010

Background Information
Gillette Fusion power has few competitors other than other Gillette
variants in the Market; as such driving adoption of new brand variants
is key to the brands success.
Driving traditional brand KPIs is exceptionally difficult given the non
competitive environment
The aim of the campaign was to build awareness and association of
Gillette with the “Future Champions” of Italian Soccer.
With the 2010 World Cup imminent the aim was to foster brand
engagement amongst emerging shavers (Males aged under 25)
The Future Champions campaign was an extension of the global
Gillette Champions campaign. The campaign was a large multimedia
campaign including strong digital interactive elements, YouTube and
Search advertising,
The following research study with MetrixLab was conducted to
understand the overall effectiveness of the campaign and understand
the Return on Marketing Investment and contribution of the
individual media with in the mix,

33
Campaign Reach
Campaign details

Radio Print and TV figures
delivered by Starcom
Online and YouTube derived
from Metrixlab tracking tags
Direct Mail based on
recognition
Campaign and individual media reach

YouTube was the cheapest media in terms of reaching the
target population.
Reaching 1% of the target population on YouTube was 7.3
times cheaper than on TV
Cost per %pt reached
(indexed to TV)
Cost per percentage pt reached

TV Ads
Reach
71%
YouTube Ads
Reach
17%
6%
incremental reach
through YouTube
TV contacts
YouTube contacts35% of those exposed
to YouTube had no
contact with the TV
campaign
Within the overlap
group more than half
had less than 5
contacts with the TV
campaign.
Incremental net reach of YouTube

17%
reach
Age
Demographic profile of YouTube reach
YouTube was particularly successful at delivering* against the core target
audience of under 25s

Online only
Reach
14%
YouTube only
Reach
10%
7%
Overlap
contacts
Online contacts
Adding YouTube to a digital media buy does not significantly cannibalise other
digital channels.
Total Digital
reach 31%.
Net Reach of YouTube and other Online properties

99
Campaign Reach
Campaign details

Pre vs. Post campaign analysis
The campaign at a total level has been successful at increasing brand &
product awareness as well as successfully driving the main campaign message

111
Campaign Reach
Multimedia Analysis

Brand Effect
Cost Efficiency
=
Effect in exposed
Group
Effect in control
Group
=
Investment
*Effectiveness Media Reach
Understanding Multimedia effect and efficiency

Key Brand Metrics
Brand effect of TV & YouTube
YouTube, and especially YouTube in combination with TV drives a strong
branded effect across the major Brand KPIs for Gillette
Brand Effect

Key Brand Metrics
Cost Efficiency of TV & YouTube
YouTube is significantly more cost efficient than TV at delivering a
branded effect.
Cost Efficiency
YouTube and TV in combination are significantly more cost
efficient than TV alone.

Key Campaign and Brand Image Statements (strategic equities)
Again YouTube, and especially YouTube in combination with TV drives a very
significant uplift across the key campaign metrics.
Brand effect of TV & YouTube
Brand Effect

1
Cost Efficiency of TV & YouTube
YouTube is significantly more cost efficient than TV at fostering an
association of Gillette and soccer.
Cost Efficiency
YouTube and TV in combination are significantly more cost
efficient than TV alone.
Key Campaign and Brand Image Statements (strategic equities)

Impact of frequency of TV & YouTube
Initial exposures on YouTube are significantly more potent than on TV. TV
relies heavily on increased frequency
TOMA: Gillette
Frequency
Effect
Frequency
Effect
Understands young
sportsmen
Effect
Frequency
Shares my interests

TV
YouTube
Initial exposures on YouTube are significantly more potent than on TV.
Top of Mind Brand awareness Gillette

TV
YouTube
Initial exposures on YouTube are significantly more potent than on TV.
Shares my interests

YouTube delivers 6% incremental net reach
over TV
YouTube was highly effective in delivering
against brand KPIs
YouTube is between 6 and 12 times more
cost efficient than TV – depending on brand KPI
And used together deliver up to 2 times the
cost efficiency of TV
YouTube delivers effect at a lower frequency
than TV
Summary

Cristina Guisasola; Media and interactive Manager – Proctor and Gamble; Italy
Understanding what combination of Online and Offline media is optimal for
driving consideration and loyalty of our brands is of key importance for the
business. This research indicates the need for us to diversify our media
allocation and invest more into digital where we now know we can drive a
richer level of engagement with our core audiences at a lower cost than we can
with traditional media.
We always strive to fully incorporate digital channels into the mix. The internet
is now a true mass market phenomena and able to effectively deliver targeted
reach. What this research now shows us is how exactly digital media can be
highly effective combined with traditional media. Thanks to the data we now
have we are now even more confident in recommending increased digital
investments and a more balanced mix with traditional media.
Roberto Carnazza; Director– Starcom Mediavest; Italy
Testimonials

224
Campaign Reach
Methodology

All banners of the online advertising campaign were tagged with MetrixLab’s proprietary banner tracking technology.
Every time a banner or video is served to a visitor a cookie is automatically placed on the computer of this visitor. The
cookie contains information about which advertisement was served, what time and date it was served, from which site it
was served, which other banners of the campaign were served and how often they were served.
MetrixLab cookies are dropped
and updated every time the
Gillette masthead or ROS
advertising appears on
YouTube.
Understanding YouTube exposure
Methodology – Step 1

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 Starcom
Media), and using recognition of advertising creative as a corrective measure, OTS (opportunity to see) scores are
generated for each respondent in the respondent base .
Groups of respondents are formed on the basis of their media exposure and are statistically levelled/weighted to
remove any bias that might occur due to the self selective nature of media.
Understanding TV exposure exposure
Actual media plan
is matched with
individual
respondent TV
consumption to
create an
“OpportunityTo
See” score (OTS).

MetrixLab uses a control-exposed methodology to measure the branding effect of advertising campaigns.
Exposure to different media groups are simultaneously sampled and their response compared. Because
both groups are a random sample from the same population, the groups are statistically comparable across
key demographic indicators.
EXPOSED
UNEXPOSED
Survey:
• Branding Effects
• Communication
Effects
• Background
characteristics

You tube case study –italymay2010

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