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Case Study

Zovirax Case Study: Italy

the rundown

How do YouTube and TV interact when it comes to marketing? To find out, we monitored the results of a multi-media campaign to sustain brand awareness and measure intention to use the lip medicine Zovirax. Our overall finding was that people had much greater recall and recognition of the campaign when they saw it both on YouTube and TV.

The Goals

  • Measure how well YouTube sustains Zovirax brand awareness and image
  • Gauge how well YouTube complements TV in media mix

The Approach

  • Measured brand reach, recall and recognition on YouTube

The Results

  • The campaign reached 66% of the 25-45 year old population
  • 43% of the YouTube reach for the focus target was incremental
  • Campaign was higher with the target through a combination of YouTube and TV
 

Download the rundown