Final Campaign Analysis

P&G Fabric Care – Tide Identity Initiative Digital Final Results

3/3/2009

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Purpose & Content

Purpose

Share the final holistic results for the Tide Identity online initiative and recommendations to improve future campaign results

Content

Initiative Description & Consumer Journey

Executive Summary

Results Deep Dive

– iMedia

– Paid Search

– Website

– CRM

– Social Network

Key Findings & Recommendations

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Initiative Description

Digital Choices

iMedia Paid Search Website CRM Soc. Network. Mobile eCommerce

Reach targeted consumers in contextually relevant areas via iMedia, partnerships, and syndicated experience

Create an engaging environment where she can: learn the benefits of TTC; view Tim Gunn’s videos for tips on everyday fashion; take Tim Gunn’s style quizzes; enter the sweepstakes for a chance to win a makeover with Tim Gunn

The overall purpose of the experience (videos and quizzes) is to drive awareness and trial of new Tide Total Care (TTC) by leveraging style celebrity Tim Gunn to educate consumers on product benefits (Seven Signs of Beautiful Clothes) as well as the seven tenets of everyday style (Dress to the Sevens)

$1MM for iMedia, includes third-party ad serving and Dynamic Logic Brand Study

Look Good Feel Good Women 25-49 with kids <18

Media Budget

Objectives

Target

Strategies & Tactics

Tide.com Updates Live 7/17/08

Microsite Phase 1 Live “Seven Tenets of Style” Videos 7/28/08

Microsite Phase 2 Live “Dress to the Sevens Challenge” 9/2/08, seven week long challenge

iMedia Live 9/1/08 – 11/30/08

Timing

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Tracking the Consumer Journey

Integration with Ann Taylor LOFT (website and

email)

DressToTheSevens.com

iMedia

Tide.com

TFCN & EDS

YouTube & MySpace

Dynamic Logic, DART, PointRoll, 3rd Party

Ann Taylor LOFT

Epsilon

Google Analytics

Google Analytics, CRM Metrix

Google, MySpace

Tide Identity campaign was extremely successful

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Online ad awareness increased by 13.6 pts

Brand favorability increased by 9.8 pts

Purchase intent increased by 8.7 pts

Executive Summary

Awareness

Trial

Campaign increased online ad awareness by 13.6 pts among the overall audience as well as aided brand awareness by 7.7 pts after four exposures281 million impressions were served across MySpace, YouTube, Glam, People, and Style using hyper-targeting and unique partnershipsThe Dress to the Sevens site attracted half a million visits, as well as additional visitors to distributed content on MySpace and YouTubeTide Total Care and Dress to the Sevens messaging was featured in five TFCN emails

Campaign increased purchase intent by 8.7 pts and brand favorability by 9.8 pts among the overall audience Campaign positively impacted users of competitive detergent productsVisitors to the Dress to the Sevens site had a 15% lift in purchase intent and increases in other brand metricsClose to half a million coupon and sample requests during campaign

Engagement

Visitors were highly engaged with the Dress to the Sevens site (387,570 videos started with an 81% overall video completion rate and 65,835 quizzes started with a 93% completion rate)Rich media exceeded CPG interaction rate benchmarks on some placementsMessaging for Tide Total Care and Dress to the Sevens usually generated greatest click rates within the TFCN emails

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iMedia

iMedia Paid Search

Website CRM Social Network

Mobile eCommerce

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Brand Metrics & Attributes (Overall Respondents)

Control Exposed (n=357)(n=218)

Source: Dynamic Logic. *Statistically significant difference between control and exposed group at a 90% confidence level. Unaided brand awareness measures respondents awareness of Tide, while the other metrics measure that of Tide Total Care.

Online ad awareness, brand favorability, purchase intent , and spokesperson association all significantly increased upon exposure

– When compared to CPG campaign benchmark norms, these increases rank ‘excellent’ (appendix)

The ‘protects color’ attribute was the only one of the seven that broke through

Campaign successfully increased purchase intent

Awareness achieved through a diverse range of campaign components

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100 Million Impressions(Overall CTR = 0.07%)

The campaign served 281 million impressions*, using highly targeted and unique placements

– iMedia drove both to the Dress to the Sevens (DTTS) site as well as distributed content on MySpace and YouTube




Source: MySpace, Google, DoubleClick/DART. *Excludes an additional 137 million co-branded impressions on MySpace that drove to “The Fit.” **MySpace CTR is somewhat diluted due to 66 million User Homepage Profile 175x110 impressions which generated the typical 0.01% CTR. The remaining impressions had a CTR of 0.35% (traditional 300x250 units had a CTR of 0.41%, much higher than the 0.06% MySpace benchmark).

119 Million Impressions*(Overall CTR = 0.17%**)

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Source: Dynamic Logic. *Statistically significant difference between control and exposed group at a 90% confidence level. **Style not shown due to insufficient sample size.

