The Dove Soap Bubble
Written by Jessica Ong (contact - e-mail) -- October 15th, 2009 |
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According to the Google Keyword Tool,there were 7.5 million broad match searches on the term ‘soap’ in September. Granted that some of the searches are related to “soap operas” rather than cleansing soaps, there are still quite a few people searching for the term. CPG companies are fueling this growth in search with increased investment in online advertising. In fact, according to TNS, one of the leading soap brands Dove spent nearly $5MM on online display advertising during the first half of this year. This investment is significantly greater than that of rival brands Softsoap and Olay. Due in part to their investment in online advertising, Compete’s data shows that site traffic to Dove.com are multiples greater than its competitors.
Over one million consumers visited Dove’s website in August. This volume is comparable to the number of consumers visiting sites like Bravo TV, The New Yorker and Morningstar. So how does Dove maintain its online visitor volume using display advertising? Many of you have probably seen a Dove ad online recently. We went back a few months and examined two campaigns that Dove ran on both Yahoo! and AOL in late July. We isolated exposed consumers who saw the Dove ad and compared their behavior to a group of control consumers who did not see the ad but were otherwise similar in behavior and composition. Take a look at the search results below.
On Yahoo!, exposed consumers were nearly twice as likely to search for the Dove brand as control consumers who did not see the ad up to a week after the campaign ended. The ad on AOL resulted in an even greater shift in consumer behavior prompting exposed consumers to search at nearly twice the rate than those on Yahoo. The incremental search activity for Dove is not just a sign of online success, it is also a sign of brand strength and consumer recollection. So it is no wonder that according to the Google Keyword Tool, there were 2.2 MM searches for Dove in September compared to 823K searches for Olay and 60K searches for Softsoap. The ads did drive direct traffic to Dove’s site, but Dove got even greater value from the incremental searches and the resulting “indirect” traffic. Here is another great example that shows that online advertising indeed works!
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October 15th, 2009 at 11:22 pm
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October 31st, 2009 at 5:16 am
To make this company dream possible, it is vital for us to stay in touch with each of our members, this gives us the incite to what is really required by our members to ensure that you have all the correct tools, help and advice.
October 31st, 2009 at 5:17 am
Our Company goal is to constantly expand our services at no cost to our members and to become the worlds largest stock market recommendation, advice, education and trading platform
October 31st, 2009 at 5:17 am
Our company goal is to provide as much support and assistance in helping our members achieve their desired profits and personal goals by following the research for general trading ideas /suggestions and lessons provided daily through our interactive member’s reports.
October 31st, 2009 at 5:17 am
The Australian Stock Investment Group is an Australian owned company that provides information and research for general trading ideas from some of Australia’s leading stock brokerage firms, financial information providers and general trading advisors. These companies are located throughout Australia’s capital cities and are widely considered the best services available in Australia today
October 31st, 2009 at 5:18 am
Over the past seven years The ASI Group team has been compiling information from our clients to find out an easier and more successful way of achieving profits form the worlds most popular investment vehicle “The Stock Market”.
October 31st, 2009 at 5:18 am
and the resulting “indirect” traffic. Here is another great example that shows that online advertising indeed works!
October 31st, 2009 at 5:18 am
On Yahoo!, exposed consumers were nearly twice as likely to search for the Dove brand as control consumers
November 1st, 2009 at 2:19 am
123232Yahoo!, exposed consumers were nearly twice as likely to search for the Dove brand as control consumers
November 1st, 2009 at 2:19 am
Dove brand as control consumers