Видео от youtube-блогеров

December 2015

Prepared for: Google RU & Unilever Prepared by: Millward Brown UK

The Value of An Influencer: All Things Hair

Background & Objectives

Background

• YouTube video bloggers (Vloggers) are seen as experts by many consumers and their

videos are viewed by anything between thousands to millions of people. As part of

their partnership with Google, Unilever currently has access to Vloggers to promote its

hair care products.

• Google and Unilever want to understand the value that these Vloggers deliver versus a

standard TVC on key brand metrics such as awareness, persuasion and favourability.

Research Objectives

The purpose of this research is to evaluate the Vlogger experience. Specifically:

• What is the value of a Vlogger versus a traditional TVC format?

• Do certain Vloggers deliver more of an impact than others?

2

3

What?

7th – 15th December 2015

Who?

When?

Where? Russia

Main Sample: N=100 per ad • Region: Russia • Age: 18-65 • Gender: 100% Female • SEG: 2-5 • Critical industry restriction

Boost Sample: N=50 per ad • Region: Russia • Age: 30-65 • Gender: 100% Female • SEG: 3-5 • Critical industry restriction

Millward Brown Custom PreView for Digital

Note: In order to avoid brand bias in results, a single brand with creative for all assets was used as a

proxy for all brands. Pure Line best fit this description so was selected.

Methodology

• Respondents were recruited via panel and randomly assigned to one of the test cells (monadic design)

• Each respondent was shown one creative (either the TVC or the Vlogger ad) and then completed a

self-report questionnaire

AD 3 AD 5 AD 4 n=100

AD 1 AD 2 n=100 n=100 n=100 n=100

AD 3 AD 5 AD 4 n=88

AD 1 AD 2 n=88 n=88 n=89

n=88

Main Sample

Boost Sample +

Natural fallout

Methodology

Creative Assets – TV Ad

BlushSupreme:

Products shown: Pure Line shampoo, Pure Line conditioner, Toni & Guy heat protector, Toni & Guy hairspray

Natasha Naffy:

Products shown: Pure Line shampoo, Pure Line conditioner, Toni & Guy hairspray

Nikkoko8:

Products shown: Pure Line 2 in 1, Toni & Guy Mousse and Dove Dry Shampoo

MrsWikie5:

Products shown: Pure Line shampoo, Pure Line conditioner, Toni & Guy Hairspray

Creative Assets – Vlogger videos

7

• Pure Line was more easily remembered following exposure to the TVC, likely

due to greater brand focus and fit with pre-existing perceptions of the brand.

• Despite this, both TVC and Vlogger videos performed equally well at driving

brand appeal.

• Both TVC and Vlogger videos encouraged the overall audience to buy Pure

Line more frequently, whilst Vloggers Blush Supreme and Nikkoko8 were

more successful than both the TVC and other Vloggers at persuading women

aged over 35.

• Inclusion of new and relevant information was a key factor in determining

how persuasive the Vloggers were.

• Vlogger videos have more potential than traditional TVCs to create buzz for

the brand, with viewers being more likely to share and talk about the video

with others.

Summary

Viewing Habits: Usage & Relationship with Vloggers

8

14

21

47

19

Not at All Not Very Often Somewhat Often Very Often

9

Main Sample

%

Base:

The majority of respondents already seek tips or tutorials on hair care and styling, either online or offline.

(500)

How often do you look for tips or tutorials on hair care and hair styling (either online, or in a magazine or in another way)?

Frequency of Seeking Tips/Tutorials on Hair Care/Styling?

26

56

18

I do not watch them I watch them, but do not

subscribe to them

I watch them and subscribe

to them to receive updates

10

Main Sample

%

Base:

The majority of respondents watch, if not subscribe, to Vlogger channels, meaning that they are a viable way to reach key audiences.

(500)

What is your current usage of online Vlogger (video blogger) channels?