MySpace was successful at significantly increasing purchase intent by 14.4 pts– MySpace reached 91% of the buying target (W25-49), higher than the other sites (appendix)

People was the only site to impact message association with the tagline “Dress to the Sevens”, but also started with the lowest baseline

Placements on Glam, MySpace, and People all had positive lift on attitudinal metrics

Brand Metrics By Sites**

MetricsGlam MySpace People

Ctrl Δ Ctrl Δ Ctrl Δ

Unaided Brand Awareness 65% -5.3 43% +11.6 57% -1.1

Aided Brand Awareness 80% +0.4 86% +0.4 76% +2.8

Online Ad Awareness 23% +20.6* 31% +17.4* 16% +12.2*

Message Association 12% -1.5 11% +4.0 2% +7.5*

Spokesperson Association 9% +4.9 4% +11.9* 7% +13.7*

Brand Favorability 51% +10.8 54% +9.1 49% +11.9

Purchase Intent 53% +4.4 45% +14.4* 51% +4.9

Sample Size c=63; e=132 c=68; e=122 c=69; e=116

Mean/Median Frequency 6.1/2.0 8.1/3.0 5.4/2.0

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Source: Dynamic Logic. *Statistically significant difference between control and exposed group at a 90% confidence level.

Half of respondents were exposed only once, while 20% were exposed 2-3 times and 30% were exposed 4+ timesOne exposure was sufficient at increasing online ad awareness and brand favorabilityFour or more exposures were needed to increased aided brand awareness and spokesperson association

Higher frequency of exposure drove increases in more brand metrics

Metrics and Attributes Ctrl1 2-3 4+

Exp Δ Exp Δ Exp Δ

Unaided Brand Awareness 53% 60% +6.6 54% +0.9 54% +1.0

Aided Brand Awareness 80% 77% -2.6 80% +0.2 88% +7.7*

Online Ad Awareness 24% 35% +11.0* 26% +1.8 49% +25.2*

Message Association 8% 7% -0.3 16% +8.0* 13% +4.8

Spokesperson Association 7% 11% +3.9 9% +1.6 21% +14.5*

Brand Favorability 52% 61% +8.8* 61% +9.6 63% +11.6*

Purchase Intent 50% 57% +6.8 63% +12.5* 60% +9.5

Preserves shape 39% 42% +3.2 41% +2.4 49% +10.1*

Protects color 48% 54% +5.4 61% +13.2* 55% +7.1

Sample Size 218 175 70 112

Brand Metrics By Frequency of Exposure

Frequency of Exposure (n=357)

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Creative Feedback – Product Campaign Scores v. Norms (n=575)

Source: Dynamic Logic. Creative Feedback Norms Through Q1/08 (N=35,330 responses).

Creative scored significantly above norms on all measures with the exception of ‘will share link with others’

Please Note: The following data is based on responses after forced exposure to creative units isolated in the survey. Results may differ from in-market results, which factor in additional variables that can influence ad performance, such as

frequency of exposure, ad placement and targeting, and user behaviors

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Brand Metrics By Brands Used***

Source: Dynamic Logic. *Statistically significant difference between control and exposed group at a 90% confidence level. **Question: Which of the following brands of laundry detergents have you used in the past 12 months? ***Other options not shown due to insufficient sample size.

Tide is used by the majority of survey respondents, followed by Purex and Arm & HammerWhile all respondents noticed the campaign, it resonated the strongest with Purex and Tide users

– Increased brand favorability and purchase intent of Tide among Purex users

– Purchase intent also increased among current Tide users

Campaign positively impacted users of competitive detergent products

Brands Used** (n=357)

MetricsPurex All Tide


Unaided Brand Awareness 57% +2.9 58% +0.6 74% +4.0

Aided Brand Awareness 85% -4.6 86% +1.4 84% -0.2

Online Ad Awareness 20% +14.4* 16% +30.7* 26% +13.9*

Message Association 11% -1.6 7% +7.8 10% +1.3

Spokesperson Association 7% +3.3 10% +1.9 8% +4.0

Brand Favorability 53% +12.2 57% +11.7 71% +6.3

Purchase Intent 46% +12.4 54% +9.3 72% +7.8*

Sample Size c=66; e=106 c=52; e=66 c=132; e=218

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Paid Search

iMedia Paid Search


Mobile eCommerce

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Google paid search generated 31,606 clicks for Tide Total Care, DTTS, and Tim Gunn keywords

Source: Google, 9/1/08 – 11/30/08. *Top performers only include keywords that generated at least 50 clicks.

