IAB Brand Engagement Study 2007 - Haircare
Conducted by Carat Insight for the IAB
IAB Brand Engagement Study objectives
•
To demonstrate the ability of internet
advertising to drive engagement
•
To measure the effects of internet advertising
on brand strength relative to other media
•
To identify how internet advertising works
alongside other brand contacts to increase
brand consideration
What do we mean by brand engagement?
Communications
Engagement
Brand
Engagement
Media
Engagement
What Brands want to know:
Does Internet Advertising drive
brand engagement?
Brands included in this study
Elvive
Herbal Essences
Fructis
Pantene
Aussie
Connecting brand contacts to engagement
- the basic idea for the IAB study
Brand Contacts
Internet ad
Websites
Attitudes to shampoo
brands
Natural
TV ad
Outdoor ad
Press ad
Direct Mail
For my hair
News Stories
Product Reviews
Promotions
Family
Sponsorship
Events
Word of Mouth
Fresh
Product Usage
Product Experiences
Service Experiences
NO EFFECT
Shampoo
Brand
Engagement
Integrated Communications Evaluation
3 Components of “ICE”
Associative
Networks
Quantitative
Research
Multivariate
Modelling
Qualitative research
To define conceptual model of
engagement for category & test
brands
PHASE 1
To capture data on brand
To build model of drivers
engagement metrics and
of brand engagement &
on all recent contacts
identify relative impact of
with test brands
different contacts
PHASE 2
PHASE 3
How women who are interested in
beauty choose brands
Quantitative Sample
•
1000 interviews amongst 20-60 year old, ABC1C2 women
•
Agreeing with at least 4 out of the following statements:
•
I only buy exotic bath products
•
•
I only buy the best makes / labels in life
•
•
I regularly visit a beauty salon
•
•
I spend hours pampering myself
•
•
I only drink expensive wine
•
•
I like splashing out on beauty products
•
•
I keep up to date with the latest fashions
Overall, these women categorise toiletries on a
continuum from ‘everyday’ to ‘luxury’
Mouthwash
Body lotion
Exfoliants
Bath Salts
More everyday
More luxury
Haircare
Toothpaste
Makeup
Face creams
Unusually Shampoo/haircare products encompass both
ends of the spectrum
The condition & appearance of their hair is almost more
important to these women than make up
Choosing shampoo - The never ending journey…?
•
These women appeared to enjoy the amount of choice
available to them
•
Few feel as if they have arrived at a perfect solution
•
The amount of ‘claims’ by brands forces a large amount
of self-diagnosis regarding their hair
•
Whilst this can cause some anxiety, most enjoy the
choice and tend to believe that there could be a better /
more effective product somewhere in the market
•
They are inveterate trialists……..
Prompts for purchase
External
Messages
What ‘I’ want
•
•
•
•
•
The desire to ‘switch’
products
Change in hair ‘state’
Whimsical
Habitual
Part of same range as
existing product
•
•
•
•
POS offers
New product claim
Read review/news
WOM
No set process for decision
making, any of these factors
can be most influential at each
purchase occasion
Magazines & TV are cited as the main sources of
information about the category, but the internet plays a
role too
Magazines
•
TV
•
•
•
•
Primary source of ad
messages
Celebrities used to ‘sell the
dream’ of great hair – not
always believed
Some resistance to overly
scientific content
Heavyweight campaigns have
potential for ‘overkill’
•
•
Highly accepted source of new product
info
Praised for educational messages and
free samples
Good fit between ‘me time’ usage of
magazines and haircare category
Internet
•
•
Currently used to pro-actively source
information about products
Also some incidence of reading news,
reviews online
Personal recommendations are often the key to
choice
•
Word of mouth also a much valued
source of information on the haircare
category
•
Hairdressers tips/recommendations
•
What’s worked for friends/family
•
Also receptive to positive/negative
comments about their own hair
•
Will change/stick with their shampoos off
the back of this
Online advertising also reaches a good
percentage of the target audience
39 advertisements were tested across 3 media
• 9 TV ads
• 15 press ads
• 15 online ads
Online
Av % reach per ad
Magazines
TV
0%
10%
20%
30%
40%
50%
60%
70%
Understanding their brand
engagement system
10 Engagement Factors
Made up of 25 brand perceptions
Good for them
This brand is aimed at people like me
This brand has a good shampoo/conditioner for my type of hair
Using this brand makes me feel I’m looking after myself properly
Natural
Brand X is a fresh brand
This brand uses natural ingredients
Generally Good
Scientific
Brand X is a feminine brand
Brand X is for all the family
This brand makes your hell smell great
This brand uses scientifically developed
ingredients
Brand X is a modern brand
Value
This brand’s products are reasonable priced
This brand is for everyday use
This brand is for special occasions
Brand X is on offer a lot
15.4%
Brand X
Engagement
2.4%
Marketing
This brand is endorsed by celebrities I trust
Brand X does a lot of advertising
Packaging
Quality
This brand’s packaging looks good
The design of Brand X’s packaging makes it
easy to use
Brand X is a quality brand
