1. YouTube Confidential and Proprietary
A YouTube Case Study – Italy
May 2010

2. YouTube Confidential and Proprietary
Background Information
Gillette Fusion power has few competitors other than other Gillette
variants in the Market; as such driving adoption of new brand variants
is key to the brands success.
Driving traditional brand KPIs is exceptionally difficult given the non
competitive environment
The aim of the campaign was to build awareness and association of
Gillette with the “Future Champions” of Italian Soccer.
With the 2010 World Cup imminent the aim was to foster brand
engagement amongst emerging shavers (Males aged under 25)
The Future Champions campaign was an extension of the global
Gillette Champions campaign. The campaign was a large multimedia
campaign including strong digital interactive elements, YouTube and
Search advertising,
The following research study with MetrixLab was conducted to
understand the overall effectiveness of the campaign and understand
the Return on Marketing Investment and contribution of the
individual media with in the mix,

3. 3 3
Campaign Reach
Campaign details

4. Radio Print and TV figures
delivered by Starcom
Online and YouTube derived
from Metrixlab tracking tags
Direct Mail based on
recognition
Campaign and indivdual media reach
YouTube Confidential and Proprietary

5. YouTube was the cheapest media in terms of the target
population.
Reaching 1% of the target population on YouTube was 7.3
times cheaper than on TV
Cost per %pt reached
(indexed to TV)
Cost per percentage pt reached
YouTube Confidential and Proprietary

6. TV Ads
Reach
71%
YouTube Ads
Reach
17%
6%
incremental reach
through YouTube
TV contacts
YouTube contacts35% of those exposed
to YouTube had no
contact with the TV
campaign
Within the overlap
group more than half
had less than 5
contacts with the TV
campaign.
Incremental net reach of YouTube
YouTube Confidential and Proprietary

7. 17%
reach
Age
Demographic profile of YouTube reach
YouTube was particularly successful at delivering* against the core target
audience of under 25s
YouTube Confidential and Proprietary

8. Online only
Reach
14%
YouTube only
Reach
10%
7%
Overlap
contacts
Online contacts
Adding YouTube to a digital media buy does not significantly cannibalise other
digital channels.
Total Digital
reach 31%.
Net Reach of YouTube and other Online properties
YouTube Confidential and Proprietary

9. 9 9
Campaign Reach
Campaign details

10. Pre vs Post campaign analysis
The campaign at a total level has been successful at increasing brand &
product awareness as well as successfully driving the main campaign message
YouTube Confidential and Proprietary

11. 11 11
Campaign Reach
Multimedia Analysis

12. Brand Effect
Cost Efficiency
=
Effect in exposed
Group
Effect in control
Group
=
Investment
*Effectiveness Media Reach
Understanding Multimedia effect and efficiency
YouTube Confidential and Proprietary

13. Key Brand Metrics
Brand effect of TV & YouTube
YouTube, and especially YouTube in combination with TV drives a strong
branded effect across the major Brand KPIs for Gillette
Brand Effect
YouTube Confidential and Proprietary

14. Key Brand Metrics
Cost Efficiency of TV & YouTube
YouTube is significantly more cost efficient than TV at delivering a
branded effect.
Cost Efficiency
YouTube and TV in combination are significantly more cost
efficient than TV alone.
YouTube Confidential and Proprietary

15. Key Campaign and Brand Image Statements (strategic equities)
Again YouTube, and especially YouTube in combination with TV drives a very
significant uplift across the key campaign metrics.
Brand effect of TV & YouTube
Brand Effect
YouTube Confidential and Proprietary

16. 16
Cost Efficiency of TV & YouTube
YouTube is significantly more cost efficient than TV at fostering an
association of Gillette and soccer.
Cost Efficiency
YouTube and TV in combination are significantly more cost
efficient than TV alone.
Key Campaign and Brand Image Statements (strategic equities)
YouTube Confidential and Proprietary

17. 17 17
Campaign Reach
Impact of Contact frequency

18. Impact of frequency of TV & YouTube
Initial exposures on YouTube are significantly more potent than on TV. TV
relies heavily on increased frequency
TOMA: Gillette
Frequency
Effect
Frequency
Effect
Understands young
sportsmen
Effect
Frequency
Shares my interests
YouTube Confidential and Proprietary

19. TV
YouTube
Impact of frequency of TV & YouTube
Initial exposures on YouTube are significantly more potent than on TV.
Top of Mind Brand awareness Gillette
YouTube Confidential and Proprietary

20. TV
YouTube
Impact of frequency of TV & YouTube
Initial exposures on YouTube are significantly more potent than on TV.
Shares my interests
YouTube Confidential and Proprietary

21. 21 21
Campaign Reach
Summary

22. YouTube delivers incremental net reach over
TV
YouTube was highly effective in delivering
against brand KPIs
YouTube is significantly more cost efficient
than TV
YouTube and TV work better together
YouTube delivers effect at a lower frequency
than TV
Summary

23. Cristina Guisasola; Media and interactive Manager – Proctor and Gamble; Italy
In today’s increasingly fragmented media landscape and with rising costs of
reaching consumers via TV and traditional media, understanding how digital
video can work in driving marketing KPIs is key to being cost efficient. We now
know that the combination of TV and Digital Video drives both higher recall and
brand preference than either media alone.
For starcom it is always a priority but also a tough challenge to engage
consumers with our client’s brand. Whilst TV advertising remains important we
now know that Digital Media and online video represents a clear opportunity
for us to build differentiation and loyalty for our client’s brands.
Man from media agency
Testimonials
YouTube Confidential and Proprietary

24. 24 24
Campaign Reach
Methodology

25. All banners of the online advertising campaign were tagged with MetrixLab’s proprietary banner tracking technology.
Every time a banner or video is served to a visitor a cookie is automatically placed on the computer of this visitor. The
cookie contains information about which advertisement was served, what time and date it was served, from which site it
was served, which other banners of the campaign were served and how often they were served.
MetrixLab cookies are
dropped and updated every
time El Corte Ingles masthead
or ROS advertising appears on
YouTube.
Understanding YouTube exposure
Methodology – Step 1
YouTube Confidential and Proprietary

26. Using responses from consumers as to their exact media consumption across multiple channels it is possible to build
up individual media consumption profiles. This profile is then matched with the booked media plan (provided by Havas
Media), and using recognition of advertising creative as a corrective measure, OTS (opportunity to see) scores are
generated for each respondent in the respondent base .
Groups of respondents are formed on the basis of their media exposure and are statistically levelled/weighted to
remove any bias that might occur due to the self selective nature of media.
Understanding TV exposure exposure
Actual media plan
is matched with
individual
respondent TV
consumption to
create an
“Opportunity To
See” score (OTS).
Methodology – Step 2
YouTube Confidential and Proprietary

27. MetrixLab uses a control-exposed methodology to measure the branding effect of advertising campaigns.
Exposure different media groups are simultaneously sampled and their response compared. Because both
groups are a random sample from the same population, the groups consist of statistically the same people.
EXPOSED
UNEXPOSED
Survey:
• Branding Effects
• Communication
Effects
• Background
characteristics
Methodology – Step 3
YouTube Confidential and Proprietary