Overall, Tide Total Care brand keywords generated the highest CTR

Tim Gunn, DTTS, and fashion related keywords also drove highly qualified traffic to the DTTS site

– This was the first time fashion related keywords were used for Tide, and the high click rates indicate that Tide’s DTTS content was relevant and interesting to the fashion searching audience

Promotional CampaignImpressions: 25,848,306

Clicks: 27,780 clicksCTR: 0.11%

Tide Total Care CampaignImpressions: 1,928,923

Clicks: 3,826 clicksCTR: 0.20%

Brand KeywordsImpressions: 409,525, Clicks: 3,053, CTR: 0.75%Top performers*: “tide total care detergent” (33.02%), “tide total care” (23.11%), “new tide” (2.14%)

Dress to the Sevens KeywordsImpressions: 236,020, Clicks: 257, CTR: 0.11%Top performers*: “dress to the sevens” (19.41%)

Seven Signs KeywordsImpressions: 1,283,378, Clicks: 516, CTR: 0.04%Top performers*: “laundry pills” (3.41%), “remove stains” (0.53%)

Fashion KeywordsImpressions: 20,943,229, Clicks: 19,933, CTR: 0.10%Top performers*: “fashion tips” (2.41%), “fall fashion trends” (1.64%), “fall fashions” (1.60%), “fashion trends” (1.35%), “fall styles” (1.21%), “style tips” (1.16%)

Tim Gunn KeywordsImpressions: 4,905,077, Clicks: 7,847, CTR: 0.16%Top performers*: “tim gunn tide” (40.00%), “tim gunn tips” (9.84%), “tim gunn fashion” (6.22%), “tim gunn” (2.88%)

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Website

iMedia Paid Search


Mobile eCommerce

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DTTS site attracted half a million visits

Source: Google Analytics 7/28/08 – 12/31/08. *Email drove more traffic, as EDS emails are not captured in the pie chart.

0

10,000

20,000

30,000

40,000

50,000

60,000

Visi

ts

Week Starting

414,561 visits

iMedia Campaign9/1/08 – 11/30/08

Dress To The Sevens Weekly Traffic

Indicates that a TFCN email was sent that week. Email pushed in August did not go to the DTTS site, but rather directly to a coupon page.

The DTTS site received 497,235 visits from launch thru the end of the iMedia campaign – During the campaign, there were an average of 4,556 visits/day averaging 2:17 minutes on site– iMedia was the biggest traffic driver, followed by direct traffic and email

82,674 visits

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Visitors greatly enjoyed the DTTS site

83% of survey respondents liked the DTTS site, with only 5% disliking the site

“the information provided is interesting and educational. i will definitely tell others about the tim gunn part of the site.”

“i love tim gunn's down to earth approach to fashion…it increased my respect for tide that they cared to bring a

person of his stature in the fashion world to the everyday”

“good source of information and the tim gunn segment is excellent.”

“the site just seems like tide quality. i loved the videos and quiz. if tim gunn uses

tide, that just confirms what i've always believed -- it's the

best. only i hadn't heard of total care. but it seems like it is different than other tides.”

Source: CRM Metrix 9/12/08 – 11/30/08.

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DTTS visitors are more likely to have an increase in opinion and purchase intent for Tide Total Care

Difference*

15%

9%

9%

13%

Opinion Change – Tide Total CareTop 2 Box: Feel a lot better and somewhat better about Tide Total Care

Site Satisfaction – Tide.comTop 2 Box: Very and somewhat satisfied with experience on Tide.com

Site RecommendationTop 2 Box: Definitely and probably would recommend Tide.com

Site RevisitTop 2 Box: Definitely and probably would revisit Tide.com

Purchase Intent – Tide Total CareTop 2 Box: Definitely and probably would buy Tide Total Care

Source: CRM Metrix 9/12/08 – 11/30/08. Benchmark norms based on USA CPG sites.*Statistically significant at a 99% confidence level. **Because this is product specific, rather than Tide overall, the benchmark is not applicable here.

15%

Visitors who view DTTS are not only more satisfied with their Tide.com site experience, but are also much more likely to revisit and recommend the site to others

9%Brand RecommendationTop 2 Box: Definitely and probably would recommend Tide

Say they visited DTTS

59.0%

89.6%

77.1%

91.1%

71.1%

62.7%

Say they did not visit

DTTS

44.4%

80.8%

68.0%

77.8%

56.2%

54.1%

CPG Benchmark

46.8%

83.6%

77.3%

89.1%

N/A**

56.8%

Video and quiz completion rates are extremely high

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Source: Google Analytics. Video results 9/1/08 – 11/30/08. Quiz results 9/2/08 – 11/30/08. *Unique means that only one visit to each video is counted per visit. So if a person starts 10 different videos, all starts are included here. However, if they start the same video 10 times, only their first start is included here. Complete break-out of video completion by name can be found in the appendix. **Enter rate for the sweeps is based on unique clicks to enter sweeps from the complete quiz page divided by the unique number of visits that started the quiz.

Total Quizzes Started: 65,835

Total Quizzes Completed: 61,002 (93% completion rate)

Total Clicks to Enter Sweeps: 87,807Unique Clicks to Enter Sweeps: 50,580

(90% enter rate**)

Visits with 1 or more quiz starts: 56,288 visits(14% of total site traffic)

Unique* Videos Starts: 387,570

Unique* Video Completes: 315,822(81% completion rate)

Unique* Videos Quarter Complete: 355,266

Unique* Videos Mid Complete: 338,589

Close to half a million coupon and sample requests during campaign

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During the campaign, there were 954,744 total visits to the coupon/sample pages, with 48% requesting a coupon or sample

Source: CCG Marketing Solutions 7/28/08 – 11/30/08.

