Our research empowered this brand to better target existing and new audiences in Italy and to engage with them more effectively.

1. Consumer Goods | Digital Market Intelligence
MAXIMIZING DIGITAL
ADVERTISING IMPACT AND
MEASURING SOCIAL SENTIMENT
The client
Our client offers sun protection products such as
oils, lotions, after-suns and lip care to sun lovers
around the world.
Situation
The global sun-care market is growing rapidly.
More and more holidaymakers are seeking out
the sun, and they are increasingly aware of the
risk of not protecting their skin. This €7 billion-a-
year category has grown at an annual rate of 5%
since 2008, and competition between the leading
brands is fierce.
Our client wanted to analyze and understand how
effective its marketing and advertising campaigns
were in the Italian market. The company needed
to know whether sunbathers understood the
brand’s promise of helping them develop a tan
that is the envy of everyone else on the beach.
Approach
We conducted our research in two stages. The
first aimed to paint a picture of how Italian
consumers perceive the brand.
We tracked exposure to the company’s digital
campaign and asked people who were exposed to
the advertisements about their awareness and
perceptions. We interviewed 450 people, with
women representing 60% of our sample. The high
number of female respondents alone gave us
valuable insight into the demographics of the
campaign audience.
Our research empowered this
brand to better target existing
and new audiences in Italy, and
to engage with them more
effectively.
We set up test and control groups for side-by-
side analysis among people who regularly use the
brand products, and those who don’t. We also
compared the people who were exposed to the
advertisements against those who were not.
In the second stage of the research, we employed
our RPL Social Media Intelligence methodology to
gain a view of the brand’s digital position and
reputation within the Italian market.
To get an accurate picture of what Italians
were saying about the sun-care brand on the
Internet and in social media, we analyzed and
evaluated current and historical search terms. We
used human coding (social data cleaned and
categorized by skilled people) to identify and
classify both positive and negative sentiment
about the brand.

2. Consumer Goods | Digital Market Intelligence
Your contact partner is there for you:
Anup Deshmukh
M +91 9773 96 96 03
ad@rekhaprocitylabs.com
Outcome
The results showed that the brand's campaign
had a positive impact on future purchase
intentions and recommendations in Italy.
Consumers across social media saw the client as a
trusted brand, even when they were not exposed
to the advertising campaigns. This helped us to
identify campaign strengths as well as areas for
focus and refinement in the future.
“The research allowed us
to assess uplifts in key
performance indicators for the
campaign in Italy. We were able
to understand how people speak
about the brand on social media.
What’s more, we could isolate
the strengths and weaknesses
of the campaign in social spaces.
The project enabled us to learn
from the last campaign and feed
changes into future campaign
planning in an efficient, cost-
effective manner.”
About Rekhaprocity Labs
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We evaluated the stated views of the brand and
the advertising campaign among consumers who
had been exposed to the advertisements and
those who had not. This helped us understand
the impact of the campaign. It also allowed us
to analyze, in a more granular way, social media
conversations by key brand attributes.
The research gave us great insight into the
words that sun lovers use to talk about sun-care
brands. This made it easier, without relying on the
language of the survey, to analyze which brand
attributes people are truly positive about.