Brand Engagement Study

Conducted by Carat Insight for the IAB UK

Presented for the December 2008 IMC, Athens

Agenda

• Introduction• Understanding the brand engagement system• Measuring the impact of brand contacts• Appendix: Research specs

Introduction

… the new consumer with new attitudes towards media…

MessagesMessa

gesDifficulty to

stimulate the consumer’s

receptivity to messages and

new ideas

The Immunised Consumer

Reach and Frequency

Awareness

Advertising

Impact & Involvement

Perception, Motivation, Behavior

Communication Ideas

What is going to change?

This needs a fundamental shift in the way we plan brand communication…

Marketing activity has to move from:

Consumer centric

Consequences for communication

planning

Building Relationships

Growing empowerment of

Consumer

Next 10 years:Increasing

consumer power

Channel centric

Build Awareness

Last 10 years: Increasing

consumer choice

…Through new media approaches…

EngagementExposure

Why Interactive?

• Interactivity• Medium & distribution & sales & promotional channel• Access to dynamic, difficult to find targets• Tracking & Measurement• Multiple Communication Applications (awareness, image,

persuasion …) and formats• Accountability (CPC)• Low Cost• Consumer convenience / selectivity / round the clock• International scope

Why Interactive?

An Engagement Platform

AND…

What is engagement…?

What Brands want to know:Does Internet Advertising drive brand engagement?

CommunicationsEngagement

MediaEngagement

BrandEngagement

What is engagement…?

What Brands want to know:Does Internet Advertising drive brand engagement?

CommunicationsEngagement

MediaEngagement

BrandEngagement

Brand Engagement Studies

08

Brand Engagement Studies

• To demonstrate the ability of internet advertising to drive engagement

08

Brand Engagement Studies

• To demonstrate the ability of internet advertising to drive engagement

• To measure the effects of internet advertising on brand strength relative to other media

08

Brand Engagement Studies

• 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

08

Brand Engagement Studies

• 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

08

Multivariate Modelling To build model of drivers of brand engagement & identify relative impact of different contacts

PHASE 3

Quantitative Research To capture data on brand engagement metrics and on all recent contacts with test brands

PHASE 2

Associative NetworksQualitative research

To define conceptual model of engagement for category & test brands

PHASE 1

Integrated Communications Evaluation

3 Components of “ICE”

Understanding the brand engagement system

Connecting brand contacts to engagementSMALL CARS MARKET

Internet adWebsites

TV adOutdoor ad

Press adDirect Mail

News StoriesProduct Reviews

PromotionsSponsorship

EventsWord of MouthProduct Usage

Product ExperiencesService Experiences

Brand Contacts

Connecting brand contacts to engagementSMALL CARS MARKET

Internet adWebsites

TV adOutdoor ad

Press adDirect Mail

News StoriesProduct Reviews

PromotionsSponsorship

EventsWord of MouthProduct Usage

Product ExperiencesService Experiences

Brand Contacts

Stylish

Fun

Value

Safety

Attitudes to car brands

NO EFFECT

Connecting brand contacts to engagementSMALL CARS MARKET

Car BrandEngagement

Internet adWebsites

TV adOutdoor ad

Press adDirect Mail

News StoriesProduct Reviews

PromotionsSponsorship

EventsWord of MouthProduct Usage

Product ExperiencesService Experiences

Brand Contacts

Stylish

Fun

Value

Safety

Attitudes to car brands

NO EFFECT

Model of Brand Engagement 7 key factors, made up of 16 brand perceptions

FunctionHas enough space for my needs 34% Is easy to park 28%Is a nippy car 38%

StatureIs a really reputable company 50%Is good name in car manufacturing 50%

ValueIsn’t too expensive to run 40%You get lots of extras with 45%Is expensive compared to other similar cars 15%

SafetyIs a safe car 43%Is a reliable car 57%

Small Car Brand

Engagement

Ad SalienceYou see a lot of ads around 45%Do good advertising 55%

FunIs a fun car 84%Is a feminine car 16%

StyleIs a car for someone like me 47%I like the shape of 53%

24%

6%

12%

7%

8%

3%

40%

Internet adWebsites

TV adOutdoor ad

Press adDirect Mail

News StoriesProduct Reviews

PromotionsSponsorship

EventsWord of MouthProduct Usage

Product ExperiencesService Experiences

Brand Contacts

Connecting brand contacts to engagementSOFT DRIKS MARKET

Internet adWebsites

TV adOutdoor ad

Press adDirect Mail

News StoriesProduct Reviews

PromotionsSponsorship

EventsWord of MouthProduct Usage

Product ExperiencesService Experiences

Brand Contacts

Trustworthy

Healthy

Refreshing

Taste

Attitudes to soft drink brands

NO EFFECT

Connecting brand contacts to engagementSOFT DRIKS MARKET

Soft drink Brand

Engagement

Internet adWebsites

TV adOutdoor ad

Press adDirect Mail

News StoriesProduct Reviews

PromotionsSponsorship

EventsWord of MouthProduct Usage

Product ExperiencesService Experiences

Brand Contacts

Trustworthy

Healthy

Refreshing

Taste

Attitudes to soft drink brands

NO EFFECT

Connecting brand contacts to engagementSOFT DRIKS MARKET

AffinityThis brand is trustworthy brand 5%This brand is aimed at people like me 4%This brand is the brand for everyone 3%This brand is the only soft drink for me 12%This brand is a drink to have with friends 4%This brand fits in with my lifestyle 11%This brand has no clear identity -3%