– 149,754 $1 coupon requests

– 308,956 sample requests

– 80,473 opt-ins to Tip & Timesavers newsletter

– 77,964 opt-ins into the P&G Everyday Solutions newsletter

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CRM

iMedia Paid Search


Mobile eCommerce

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Messaging for Tide Total Care and DTTS typically generated the greatest click rates on the TFCN emails, particularly when the CTA was “Get Coupon”

59M (2.4%)

14M (0.7%)

8M (0.3%)

13M (0.5%)

517 (0.02%)

“Save $1 on Tide ® TotalCare™”

2.4MM del.11% open rate

4.7% total click rate

Oct.

51M (2.1%)

5M (0.2%)

29M (1.2%)

9M (0.4%)

73M (3.0%)

“New Tide® To Go Mini. Small size. BIG results.”



Aug.

CTA: “Get Coupon”

“Save $1 on Tide® and Downy ® Total Care”



2M (0.06%)

18M (0.7%)

2M (0.07%)23M (0.9%)

27M (1.1%)

3M (0.1%)

.5M (0.02%)

Sept.

CTA: “Learn More”, “Enter Now”, “Get Coupon” CTA: “Get Coupon”, “Enter Now”

“Get what you pay for with Tide®.”

5M (0.2%)

23M (1%)

15M (0.6%)

17M (0.7%)

2M (0.08%)

2M (0.09%)



Nov.

CTA: “Get Coupon”

“Tim Gunn reveals the 7 signs of beautiful clothes.”



Jul.

CTA “Learn More”

27M (1.1%)

17M (0.7%)

6M (0.2%)

4M (0.2%)

TFCN emails generated 218M clicks on Tide Total Care content

Source: DREAMmail

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Social Network

iMedia Paid Search


Mobile eCommerce

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Distributed content on MySpace is extremely successful

The campaign was very successful on MySpace due to the strong iMedia placements, exclusive integration with the MySpace Fashion community, and a content rich community page

Tide also reached and engaged consumers with the MySpace Fashion community through a sponsorship with The Fit, extending its presence onto the video-viewing pages and MySpace Video Fashion Channel

– More than 273,000 page views and more than 219,000 unique visitors

– 182,605 views of Tide’s exclusive Fit episodes– 1.13% CTR for pre-roll and post-roll placements

Tide’s community page was No. 1 among personal care and CPG verticals in page views and unique visitors from September to November 2008, receiving 84,326 page views and 56,468 unique visitors

Source: MySpace 9/1/08 – 11/30/08.

Roadblocks and hyper-targeted placements helped drive traffic to the Tide Brand Community

Two user homepage roadblocks (9/5/08 and 11/5/08) generated CTR of 0.54% and 0.41% respectively*

Tide leveraged MySpace’s HyperTargetinginsights to reach and engage Moms

HyperTargeting placements had a CTR of 0.57%, above the 0.06% CPG vertical average

Source: MySpace 9/1/08 – 11/30/08. *This is the CTR for the medium rectangle (300x250) units.

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Top Placements

Fashion Medium Rectangle: 0.91% CTR

Gardening Medium Rectangle: 0.87% CTR

Julia Roberts Medium Rectangle: 0.84% CTR

Apparel Shopping Medium Rectangle: 0.81% CTR

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YouTube buy generates scale and drives traffic to Brand Channel page

YouTube Sponsored Video 25.5 MM 24.9 M

Impressions CTRClicks

YouTube Display/Search 55.3 MM 33.6 M 0.06%

0.03%

YouTube CPG CTR Benchmark

0.05%

0.09%**

YouTube Partner Watch 19.2 MM 23.0 M*** 0.17%*** 0.18%

Source: Google 9/15/09 – 11/30/09. *When user searches for videos within YouTube, sponsored video placements are the video ads displayed on the right side of the search results (appendix has creative examples). **Benchmark is from Q4 2008 once the product officially launched.***Excludes video overlays, as they do not have a click through.

Tide was first to market to test YouTube's new sponsored video placement*– The product officially launched on 11/12/08 with Tide participating in the beta in September– The CTR was low for this placement, not surprising as this was a new YouTube search

model and keywords were not specifically targeted for this campaignTraditional media placements on YouTube performed in-line with YouTube CPG benchmarks, particularly strongly across Partner Watch placements

– The combination of inVideo overlays and companion ads on “Fashion Pack” and “Entertainment and Music Buzz Videos” generated very strong click rates

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YouTube generates DTTS video viewing and drives traffic to Brand Channel page

Source: Google 9/15/09 – 11/30/09. Please note that while the default video was rotated on the Brand Channel page, rotation was not even among all of the videos. As a result, the video views numbers above may be somewhat biased towards more heavily featured videos.

