A case study demonstrating the potential ROI for a brand invested in product placement. The entertainment content is a music video by Sean Paul.

1. ROI Case Study
Brand Integration
Music Video
HOLLYWOOD BRANDING l 9701 WILSHIRE BLVD. 10TH FL l BEVERLY HILLS, CA 90212 l 424.201.5464 | WWW.HOLLYWOODBRANDING.COM

2. Music Video Brand Integration
Sean Paul “She Doesn’t Mind”
“She Doesn’t Mind”
music video was filmed
in November 2011.
Two brands integrated
in the video included
Remy Martin VSOP
Cognac and Royal
Purple Motor Oil.
Both brands received
at least 8 seconds of
exposure .
View Music Video Here
HOLLYWOOD BRANDING l 9701 WILSHIRE BLVD. 10TH FL l BEVERLY HILLS, CA 90212 l 424.201.5464 | WWW.HOLLYWOODBRANDING.COM

3. ROI – Product Placement/Brand Integration
Rate of Return
21 Days After Video Launch
Rate of Return: 1047.50%
42 Days After Video Launch
Rate of Return: 1175%
82 Days After Video Launch
Rate of Return: 2577.50%
HOLLYWOOD BRANDING l 9701 WILSHIRE BLVD. 10TH FL l BEVERLY HILLS, CA 90212 l 424.201.5464 | WWW.HOLLYWOODBRANDING.COM

4. ROI – Product Placement/Brand Integration
Emotional Impact on Audience*
21 Days After Video Launch
Audience Reach - 4.2 Million
Positive Feeling from Placement - 2.19 Million
Influenced to Purchase - 1.42 Million
42 Days After Video Launch
Audience Reach – 8.6 Million
Positive Feeling from Placement – 2.96 Million
Influenced to Purchase – 1.42 Million
82 Days After Video Launch
Audience Reach - 22.2 Million
Positive Feeling from Placement – 11.55 Million
Influenced to Purchase – 7.53 Million
*Positive Feeling and Influenced to Purchase metrics based on a formula created and tested by Nielsen during a marketing focus group study.
HOLLYWOOD BRANDING l 9701 WILSHIRE BLVD. 10TH FL l BEVERLY HILLS, CA 90212 l 424.201.5464 | WWW.HOLLYWOODBRANDING.COM

5. ROI – Product Placement/Brand Integration
Decreasing CPM Over Time
CPM Based on Audience Reach CPM Based on Influenced to Purchase
21 Days After Video Launch
CPM for Audience Reach - $4.75 $16.00
CPM Based on Influence to Purchase - $14.00
$14.05
$12.00
42 Days After Video Launch $10.00
CPM for Audience Reach - $2.32
CPM Based on Influence to Purchase - $10.36 $8.00
$14.05
$6.00
82 Days After Video Launch $10.36
CPM for Audience Reach - .90 Cents $4.00
CPM Based on Influence to Purchase - $2.65
$2.00 $4.76
$2.32 $0.90 $2.65
$0.00
12/15/2011 1/6/2012 2/17/2012
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6. Branding Experts Speak Out on Product Placement
A Good Investment for Brands
A year ago a Royal Purple truck appeared in Traditional product advertising — full-page magazine
the movie Salt. ads and 30-second television commercials — may be
going the way of the rotary phone.
In the film, Angelina Jolie jumps on to the
truck during a chase scene. Emerging concepts such as crowdsourcing, viral
Internet campaigns, product placements and guerilla
It’s been more than a year since the movie promotions will dominate the marketing and
released and I have yet to have a week where I advertising landscape in 2012 and beyond.
didn’t get at least one call or email from
someone telling me they’d seen the placement Traditional expensive advertising is no longer
in the film. effective given all the clutter, as well as the
emergence of technologies, like digital video
Not only that, product placement is the only recorders, that block the ads from even being viewed,
form of ‘advertising’ that has a decreasing much less absorbed, by consumers.
CPM over time.
Dr. Seethu Seetharaman, PhD
Mark McFann – Royal Purple Motor Oil Professor of Marketing, Olin Business School
August 2011 Washington University, St. Louis, MO
December 2011

7. Contact Us
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8. Hollywood Branding Entertainment Nation
International Trump Building
9107 Wilshire Blvd. 40 Wall Street
10th Floor 28th Floor
Beverly Hills, CA 90212 New York, NY 10005
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