The effects of this brands' products tend to
stop working quite quickly
Range
This brand is always bringing out new products and ranges
This brand has a good range of products for all types of hair
This brand has a styling range that works well
Trust
I can always trust this brand to work on my hair
I do not believe the claims made in this brand’s advertising
25 attitudes feature in the haircare brand
engagement system
I can always trust this brand to work on my hair
27.9%
Brand X is a quality brand
18.0%
This brand has a good range of products for all types of hair
9.4%
This brand has a styling range that works well
7.4%
Using this brand makes me feel like I am looking after myself properly
6.2%
This brand has a good shampoo/conditioner for my type of hair
6.2%
This brand makes your hair smell great
5.4%
This brand is aimed at people like me
2.9%
Brand X is a fresh brand
2.6%
Brand X is for all the family
2.5%
This brand is for everyday use
2.1%
This brand is always bringing out new products and ranges
2.0%
Brand X is a feminine brand
Brand X is a modern brand
This brand is for special occasions
This brand uses natural ingredients
Brand X does a lot of advertising
This brand is endorsed by celebrities I trust
This brand’s packaging looks good
The design of Brand X’s packaging makes it easy to use
The brand uses scientifically developed ingredients
This brand’s products are reasonably priced
Brand X is on offer a lot, (e.g. 3 for 2, buy one get one free etc)
The effects of this brand’s products tend to stop working quite quickly
I do not believe the claims made in this brands advertising
1.7%
1.7%
1.5%
1.2%
1.2%
1.2%
1.0%
1.0%
1.0%
0.4%
-2.1%
-3.7%
Top 7 attitudes account for 80% of brand
engagement
I can always trust this brand to work on my
hair
27.9%
Brand X is a quality brand
18.0%
This brand has a good range of products
for all types of hair
This brand has a styling range that works
well
9.4%
7.4%
Using this brand makes me feel like I am
looking after myself properly
6.2%
This brand has a good
shampoo/conditioner for my type of hair
6.2%
This brand makes your hair smell great
5.4%
Measuring the impact of
brand contacts
Source of Brand engagement
100%
90%
80%
47.90%
Enagagement drivers
70%
60%
50%
40%
30%
52.20%
20%
10%
0%
Net Cont - 5 Brand av
Base engagement factors
Marketing communications account for 30% of
change in engagement
100%
90%
30%
All marketing comms effects
80%
100%
90%
70%
80%
11%
47.90%
70%
60%
60%
40%
30%
4 Competitors Brand
Experiences
50%
50%
40%
52.20%
20%
30%
59%
10%
20%
0%
Test Brand Experiences
Net Cont - 5 Brand av
10%
0%
Net Cont - 5 Brand av
Within experiences, positive effects on respondents
hair is the biggest driver
100%
Brand - seen / bght on offer
100%
80%
90%
30%
Brand - used other prods in
range
80%
70%
60%
Brand - WoM & reviews
11%
60%
Brand - good feeling from
50%
40%
40%
30%
Brand - good effect on hair
59%
20%
20%
Brand - gen +ve
10%
0%
0%
Net Cont - 5 Brand av
-20%
Brand - gen -ve
The 4 Competitors’ communications have a
larger combined effect than test brand
35%
30%
100%
90%
30%
25%
80%
70%
20%
11%
23%
4 Competitors. Brand
Comms
60%
15%
50%
40%
30%
(5.8% per
competitor)
10%
Test Brand Comms
59%
5%
20%
8%
10%
0%
0%
Net Cont - 5 Brand av
Net Cont - 5 Brand av
Competitor webpages are the largest influences
100%
100%
90%
90%
Comp Web page
32.1%
80%
80%
70%
70%
Comp Online
60%
60%
14.4%
50%
50%
40%
19.4%
30%
Comp Mag ads
40%
20%
30%
10%
0%
20%
Net Cont - 5 Brand av
10%
0%
Comp -TV ads
33.5%
Online ads & webpages together account for
35% of each brand’s effects
100%
100%
90%
90%
26.6%
Brand Webpage
80%
80%
70%
70%
8.5%
3.3%
60%
Brand Online ads
60%
50%
50%
40%
Brand Mag ads
30%
40%
20%
30%
10%
0%
20%
Net Cont - 5 Brand av
10%
0%
62.2%
Brand TV ads
Women seeing a brand’s online ads are 3.5 times
more likely to see its webpage
% visiting brands website
40%
35%
30%
25%
20%
35%
15%
10%
5%
10%
0%
Not seen brands ads
saw brands ads
Which collection will make you shine?
Which online creatives worked best?
•
The most successful online ads talked about
helping people find out what was right for
them
•
•
These ads linked through to a website designed
to help identify the right product for them
Many ads simply championed one or other
variant and featured links to competitions etc
•
These did very little for the brand
Key Findings
In the shampoo & conditioner category,
online advertising & webpages delivered
35% of the marketing
communication effect on
brand engagement
(on average)
Key findings
•
Online advertising more than pulls its
weight as a driver of brand engagement
•
For a highly involved audience such as
this, personal relevance to them seems to
be key
•
The internet is uniquely able to combine
brand advertising messages that can
readily lead women to personally relevant
content that helps them make choices for
Online advertising works hard for its money
Online advertising is 2.4 times more effective
than its share of spend suggests
14%
12%
10%
8%
6%
11.6%
4%
2%
4.9%
0%
% Ad spend
% of Ad effect
Online advertising
Brand Engagement Study
Conducted by Carat Insight for the IAB
For more information please contact:
Laurence Bird
Head of Research and Planning, IAB
laurence@iabuk.net