In aggregate, videos were watched 128,949 times across YouTubeThere were 87,902 brand channel views“Style Staples,” was viewed 36,757 times while “Seasonal Trends” was the least viewed with 7,836 timesThe videos became highly viral with many users emailing or IMing other users the URL (appendix)

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Category Key Findings Recommendations

Overall

Campaign was extremely successful, increasing purchase intent, brand favorability, and online ad awareness by integrating strong executions across all digital choices (iMedia, paid search, website, CRM, and social network)

Use the full array of digital choices in future campaigns in order to create a successful holistic digital campaign and reach people at various points of their online experience

iMedia

Social Network

The campaign served 281 million impressions, using highly targeted and unique placementsMySpace, People, and Glam all had strong attitudinal results and creative results scored above the normsCampaign positively impacted users of competitive detergent products

Distributed content is a key strategy in broadening reach and engagement. Use social networks when appropriate and when content can live outside of the brand site

Utilize contextually relevant and hyper-targeted placements whenever possible, especially on sites that performed strongestContinue to use rich media to provide users with engaging content and entice them to explore further This was the first Tide campaign that conducted OTX testing. Continue to utilize OTX testing for future campaigns in order to strengthen the creative

MySpace and YouTube were used very effectively, allowing video content to be distributed out to popular video networks

Paid Search

Consider keeping up initiative specific search keywords throughout the campaign and beyond in order to drive visitors seeking out campaign specific content

Paid search nicely complemented the campaign, driving traffic looking for product, Tim Gunn, and fashion advice

WebsiteContinue to drive visitors to this site, as it provided engaging experiences and positively impacted attitudes

Visitors were highly satisfied with DTTS site content and showed a positive change in opinion, purchase intent, and other metrics after visiting the siteVisitors were extremely engaged with the Tim Gunn videos and quizzes

CRMFeature campaign messaging in all monthly emails for the entirety of the campaign as this creates consistency and reinforcement among the loyal TFCN community

Tide Total Care messaging was featured in five TFCN emails and an EDS email and drove very qualified traffic to the DTTS site and coupon page

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Appendix: OGSM & Forecast

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OGSMObjectives

Awareness

Strategies

iMedia and partnerships: reach targeted large scale audience via online ads and content syndication with product messagingWebsite: educate and engage consumers through an interactive experienceTide Email: reach Tide-involved consumers via TFCN email

Measures*

iMedia: – Target Composition– Brand Awareness– Message Association– Impressions, Reach, Freq

Website: – Visits

Tide Email: – Email Reach, Freq

Goals

iMedia: – Target Comp: 50%+– Brand Awareness: above average

increase– Message Association: above average

increase– iMedia Impressions: 231MM– Reach:25% of web population– Freq: 4-5X

Website Visits: 300M (12 months) Email: Reach 23 MM, Freq 5x

Source

Dynamic LogicDARTGoogle AnalyticsDreamMail

Trial

iMedia: exposing consumers to online ad messaging with possible coupon call-to-actionCoupon: $1 off coupon for consumers who visit siteFree Sample: inclusion of free sample for consumers that take a quizeCommerce: Buy Now link

iMedia: – Purchase Intent

Coupon: – Coupon Requests

Free Sample: – Sample Requests

eCommerce:– Buy Now click rate

iMedia: – Purchase Intent: average increase in

intent Free Sample:

– Deplete sample inventory(~615M samples yr 1)Coupons: Deplete coupon inventory (~800M coupons yr 1)eCommerce: 1% - 3% click rate

Dynamic LogicDARTGoogle AnalyticsCCGChannel Intelligence

Engagement

iMedia, Email, Tide.com: call-to-action to visit Dress to the Sevens siteWebsite and Syndicated content: rich video and consumer engagement elements

iMedia, Email, Tide.com: – Click Rate

Website:– Visits– Video Starts – Engagement With User Initiated

Elements– Sweepstakes Conversion

iMedia Click Rate: .11%Email Click Rate: 0.5-1%Tide.com Click Rate: 2% - 5%Dressed to the Sevens Website:

– Non Auto-Start Videos Start Rate: 25%– 12 months of Visits: 300M– Engagement: avg. to above avg. rates

DARTGoogle AnalyticsCRM Metrix**

*Where possible, measures will be compared across different types of media and creative to learn about performance differences**Options will also be explored to try to leverage Tide.com’s site survey, CRM Metrix, to generate additional learning specific to this initiative

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Forecast

• Site Engagement will be evaluated by investigating the average number of video views per visitors, video view rate, video completion rates, average interaction rates with the interactive mannequin in the 7 Tenets of Style videos, “weekly challenge” completion rates, coupon and sample request rates, average time on site, and repeat visitor rate. • Ann Taylor Loft Impression figure from the estimate given from ATL for web purchases Sept-Dec. We will be getting data from ATL for number of confirmations emails sent, site visits, and other awareness and engagement metrics data. • iMedia Impression based on Media Plan excluding YouTube

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Appendix: Creative Units

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iMedia Concepts: Pills

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iMedia Concepts: Tim Gunn

(TG_Broadband_2)

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iMedia Concepts: Rich Media

Tide_300x350_click_exp_derive

Tide_300x350_PreExp_derive

http://www.pointroll.com/PointRoll/AdDemo/Procter&Gamble/Tide_300x250_PreExp_DERIVEPd9.asp

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Appendix: Additional DL Results

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Source: Dynamic Logic. *MarketNorms Q2/08 (Category: CPG - Household, Baseline Adjusted, N=89 campaigns).

