Eddie Bauer Online Campaign
Builds Brand Recognition
A recent online marketing campaign generated significant increases in
key branding metrics for Eddie Bauer. The specialty retailer launched
an exclusive online partnership with MSN® to introduce consumers to
its high-quality line of versatile and classically styled apparel.
The veteran retailer also learned more about how traditional branding
metrics can be used to measure the powerful branding effect of
online marketing. A recent study of the campaign showed that online
advertising environments featuring new UAP ad units created a better
ad experience for users. Users found these new ad campaigns more
interesting and appealing.
UAP ad units prove effective in building brand
awareness
Branding metrics such as brand awareness, message association and
purchase intent are crucial performance indicators that give a more
complete picture of consumer’s brand interactions and purchase
intentions. The UAP ad units proved to be effective for increasing key
branding metrics, and clearly outperformed the standard banners in all
measured ad diagnostics. They generated:
• Increased unaided brand awareness
• Higher web advertising awareness
• Greater recognition by respondents
Respondents exposed to the UAP ad units were
significantly more likely to take action, including:
• Call toll-free Eddie Bauer number for more
information: +3% points increase (21% lift)
• Apply for an Eddie Bauer credit card:
+5% points increase (62% lift)
Key branding metrics results
Awareness
By measuring increases in brand awareness, Eddie
Bauer was able to quantify that more consumers are aware of Eddie
Bauer’s extensive life-style product lines, and are likelier to consider
Eddie Bauer when they are looking for apparel or home furnishings.
In this study, unaided awareness and brand-linked Web ad awareness
both increased significantly. The Eddie Bauer UAP ad units are reaching
consumers and increasing critical top-of-mind awareness.
Recall and Consideration
Consumers were increasingly aware of the Eddie Bauer brand, and
remembered key messages about the company and product offerings.
Eddie Bauer’s brand imagery in terms of offering good-looking
outerwear and jackets not available elsewhere was significantly higher
among respondents exposed to the UAP ad units. Eddie Bauer also saw
important increases in purchase intent. Historically, purchase intent is
a critical indicator of actual consumer purchase behavior, and is also
the hardest to move/influence.
• Ad recognition: +13% increase (56% lift)
• Purchase consideration: +5% increase (13% lift)
• Online ad awareness: +9% increase (40% lift)
Background of the Ad Effectiveness Study
MSN partnered with Millward Brown IntelliQuest to conduct this Ad
Effectiveness Study. Study respondents were recruited from live
MSN channel pages prior to and following the launch of the new site
designs. The new site designs incorporated the UAP interactive units:
• 728x90 (Super banner)
• 300x250 (Large rectangle)
• 160x600 (Wide skyscraper)
• 180x150 (Small rectangle)
The UAP ad units are attracting
the attention of respondents and
increasing top-of-mind awareness.
MSN worked with two major marketers. The study ran across
6 MSN channels: Autos, Astrology, CityGuides, Games, Mobile,
and MSNBC.
Conclusion
Online advertising plays an essential role in building important
brand awareness and lifting consumer purchase intention.
Eddie Bauer’s UAP ad units have proven to be especially
effective in building key brand awareness and purchase
consideration with their potential customers.
Through their WeatherEdge campaign, Eddie Bauer was able
to connect with their target audiences and drive significant
branding performance improvements. Marketers should utilize
these new UAP ad formats to expand the impact of their own
brand building efforts.
© 2004 Microsoft Corporation. All rights reserved. Microsoft, MSN, and the MSN logo are either registered trademarks or trademarks of Microsoft Corporation in the United states and/or other countries.
The names of actual companies and products mentioned herein may be the trademarks of their respective owners.