CASE STUDY: Increased Awareness of Philips to ABC1 Males on eBay
Provided by eBay
Advertising on eBay leads to enhanced brand awareness and perceptions for Philips male grooming brand.
What was the Challenge / Background of the Campaign?
Using a media strategy with a medium scale and budget, Philips executed a through-the-line ad campaign across their male grooming range. The campaign involved outdoor, press and online advertising across a mix of lifestyle and shopping sites including eBay.co.uk. To help evaluate the ROI of advertising on eBay.co.uk and to assess its ability to influence longer term objectives such as brand awareness and shifting brand perceptions, the eBay Advertising team in conjunction with Carat's in-house research specialist Aeon commissioned an in-depth advertising evaluation study.
What was the Campaign Objective?
To integrate advertising placements throughout the purchasing cycle thereby driving relevant purchase consideration. Also to drive brand awareness amongst the target audience and to ultimately increase product sales.
What was the Solution?
A five week campaign driving brand awareness and purchase consideration whilst directing traffic to a dedicated Philips microsite using; Keyword and behavioural targeting using MPU's and Leaderboards and also re-targeting previous eBay purchasers or browsers of relevant items using high-impact Monster format on eBay's sign-out page.
What were the Results?
Advertising on eBay.co.uk produced higher than industry average CTR, particularly the Monster placements which resulted in 0.39% CTR. First mention spontaneous brand awareness for Philips amongst those exposed to the campaign was more than double (7%) that of the control group (3%). Both brand favorability and advertising awareness was significantly higher for the exposed group. The exposed group were also significantly more likely (10% increase rate) to recall seeing the advertising.
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What were the Key Learnings of this Campaign?
At eBay Advertising we have a depth of knowledge about our shoppers that is second to none. This explicit, real time data means that we really understand shoppers. As a result, our brand partners are able to target quality potential customers throughout their shopping journeys.