Online ad awareness and persuasion metrics ranked excellent when compared to other CPG household campaigns

Percentile Ranking of Delta (Δ)

Below Average Average Above Average Excellent

Aided Brand Awareness

Online Ad Awareness

Spokesperson Association

Brand Favorability

Purchase Intent

Message Association

1.2

13.6

3.0

6.8

9.8

8.7

0% 20% 40% 60% 80% 100%

AdIndex Score: Normative Benchmarking of Brand Metric Deltas*

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Brand Metrics By Target

Source: Dynamic Logic. *Statistically significant difference between control and exposed group at a 90% confidence level. ^Small sample size.

Three quarters of respondents were within the buying target of women 25-49 years old

– Only 4% were prime prospects (Tide Non-Committed)Campaign increased brand favorability among those outside of the target

Campaign was more effective at increasing brand metrics among the buying target

MetricsBuying Target: Women 25-49 Not Target

Ctrl Δ Ctrl Δ

Unaided Brand Awareness 55% +0.9 49% +13.6

Aided Brand Awareness 80% +1.9 80% -1.3

Online Ad Awareness 21% +17.3* 33% +0.8

Message Association 7% +4.7 10% -2.9

Spokesperson Association 7% +8.0* 7% +2.9

Brand Favorability 52% +7.4 51% +17.7*

Purchase Intent 50% +6.9 52% +14.7

Sample Size c=171; e=274 c=47; e=83^

Target (n=357)

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Source: Dynamic Logic.

MySpace was the most effective at reaching the buying target

Glam MySpace People Style

Prime Prospect Target

Target: Tide Non-Committed 5% 5% 3% 3%

Non-Target 95% 95% 97% 97%

Buying Target

Target: Women 25-49 73% 91% 68% 71%

Non-Target 27% 9% 32% 29%

Age

18-34 39% 48% 53% 56%

35-49 45% 50% 34% 35%

50+ 16% 2% 13% 9%

Exposed Respondents 132 122 116 34

Household Income

<$40k 46% 58% 23% 59%

$40k-$75k 30% 27% 31% 30%

$75k+ 24% 15% 46% 11%

Exposed Respondents Who Answered 114 105 102 27

Site Visitor Characteristics

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Source: Dynamic Logic. *Statistically significant difference between control and exposed group at a 90% confidence level. **50+ not shown due to insufficient sample size.

The 18-34 age group was more impacted by the campaign

Brand Attributes & Attributes By Age**

Age (n=357)

Metrics and Attributes18-34 35-49

Ctrl Δ Ctrl Δ

Unaided Brand Awareness 50% +6.9 60% -3.5

Aided Brand Awareness 83% -3.6 78% +5.2

Online Ad Awareness 22% +15.1* 25% +14.6*

Message Association 10% +2.5 5% +5.6

Spokesperson Association 7% +9.4* 8% +5.1

Brand Favorability 56% +8.9 51% +7.5

Purchase Intent 53% +10.3* 51% +3.3

Protects color 46% +14.4* 50% +3.7

Sample Size c=98; e=164 c=101; e=158

In addition to online ad awareness, which increased among both age groups, the 18-34 group also saw lift in purchase intent and spokesperson association

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Source: Dynamic Logic. *Statistically significant difference between control and exposed group at a 90% confidence level. **Radio and Other not shown due to insufficient sample size.

Half of the audience had seen Tide advertised on TV in the past 30 daysNewspaper/magazine awareness had the biggest influence on purchase intent and brand favorability

Online exposure coupled with other media awareness reinforced the campaign communication, increasing brand metrics

MetricsTV Newspaper/ Magazine In Store Displays Have not seen

Ctrl Δ Ctrl Δ Ctrl Δ Ctrl Δ

Unaided Brand Awareness 59% +4.1 56% +11.6 57% +4.3 46% +5.1

Aided Brand Awareness 98% -0.7 97% -2.1 98% -1.1 43% +1.9

Online Ad Awareness 29% +27.2* 38% +20.6* 41% +18.1* 6% -1.5

Message Association 11% +5.3 10% +1.6 15% -0.7 1% +2.4

Spokesperson Association 10% +8.9* 8% +11.0* 8% +7.0 1% +3.4

Brand Favorability 61% +13.1* 52% +30.3* 62% +12.1* 29% +8.5

Purchase Intent 56% +13.3* 48% +28.6* 47% +21.3* 43% -5.4

Sample Size c=115; e=182 c=50; e=86 c=68; e=112 c=70; e=102

Total Ad Awareness (n=357)

Brand Metrics By Total Ad Awareness**

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Source: Dynamic Logic. *Statistically significant difference between control and exposed group at a 90% confidence level. **Radio and Other not shown due to insufficient sample size.

