At the Advertising Research Foundation’s (ARF) 2011 annual re:think convention, a key issues forum presentation was held entitled CONSUMER –BRAND RELATIONS IN A 360° WORLD. The panelists used the example of Dove Campaign for Men in order to compare research programs to research projects, and measure cross media platforms using techniques such as logit regression. Panelist included, Tomas Emmers-Director of Consumer and Market Insights at Unilever, William Pink-Partner, Client Solutions at Millward Brown, & Jennifer Kelly-Client Consultant at Dynamic Logic. The panel was moderated by Jim Figura-VP, Global Consumer Insights at Colgate-Palmolive Co.

1. CONSUMER – BRAND
RELATIONS IN A 360° WORLD
Moderator
Jim Figura
VP, Global Consumer Insights
Colgate-Palmolive Co.

3. Pulling the Pieces Together:
Measuring the Dove for Men Launch
Tomas Emmers William Pink Jennifer Kelly
Director of Consumer Partner, Client Consultant
and Market Insights Client Solutions Dynamic Logic
Unilever Millward Brown

4. Introduction of Dove for Men

5. Introduction of Dove for Men
An Integrated 360 Campaign
• January of 2010, Dove introduce its new line of
Men’s personal wash
– Phased approach, initially aiming to raise awareness among women
and later targeting men through a Super Bowl sponsorship and
subsequent male-targeted advertising
– The specific media included TV advertising, print placements, and
online banner and videos
Dove’s Integrated Media Plan
January 11-April 30

6. Introduction of Dove for Men
Unique Challenges
• Potential barrier of Dove’s history as a brand
for women
– The strategy of the campaign to position Dove Men-Care
as a brand for men was explicitly working against Dove’s
own brand history as a brand for women
• The campaign included a massive, non-
repeatable investment in sponsorship of the
Super Bowl
– Isolating the effect of the sponsorship, while
understanding what the other media contributed,
was critical

7. Approaching Cross Media Measurement
Research Programs Instead of Research Projects
• Measurement of 360° multi media campaigns is a
business imperative, yet we still wrestle with
deciding which of the many research tools are
ideally suited for this
– How can we best incorporate broad reach media and low
reach, targeted media in the same research?
– How can we ensure we are being media neutral, especially
when the media are delivered simultaneously?

8. Approaching Cross Media Measurement
Research Programs Instead of Research Projects
• Too often we approach cross media evaluation
through independent research projects
– Lots of noise talking past each other about the values of
brand tracking, cross media research, ROI modelling, etc.
• Research solutions all have their own benefits and
drawbacks, but when brought together to measure
a campaign they tell a very powerful story
– The insights generated by these tools complement each
other and provide combined insights that far surpass what
they can answer individually

9. Evaluating the Success of the Launch
First Principles of our Research Program
• We need both a WIDE lens to look across
multiple media as well as a DEEP lens to look to
within particular media
• Different media work differently to achieve
different objectives
• Whenever possible, we compare findings against
prior launches and databased results

10. Evaluating the Success of the Launch
Research Program Analytic Techniques
• Upfront creative • Matched cell comparisons
evaluations before launch of like consumers exposed
• Ongoing tracking to ensure to the campaign
we understood consumer • Logit regressions to identify
perceptions before, during marginal contributions and
and after launch diminishing returns with
• Cross media research to increased frequency
understand the unique • Structural equation models
and synergistic effects to estimate direct and
of the media indirect effects of the
• Digital deep dive to see campaign, and drive
which sites and creatives scenario testing
were working

11. In National Tracking, the Democracy
Campaign Drove Awareness and Intent
February was Dove Men's heaviest
Total brand awareness month in terms of support - and
where we saw the greatest growth
Top 2 Box Purchase Intent
First Choice Purchase Intent
October November December January February March April
"Ghost" Reads Female-Targeted Dove Men's TV and Digital
Pre-Launch TV Activity Heaviest Month: Activity Continue
Super Bowl, Print,
TV & Digital Activity
*Source: : Millward Brown Male Personal Wash Tracker