DifferentiationThis brand does good advertising 2%This brand has a distinctive taste 2%You can get this brand in lots of different pack sizes 2%This brand’s packaging is very distinctive 1%This brand is doing something new in the soft drinks market 2%

ProvenanceThis brand has a well known heritage 1%This brand has been around for a long time 1%

Soft drinks Engagement

HealthThis brand is healthy in comparison with other soft drinks 8%This brand is good to drink when you are playing sport 8%This brand tastes too artificial -11%I am concerned about the effects of this brand on my health -2%

SalienceYou see a lot of advertising around for this brand 1%This brand is a truly global brand 1%This brand is available nearly everywhere 1%This brand is a leading soft drinks brand 1%

8.8%

9.4%

35.3%

0.7%

2.6%

43.2% TasteThis brand is refreshing 11%Drinking this brand gives you an energy boost 5%This brand tastes great 17%I tend to drink this brand out of habit 12%

Model of Brand Engagement 6 Engagement Factors made up of 26 brand perceptions

Department Stores Brand

Engagement

WebsitesTV ad

Outdoor adPress ad

Direct MailNews StoriesPromotionsSponsorship

EventsWord of Mouth

Shopping ExperiencesService Experiences

Brand Contacts

Sales

Quality

Image

Attitudes to department stores brands

NO EFFECT

Internet ad

Service

Connecting brand contacts to engagementDPT STORES MARKET

Department Stores

Engagement

24.3%

16.5%12.1%

10.8% 19.3%

2.4%

14.7%

Servicee.g. This store has

knowledgeable staff

Salese.g. This store has sales worth going to

Affinitye.g. This store is a store for people like me

Qualitye.g. This store sells high

quality products

Choicee.g. Thereʼs a lot of choice in this store

Presencee.g. There are branches of this store all over the country

Fits my needse.g. I can always find something

I want in this store

Model of Brand Engagement 7 Engagement Factors made up of 35 brand perceptions

Internet adWebsites

TV adOutdoor ad

Press adDirect Mail

News StoriesProduct Reviews

PromotionsSponsorship

EventsWord of MouthProduct Usage

Product ExperiencesService Experiences

Brand Contacts

Connecting brand contacts to engagementHAIR CARE MARKET

Internet adWebsites

TV adOutdoor ad

Press adDirect Mail

News StoriesProduct Reviews

PromotionsSponsorship

EventsWord of MouthProduct Usage

Product ExperiencesService Experiences

Brand Contacts

Family

Fresh

For my hair

Natural

Attitudes to shampoo brands

NO EFFECT

Connecting brand contacts to engagementHAIR CARE MARKET

Shampoo Brand

Engagement

Internet adWebsites

TV adOutdoor ad

Press adDirect Mail

News StoriesProduct Reviews

PromotionsSponsorship

EventsWord of MouthProduct Usage

Product ExperiencesService Experiences

Brand Contacts

Family

Fresh

For my hair

Natural

Attitudes to shampoo brands

NO EFFECT

Connecting brand contacts to engagementHAIR CARE MARKET

Generally GoodBrand X is a feminine brand Brand X is for all the family This brand makes your hell smell great

ValueThis brand’s products are reasonable pricedThis brand is for everyday use This brand is for special occasions Brand X is on offer a lot

Good for themThis brand is aimed at people like meThis brand has a good shampoo/conditioner for my type of hairUsing this brand makes me feel I’m looking after myself properly

NaturalBrand X is a fresh brand This brand uses natural ingredients

Shampoo Engagement

QualityBrand X is a quality brandThe effects of this brands' products tend to stop working quite quickly

RangeThis brand is always bringing out new products and rangesThis brand has a good range of products for all types of hairThis brand has a styling range that works well

TrustI can always trust this brand to work on my hair I do not believe the claims made in this brand’s advertising

ScientificThis brand uses scientifically developed ingredientsBrand X is a modern brand

MarketingThis brand is endorsed by celebrities I trust Brand X does a lot of advertising

PackagingThis brand’s packaging looks goodThe design of Brand X’s packaging makes it easy to use

15.9%

18.9% 24.2%

15.4%

9.6%

5.0%3.8%

2.7%

2.4%2.0%

Model of Brand Engagement 10 Engagement Factors made up of 25 brand perceptions

Measuring the impact of brand contacts

The impact of media – brand contact to engagement

0%

25%

50%

75%

100%

Small cars (mums with U16 kids) Soft drinks (men 20-45)

39.4605%23.6482%

11.5332%

39.7638%

Online displayRadioTVOutdoorPress

Brand Engagement Study

Conducted by Carat Insight for the IAB UK

Presented for the December 2008 IMC, Athens