Current Usage of Vlogger Channels

The majority of respondents had not heard of the Vloggers before taking the survey.

BlushSupreme Natasha Naffy Nikkoko8 MrsWikie5

I have not heard of her nor watched her videos

86 85 79 86

I have heard of her, but not watched her videos

11 9 11 11

I have watched her videos

4 6 10 2

How familiar are you with the following online video bloggers (Vloggers)?

Individual Vlogger Viewing

Total Sample

%

12

Breakthrough Metrics: Branding & Enjoyment

99

81 82 81 94

TV Ad Blush supreme Nikkiko 08 Natasha Naffy Mrs Wikie 5

Pure Line

The more traditional TVC format generated greater brand recall than most Vlogger videos

• This is likely because the product is the key focus in the TVC, whilst the Vloggers have centre stage with Pure Line playing a supporting role in the other videos

• Among the Vlogger videos, recall of Pure Line was strongest following viewing of MrsWikie5.

Please type in the full name of the brands and products advertised in the advert/video.

Unaided Brand Awareness

A/B/C/D/E = Significantly different at the 95% confidence level

BCD BCD

Main Sample (%)

TV Ad Blush Supreme Nikkoko8 Natasha Naffy Mrs Wikie 5

% A

% B

% C

% D

% E

53 51 58 58

47

39

22 19 14

23

5 16 19 21 21

3

11 4 7 9

Fits Very Well

Fits Quite Well

Doesn’t Really Fit

Doesn’t Fit At All

The TVC fits best with consumers’ pre-existing thoughts about Pure Line which will have helped deliver stronger brand recall.


14 How well does the advert/video fit in with how you think of Pure Line?

Base: (100) (100) (100) (100) (100)


% A

% B

% C

% D

% E

BCDE

A A A A

A

Brand Fit

Main Sample (%)

Very Involved

Quite Involved

Not very involved

Not involved at all

The things that stuck in consumers’ minds about the TVC were related to the product, which will have boosted the TVC’s overall branding.

Thinking about the things that stuck in your mind most from the advert/video, how involved was Pure Line then?

Stick in Mind

Base:


% A

% B

% C

% D

% E

57

37 34 38 27

22

4 10 6

7

10

44 46 38 42

11

15 10 18

24


15

(100) (100) (100) (100) (100)

BCDE

BCDE

A A A A

AC

• Vloggers could improve branding by ensuring that the product is visible for a greater length of time, whilst also mentioning or showing it at the most memorable parts of their videos.

Main Sample (%)

Although Vlogger videos did not drive brand awareness as well as the TVC, they do have the potential to be just as enjoyable.

Base:


Very much

Somewhat

Wouldn’t mind

Not much

Not at all

16

(100) (100) (100) (100) (100)

How much would you enjoy watching this advert/video each time you see it?

Enjoyment


% A

% B

% C

% D

% E

25 20 24 27 28

14 20 25

5 14

58 50

35

53 46

3

8

14

12 11

-

2 2

3

1

D D D D

C C C

A

A A

Main Sample (%)

Much more appealing

A little more appealing

Didn’t change my feelings

A little less appealing

Much less appealing

35 29 34 36 31

16 20

18 8 14

49 51 45 52 54

- -

1

3 1 - -

2 1

-

Vloggers also have the potential to drive brand appeal equally well as a TVC.

Base:


17

(100) (100) (100) (100) (100)

How did the advert/video make you feel about Pure Line? The advert made Pure Line seem…

Brand Appeal


% A

% B

% C

% D

% E

D D

Main Sample (%)

18

Motivation Metrics: Persuasion & Rational Measures

12

32

55

1

On many more occasions

On a few more occasions

On the same number of occasions

On fewer occasions


19

Base:

Both TVC and Vlogger ads successfully encourage viewers to buy Pure Line more often.

(100) (100) (100) (100) (100)

Having seen the advert/video, do you think you would use Pure Line…?