TV helped convey six out of the seven brand attributes, with only “fights stains” not breaking through

TV and newspaper/magazine awareness in particular appears to reinforce online messaging and product benefits

Brand Attributes By Total Ad Awareness**

Tide Total Care…TV Newspaper/

Magazine In Store Displays Have not seen

Ctrl Δ Ctrl Δ Ctrl Δ Ctrl Δ

Cleans thoroughly 64% +9.4* 60% +17.9* 67% +8.3 35% -2.0

Enhances softness 45% +10.6* 48% +5.0 56% +0.7 28% -6.6

Fights stains 62% +6.4 58% +14.8* 64% +4.6 34% -3.2

Maintains finish 46% +11.4* 47% +10.4 55% +4.6 23% +0.5

Preserves shape 41% +16.9* 36% +23.0* 54% +5.0 23% -4.9

Prevents stains 36% +11.0* 37% +6.4 48% -1.6 18% -1.3

Protects color 53% +16.6* 51% +17.3* 59% +13.0* 30% -2.2

Sample Size c=115; e=182 c=50; e=86 c=68; e=112 c=70; e=102

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Source: Dynamic Logic. *Statistically significant difference between control and exposed group at a 90% confidence level. ^Small sample size.

Campaign positively impacted those that think laundry is their responsibility

Brand Attributes By Statements

Statements (n=357)

Metrics and Attributes

Laundry is my responsibility

Laundry is just one of the many things I do

Clothes are an important part of my appearance


Unaided Brand Awareness 43% +12.0 58% -1.4 53% +6.4

Aided Brand Awareness 85% +1.7 76% +0.3 82% +3.4

Online Ad Awareness 25% +29.8* 20% +8.7 28% +13.9*

Message Association 5% +17.9* 8% -0.1 8% -0.3

Spokesperson Association 3% +16.7* 9% +2.2 6% +8.5*

Brand Favorability 46% +19.4* 46% +9.5 65% +5.6

Purchase Intent 48% +17.2* 46% +4.8 58% +11.2

Preserves shape 32% +24.2* 38% -5.5 44% +12.5*

Protects color 48% +18.7* 43% +0.8 56% +13.3*

Sample Size c=43; e=60^ c=105; e=186 c=70; e=111

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Source: Dynamic Logic. *Statistically significant difference between control and exposed group at a 90% confidence level.

Ads that did not have video also performed better than video ads. Respondents exposed to video ads may or may not have initiated the video

Creative with Tim Gunn outperformed creative in which he was not featured

Brand Metrics & Attributes By Creative Groupings (Mutually Exclusive)

Metrics and Attributes CtrlTim Gunn No Tim Gunn Video No Video

Exp Δ Exp Δ Exp Δ Exp Δ

Unaided Brand Awareness 53% 57% +3.4 60% +6.9 65% +11.1 56% +2.4

Aided Brand Awareness 80% 80% +0.5 73% -7.2 76% -4.0 79% -0.7

Online Ad Awareness 24% 35% +10.7* 38% +14.5* 19% -4.5 41% +17.4*

Message Association 8% 11% +3.4 8% +0.5 6% -1.2 12% +3.9

Spokesperson Association 7% 15% +7.9* 7% -0.1 6% -0.5 14% +7.0*

Brand Favorability 52% 62% +9.9* 56% +4.3 55% +3.0 62% +9.8*

Purchase Intent 50% 62% +12.0* 51% +0.3 60% +9.3 58% +7.2

Protects color 48% 59% +10.4* 48% -0.3 58% +9.8 54% +5.8

Sample Size 218 162 73 62 172

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Appendix: DL Survey

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Definition of Awareness Metrics

• Unaided Brand Awareness - Measures respondents’ top-of-mind awareness of TideQuestion: When thinking of laundry detergents, what brand comes to mind first?

• Aided Brand Awareness – Measures respondents’ familiarity with Tide Total CareQuestion: Have you heard of the following laundry detergents?

• Online Ad Awareness - Measures the extent to which respondents recall seeing Tide Total Careadvertised online

Question: Have you seen the following laundry detergents advertised online in the past 30 days?

• Message Association – Measures the extent to which respondents can match the creatives’ messaging to Tide Total Care versus its competitors

Question: Which of the following laundry detergent, if any, uses this message in its advertising?

“Dress to the Sevens”

• Spokesperson Association – Measures the extent to which respondents can match the spokesperson to Tide Total Care versus its competitors

Question: Which of the following laundry detergent is associated with this person?

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Definition of Persuasion Metrics and Brand Attributes

• Brand Favorability – Measures respondents’ opinion of Tide Total CareQuestion: How would you describe your overall opinion about each of the following laundry detergents?

• Purchase Intent – Measures respondents’ likelihood to purchase Tide Total Care in the futureQuestion: Next time you are looking to purchase laundry detergent, how likely are you to purchase the following detergents?

• Brand Attributes - Measures respondents’ agreement with certain attributes as they relate to Tide Total Care

Question: Please indicate how strongly you agree or disagree with the following statements about Tide Total Care.

Tide Total Care… • Protects color • Enhances softness • Prevents stains • Preserves shape • Maintains finish • Cleans thoroughly • Fights stains

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Definition of Creative Feedback MetricsThe following metrics are presented after an image of the ad in the survey

• Likeability – Measures the extent to which respondents like the creative Question: Overall, how much do you like this ad?

