Evian 'Live Young': YouTube Ad Effectiveness Study
The Evian ‘Live Young’ YouTube campaign began globally with 6 homepage takeovers in UK, FR, DE, US, JAP and CAN on 3rd July 2009. The ‘Rollerbabies’ video, spread all over the world from Russia to Brazil becoming a viral sensation.
Here we share some research conducted by Nielsen Online in partnership with Research Now to evaluate the effectiveness of the ad placement and creative in the UK. This research was conducted using Neilsen’s Online Ad Effectiveness Approach. A survey of 1007 adults was fielded 5 days after the campaign to evaluate the ad potency/latency of Evian’s creative.
Here are some highlights of the research:
- Those exposed to the campaign were 30% more likely to spontaneously mention Evian first than those who were not exposed
- Evian online advertising recall increased by 27% overall and 55% at 2 exposures
- Evian has strong favourability scores especially following exposure (a significant 6% point increase test v control)
- Purchase consideration for Evian increased by 4% points following exposure to the campaign
- 2/3s would definitely remember the ad was for Evian and they found it imaginative and amusing
- The creative led to amplification of the message: people wanted to talk about it and share it with others