12. Incremental Awareness: Comparison
to Other Male Product Launches
1st Quarter TRPs 2nd Quarter TRPs
and Growth from and Growth from While Dove did not
Brand Baseline Baseline reach the same level
Dove Men + Care
+40% +90% of awareness after 6
TRPs: 387 TRPs: 254
months as other
+23% +21%
Competitor 1
TRPs: 354 TRPs: 290
launches, it did show
+3% +9%
the largest increase
Competitor 2 in awareness from
TRPs: 313 TRPs: 436
+5% +5% the ghost level
Competitor 3
TRPs: 364 TRPs:78 (nearly doubling its
Competitor 4
+21% +20% base level)
TRPs: 447 TRPs: 252

13. Matched Cell Comparisons: Big Effects
Within the Footprint of the Campaign
Online, in combination with exposure to other media,
drove incremental impacts more consistently than
in previous launches
Comparison of Results: Dove CrossMedia Studies
Dove Campaign A 2009 Dove Campaign B 2009 Dove for Men 2010
Test Brand: Dove Test Brand: Dove Test Brand: Dove Men+Care
Target: Females 18-49 Target: Females 18-49 Target: Adults 25-54
TV + TV + TV +
TV + TV + Print + TV TV + TV + Print + TV TV + TV + Print +
TV Only Online Print Online Only Online Print Online Only Online Print Online
A B C D A B C D A B C D
Aided
Brand          AC  AC
Awareness
Purchase
  A       A  
Intent
= Improvement over the control group  = No change over the control  = Decline from the control group

14. Logit Regressions: Each Media Performed
Differently at Distinct Frequency Levels
● The marginal effects of TV and Print to awareness are greater than online and are
maximized at lower frequency levels
● Online contributes to awareness at a slightly increasing rate with
increasing exposures
9.00%
Print
Media Effectiveness Aided Brand Awareness Online
8.00% Maximized
Aided Brand Awareness TV
7.00%
Marginal Contribution
Aided Brand Awareness: Print
6.00%
5.00%
TV
4.00%
Media Effectiveness
Maximized
3.00%
Online
Media Effectiveness
2.00% Continues Growth
1.00%
0.00%
0 1 2 3 4 5 6 7 8 9 10
Frequency of Exposure
Source: Dynamic Logic Study/Dove Democracy, Female Audience

15. Digital Deep Dive: Drew Brees Creatives
Drove Awareness and Messaging
Unaided Awareness Message Association Purchase Intent
Creative CPM Relative Relative Relative Relative Relative Relative
Themes Effect Efficiency Effect Efficiency Effect Efficiency
Drew Brees 1 1 2 1 1 2 6
Steam 4 2 1 6 5 1 1
Women’s Flash 7 7 7 7 7 5 2
Tackle Dry Skin 5 5 5 5 6 3 3
Men’s Flash 6 6 6 4 4 6 5
Manthem 3 4 3 2 2 7 7
Wakey Wakey 2 3 4 2 3 4 4

16. Structural Equation Models: Identification and
Functional Benefits Drove Intent
Males Brand Attributes
Education on specific properties Relative Impact on Purchase
drove identification, which Intent Among Males
ultimately motivated males
New
cleaning 0.17 Relative
Rank Attribute
Fights Impact
Dry Skin Understands
needs 1 Is the right choice for me 8.7%
0.33 Provides a deep clean without leaving
0.46 2 you dry like other soap
4.5%
Cares for
my skin 0.05 Purchase 3 Cares for my skin 2.5%
Deep clean Intent
without 0.39 Is a brand that truly understands the
drying, like 4 needs of men
2.0%
other soap 0.29
5 Is a new cleansing product for men 1.6%
0.06
0.25
Right choice
6 Fights dry skin 0.8%
for me
*Source: Dynamic Logic Cross Media Study

17. Scenario Testing: Removing the Super Bowl
Would Drop Unaided Brand Awareness
• Keeping the Super Bowl in conjunction with magazines showed potential
to help grow salience
• Changes to Non-Super Bowl TV resulted in minimal change to key metrics,
again suggesting cross-channel exposure was important for males
120
Unaided Brand Awareness
110
110
Actual Media Plan
Indexed Against
Index=100
100
Scenario B:
Keep Super Bowl, Add
90 Newsweek and Time
issues weeks 1-5
80
80
Scenario A:
70 Drop Super Bowl

18. Approaching Cross Media Measurement
Key Take-aways Driving Future Decisions
• Pre-test as many assets as possible to
insure optimization
• We will continue to drive for men association with
functional messaging
• Drive Branding in the very cluttered environment
• A big splash with effective assets is critical to
jump start
• The synergistic effect of multiple media channels is
driving success