• The following metrics are asked in a single agree/disagree question: Again, thinking about the ad you've just seen for Tide Total Care, please indicate whether you agree or disagree with each of the following statements:

– Relevance – Measures whether respondents think the points in the creative are relevant to them

Statement: The points made in the ad were relevant to me

– Believability - Measures whether respondents think the points in the creative are believableStatement: The points made in the ad were believable

– New Information - Measures whether respondents think the creative communicates new information about the brand

Statement: It contained new information about Tide Total Care

– Branding - Measures whether respondents think the brand’s message is uniqueStatement: It made me think Tide Total Care is really different from others

– Viral - Measures whether respondents would talk about the ad with othersStatement: It is an ad that I would tell other people about

– Share Link - Measures whether respondents would share the link with othersStatement: It is an ad that I would send someone else a link to so that they could watch it

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Appendix: Additional iMedia Results

Rich Media Results

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Source: PointRoll.

MySpace Rollover/Click To Expand Breakout:

- People.com had the highest Interaction Rate for the pre-expandable creative at 11.6%! This creative also had a Panel CTR of over 6%. Both exceeding the ’08 CPG benchmarks. Glam.com had the highest Interaction Rate for the expandable creative at 7.1%, exceeding the ’08 CPG benchmark. Due to the creative being click to expand, MySpace had the highest Brand Time and high Panel CTR for both formats. This also caused Interaction Rates to be below 1%.

Rich Media Results (continued)

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Source: PointRoll.

Clicks on unexpanded banner: 26,542

Get Coupon Clicks – 249Watch Videos Clicks – 182

Unmute – 1,031Mute – 254

Pause – 351Play – 114

Restart – 960

When available, creative should always be rollover to expandRollover CTA should appear immediately in animation, use stronger/bold fonts to draw users attentionGood use of ‘mute’ icon letting users know they need to initiate sound (PR Best Practice)Video restarts when users click for sound (PR Best Practice)Pre-expandable creative did a good job grabbing users attention and this resulted in strong metrics when compared to the expandable ad unitsUtilize additional ad sizes (728x90, 160x600) to serve creative on different parts of the sites included on media plan

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Glam, People, and Style Detailed iMedia Results

Source: DoubleClick/DART. *Reach, Frequency, and Click Rate all exclude data from site served placements.

Metric

Impressions

Reach*

Frequency*

Click Rate*

Media Spend

CPM

Glam

38.4 MM

12.3 MM

3.1

0.09%

$375,000

$9.77

People

14.0 MM

3.6 MM

3.9

0.04%

$125,000

$8.92

People Style

9.7 MM

1.8 MM

5.3

0.03%

$125,000

$12.92

Style

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Appendix: Additional Website Results

11,213 visits to the 7 Signs of Beautiful Clothes section of DTTS

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Source: Google Analytics, 9/1/08 – 11/30/08. Please note that sum of all visits to each of the 7 content sections exceeds 11,213 as some visitors visited multiple content areas.

Cleans: 2,703 visits

Color: 2,639 visits

Shape: 2,536 visits

Finish: 2,474 visits

Softness: 2,380 visits

Pills: 3,053 visits

Stains: 2,683 visits

“Pills” was the most visited of the 7 signs while “Softness” was the least visited

Video completion break-out

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Source: Google Analytics, 9/1/08 – 11/30/08.

Video completion break-out (continued)

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Source: Google Analytics, 9/1/08 – 11/30/08.

59

Appendix: Additional CRM Results

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September 2008 EDS email

An EDS email sent in September drove 2,209 clicks to DTTS– 6,344,573 emails delivered– 653,236 emails opened– 443,193 total clicks

Source: P&G.

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Appendix: Additional YouTube Results

YouTube Creative Screenshots

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Source: Google 9/15/09 – 11/30/09.

YouTube Sponsored Video Ad

YouTube Search Ad

YouTube Creative Screenshots

63

InVideo Overlay

Companion Ad

Source: Google 9/15/09 – 11/30/09.

YouTube Campaign Detailed Media Results

64

Source: Google 9/15/09 – 11/30/09.

YouTube Campaign Detailed Media Results (continued)

65

Source: Google 9/15/09 – 11/30/09.

YouTube Brand Channel Page Results

66

Source: Google 9/15/09 – 11/30/09.

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Ann Taylor LOFT Partnership

Ann Taylor LOFT Partnership

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~1MM emails deployed (9/14/08) ~100M emails delivered for NYC Jorge Ramon Event (9/22/08)

~50M emails delivered for Cincinnati Jorge Ramon Event (10/12/08)

Discount codes used to purchase items on anntaylorloft.com: 1,864 (Tide), 17 (Downy), 238 (Total Care)Thank You emails sent to anntaylorloft.com consumers after online purchase: 200,000Visits to anntaylorloft.com pages with Total Care messaging: ~5,000Tide Total Care coupons placed in each customer’s purchase box: 200,000

Source: Ann Taylor LOFT.

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Documents

Final Campaign Analysis