Frequency of Using Pure Line


% A

% B

% C

% D

% E

17

28

54

1

17

26

55

2

11

32

54

3

13

28

58

1

Main Sample (%)

On many more occasions

On a few more occasions

On the same number of occasions

On fewer occasions


20

Two of the Vloggers were particularly successful in encouraging increased frequency of purchase among women over 35.

Having seen the advert/video, do you think you would use Pure Line…?

Frequency of Using Pure Line


% A

% B

% C

% D

% E

8

34

56

2

Base: (88) (88) (88) (89) (88)

18

34

47

1

26

26

45

2

12

30

54

3

8

28

61

2

AE ADE

C

Boost + Natural Fallout Sample (%)

• This demonstrates that using the right Vloggers can be a good way to persuade this key audience.


21

Blush Supreme has also made women over 35 feel that Pure Line would be worth paying more for.

Having seen the advert/video, if you were buying Pure Line, would you say it is worth buying Pure Line…?

Is it Worth Buying Pure Line…

Base:


% A

% B

% C

% D

% E

10

47

43

20

41

39

9

46

45

9

43

49

6

43

51

Even if it cost more than other brands

Only if it cost the same as other brands

Only if it cost less than other brands

(70) (70) (69) (70) (77)

E


The combination of new and relevant information communicated by Blush Supreme and Nikkoko8 has helped them persuade viewers.

22


• Millward Brown experience shows that relevance and new information are key drivers of persuasion – TVCs and Vloggers alike should strive to deliver both of these to maximise opportunity for impact.

If you were buying hair products, how relevant would the points made in the advert/video be to you? How strongly do you agree or disagree that what the advert/video puts across about Pure Line is believable? How much new information does the advert/video give you about hair styling tips? How much new information does the advert/video give you about using Pure Line? How strongly do you agree or disagree that the advert/video makes you think this brand is really different from others?

Rational Metrics Summary

TV Ad

A

Blush Supreme

B

Nikkoko8

C

Natasha Naffy

D

Mrs Wikie 5

E

Relevance (Top Box) 14 D 11 D 19 DE 3 6

Believability (Top Box) 14 16 24 16 13

New Information (Hair Styling) (Top Box)

11 34 AD 41 ADE 18 23 A

New Information (Pure Line) (Top Box)

13 13 16 D 6 9

Different (Top Box) 8 9 11 6 7

BASE 88 88 88 89 88


23


TV Ad

%

A

Blush Supreme

%

B

Nikkoko8

%

C

Natasha Naffy

%

D

Mrs Wikie 5

%

E

I did not have the type of hair featured in the ad/video

3 6 4 10 A 9

I have no issues styling my hair 7 11 14 7 10

I did not learn anything in the ad/video

16 22 16 32 AC 35 ABC

Other 9 7 6 6 8

BASE 100 100 100 100 100

Why did you say that the advert/video was not relevant to you?

The most common reason that viewers did not find the ad or video relevant was that they did not learn anything from watching it. • The Vlogger videos that were least persuasive (Natasha Naffy and Mrs Wikie 5) were those which

viewers felt they learnt least from • This highlights the importance of communicating something new in both TVC and Vlogger videos

(e.g. something that product can do to help you style your hair).

The ad was not relevant because…



24

Tell Others

Share/Send

As would be expected, Vlogger videos have more viral potential than the TVC.

Is this an advert/video that you would tell other people about? If you saw this advert/video. Would you share or send it to someone so they could watch it?

Viral Potential

Base: (100) (100) (100) (100) (100)


% A

% B

% C

% D

% E

11

6

23

19

28

26

18

16

24

18

A

A

A

A A

A

A

• Vloggers are a good way to build on above the line media and get people talking about your brand.

