Zovirax Case Study Italy Case Studies

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YouTube Confidential and Proprietary

Zovirax Case StudyMilan, Italy May 2012


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Overall summary

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A Multimedia campaign was launched by GSK in Nov-Dec2011 to sustain the brand awareness and intention to use

of the Zovirax LFE product (against lips herpes). The 3

focus targets were: 18-54, 25-45 and women 18-34

The campaign reached 66% of the 25-45 population. 43%of the Youtube reach for the focus target was incremental.

On the focus target 25-45 both campaign creativity andcross media worked to achieve the marketing objectives:

brand awareness, brand image and intention to use

increased after the campaign (+ 9 points intention to buy on

TV&YT vs not exposed)

On the focus target 25-45 the campaign was muchmore effective in being recalled and recognized, when itwas delivered both on YT and TV (campaign recallTV&YT was higher by 34 points vs not exposed and 13points vs exposed Only TV)


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Agenda

1. Campaign details and media scheduling2. Campaign delivery - R&F analysis3. Brand response - brand awareness and brand image4. Advanced campaign delivery Cost efficiency analysis5. Addendum: research structure


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Campaign Details

Media Plan

YouTube

28thNov 27thDec. 2011

TV4th 18thDec. 2011

Target 18-54 25-45 Women 18-34Campaign scheduling 28thNov 18thDec 2011Campaign spend TV: NA On line: NA (Youtube: NA) Others: NA

Brand

Campaign ObjectivesSustain brand awareness and brand image for

Zovirax Labiale Flacone Erogatore (ZoviraxLFE)

27 Nov. 4 Dec. 11 Dec.


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Agenda



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Overall Campaign Delivery Summary

Population:52.172.000

Campaign delivery: combined YT & TV

Audience: 34.972.000

Audience Reach: 67,0%Average exposure: 4,3

GRP: 289,5

Period: 28thNov- 18thDec 2011

Target14+

Source:NielsenDec2011


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A. Zovirax Campaign Summary

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Total Audience of the AD: 12.345 K

Reach: 66%Total frequency AD: 4,3

- Tot AD Reach : 1.654 K

-AD avgfrequency: 5,7

3,8% 5,0% 57,2%

25-4518.691 K

- Tot AD Reach : 11.627 K


Unique YT= 718 K

936 K saw both the AD

Total Reach = 66%

Period: 28thNov. 18hDec. 2011

Campaign reach was 66% on the 25-45 target. 4% of the total reach was obtained thanks to YT.



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YouTube Reach Analysis

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- Tot AD Reach : 1.654 K = 100%


43,4% 56,6%UniqueYouTube = 718 K

936 K saw both the AD

43% of YouTube reach on the focus target was incremental.

25-45


Period: 28thNov. 18hDec. 2011


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Agenda

1. Campaign details and media scheduling2. Campaign delivery - R&F analysis3. Campaign recall and impact on Brand KPIs4. Advanced campaign delivery Cost efficiency analysis5. Addendum: research structure


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Campaign recall and recognition

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28%

49%

43%

62%

Campaign recall

50%

66% 69%

75%

Campaign Recognition

+25 %+34%

25-45

Q10. Over the past 30 days, do you recall watching, listening to or reading any form of advertising for Zovirax LFE?Sample size: Those who said they know Zovirax LFE

Q12. Please watch the following ad and reply to the questions. Do you recall ever watching this or a similar advertisement for Zoviraz LFE?Sample size: Not reached (450) Reached by total camapign(1.176), Reached exclusively by TV (361), Reached exlusively by YT(480), Reached by both TV and YT (335)* Only for a qualitative use.


The campaign was much more effective in being recalled and recognized, when it was delivered both on YT and TV


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Zovirax LFE - Brand awareness KPIs

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3% 6% 4% 6%

Top of mind

4% 9% 7% 7%

Spontaneous Awareness

58%

67% 65%

71%

Aided Awareness

+3 p.p. +3 p.p.

+13 p.p.

25-45

Q4. When thinking about products against lips herpes, which brands/companies come to mind?Q5. Have you heard of the following brand?Total sample: No Exp 450, Exp total campaign 1,176, Exp TV only 361, EXP YT only 480, exp TV+YT 335

When TV worked togheter with YouTube the campaign was stronger in increasing presence in mind of thebrand


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Zovirax LFE Favourability and intention to buy

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66% 68%69%

77%

Brand Favourability

Q6. How would you describe your overall opinion of Zovirax LFE?Q8. How likely are you to consider to use each of the following brands?Top 2 boxes (very+somewhat).Sample size: People who have heard (Q5)

58% 60%63%

67%

Intention to buy

+11 p.p.

+9 p.p.

25-45YT+TV deliver the highest increase both in brand favourability and intention to buy


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YouTube Confidential and Proprietary 13

50%

38%41%

57%

51%

42%

54%

60%

48%

64%

58%

44%

51%

63%

55%53%

55%

65%

55%

65%

56%

44%

52%

61%

56%

51%

57%

61%

55%

65%64%

52%55%

64% 63%

54%

58%

67%

57%

73%

It's a brand Iwould

recommend

It's a branddifferent from

the others

It's a brand forpeople like me

It's a brand Iknow well

It's a brand thatoffers an

immediate

solution

It's aninnovative

brand

It'srecommended

by the

pharmacist

It's a trustworthybrand

It'srecommended

by the doctor

It's an effectivebrand

Zovirax LFE - Brand image25-45

Sample size: people who know the brand (Q5)

Q11. Please indicate how strongly you agree or disagree with the following statements

When TV worked together with YouTube brand image improved the most. In particular brand recommendation,personal relevance and uniqueness improved considerably.c


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Agenda



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Cost efficiency calculation

Cost effectiveness in this case is defined as the

effect that each !invested has on brand KPIs.

! Reached Not ReachedInvestment

x reach

= 100

= xxx

Normalization

TV

Integrated campaign(TV & internet)

TV only

TV + YT


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Mezzi !50 !100 !150 !200

!500 !!" !$% &' ((!1.000 !!( !!" !$) !$%!1.500 !"$ !!* !!" !$&!2.000 !"! !!( !!' !!"

18-54

100

Efficiency Index on Intention to buy

TV only

Youtube Investment (!000)

Integrated Campaign(TV+YT)

TVinves

tment(!0

00)


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Agenda



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1) Incremental Reach - Fusion on the fly

Week 5

PRE POST

Panel ONLINE

Nielsen NetViewPanel TV - off line

Nielsen Arianna+

ReachFrequency

=HomeScanNielsen Consumer

Through Datafusion

ReachFrequency

CampaignTagging

Week 4Week 3Week 2Week 1

AD ON AIR

AD ON LINE

Real exposure


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2) Ad Effectiveness Online survey

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ON LINE SURVEY( email)

pre post

TV detailed exposure + brand response + AD evaluation Data collected over the weeks

1) Brand response pre post2) Brand response over different levels of exposure:

TV exposure (HML probability, based on media consumption habits) ON line / YT exposure (real exposure) + exposure frequency ON line + TV exposure

compared to not exposed

3) ADV evaluation

Week 5

PRE POST

CampaignTagging

Week 4Week 3Week 2Week 1

AD ON AIR

AD ON LINE

Zovirax Case Study Italy Case Studies

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