Main Sample (%)

Appendix: Demographic Information

25

A/B/C/D/E = Significantly different at the 95% confidence level 26

Brands Used Most Often – Main Sample

TV Ad

%

A

Blush Supreme

%

B

Nikkoko8

%

C

Natasha Naffy

%

D

Mrs Wikie 5

%

E

Pure Line 23 13 26 BE 17 14

Natura Siberica 12 7 8 7 5

Head & Shoulders 10 B 2 9 B 7 6

Gliss Kur 9 7 9 5 3

Schauma 6 10 C 3 6 7

Garnier 5 6 9 4 3

Pantene 4 12 AC 3 8 11 C

Fructis 4 7 4 5 7

Elseve 3 12 AC 1 6 9 C

Dove 2 2 7 6 2 BASE: 100 100 100 100 100

Which one of these brands do you use most often?

A/B/C/D/E = Significantly different at the 95% confidence level 27

Brands Used Most Often – Boost + Natural Fallout

Which one of these brands do you use most often?

TV Ad

%

A

Blush Supreme

%

B

Nikkoko8

%

C

Natasha Naffy

%

D

Mrs Wikie 5

%

E

Pure Line 20 20 22 21 13

Gliss Kur 10 11 9 10 9

Schauma 9 C 8 C 1 3 8 C

Head & Shoulders 8 5 7 7 7

Pantene 6 15 ACD 3 4 8

Fructis 6 3 6 3 3

Natura Siberica 5 5 9 9 5

Garnier 3 5 6 4 3

Dove 3 1 5 1 3

Elseve 2 7 1 7 7 BASE: 88 88 88 89 88


28

Very Long

Long

Somewhat Long

Medium

Short

Very Short

Base: (100) (100) (100) (100) (100)

Hair Length – Main Sample

How long is your hair?


% A

% B

% C

% D

% E

11

48

26

10

5

0

14

51

16

12

5

2

18

51

21

4

6

0

10

51

20

15

4

0

13

38

27

16

5

1

C C C


29

Very Long

Long

Somewhat Long

Medium

Short

Very Short

Base: (88) (88) (88) (89) (88)

Hair Length – Boost + Natural Fallout

How long is your hair?


% A

% B

% C

% D

% E

6

43

30

15

7

0

8

47

15

19

9

2

13

30

32

16

10

0

8

33

28

19

12

0

7

27

34

22

9

1

E

B

CE

B B B

41

31

27

1

48

28

20

4

54

24

21

1

49

28

22

1


30

Flat

Limp

Voluminous

None of these

Base: (100) (100) (100) (100) (100)

Hair Volume – Main Sample

In terms of volume, how would you describe your hair? Would you say it is…


% A

% B

% C

% D

% E

40

29

27

4

E

39

25

33

3


31

Flat

Limp

Voluminous

None of these

Base: (88) (88) (88) (89) (88)

Hair Volume – Boost + Natural Fallout

In terms of volume, how would you describe your hair? Would you say it is…


% A

% B

% C

% D

% E

39

39

19

3

43

31

20

6

39

37

22

1

40

23

32

6

E

E

C

7

23

31

39


32

Very Frequently

Somewhat Frequently

Rarely

Not at all

Base: (100) (100) (100) (100) (100)

Frequency of Online Hair Product Shopping – Main Sample

How often do you look for tips or tutorials on hair care and hair styling (either online, in a magazine or in another way)?


% A

% B

% C

% D

% E

12

33

26

29

6

36

21

37

14

30

25

31

Base:

5

34

24

37

B

E


33

Very Frequently

Somewhat Frequently

Rarely

Not at all

Base: (88) (88) (88) (89) (88)

Frequency of Online Hair Product Shopping – Boost + Natural Fallout

How often do you look for tips or tutorials on hair care and hair styling (either online, in a magazine or in another way)?


% A

% B

% C

% D

% E

6

40

30

25

7

31

25

38

10

27

32

31

10

29

24

37

5

35

23

38

Видео от youtube-блогеров

Presentations & Public Speaking