Final Campaign Analysis

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

3/3/2009

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

2

Initiative Description Objectives

Strategies & Tactics

Target

Media Budget

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

$1MM for iMedia, includes third-party ad serving and Dynamic Logic Brand Study Tide.com Updates Live 7/17/08

Timing

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 iMedia

Paid Search

Website

CRM

Soc. Network.

Mobile

eCommerce

Digital Choices

3

Tracking the Consumer Journey iMedia

YouTube & MySpace

Integration with Ann Taylor LOFT (website and email) Dynamic Logic, DART, PointRoll, 3rd Party Google, MySpace

Ann Taylor LOFT

Tide.com

TFCN & EDS DressToTheSevens.com

Google Analytics

Epsilon

Google Analytics, CRM Metrix

4

Tide Identity campaign was extremely successful

Online ad awareness increased by 13.6 pts

Brand favorability increased by 9.8 pts

Purchase intent increased by 8.7 pts

5

Executive Summary

Awareness

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 exposures 281 million impressions were served across MySpace, YouTube, Glam, People, and Style using hyper-targeting and unique partnerships The Dress to the Sevens site attracted half a million visits, as well as additional visitors to distributed content on MySpace and YouTube Tide Total Care and Dress to the Sevens messaging was featured in five TFCN emails

Trial

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 products Visitors to the Dress to the Sevens site had a 15% lift in purchase intent and increases in other brand metrics Close 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 placements Messaging for Tide Total Care and Dress to the Sevens usually generated greatest click rates within the TFCN emails

6

iMedia

iMedia

Paid Search

Website

CRM

Social Network

Mobile

eCommerce

7

Campaign successfully increased purchase intent

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 Brand Metrics & Attributes (Overall Respondents) Control (n=218)

Exposed (n=357)

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.

8

Awareness achieved through a diverse range of campaign components 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

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

100 Million Impressions (Overall CTR = 0.07%)

38 Million Impressions (Overall CTR = 0.09%)

14 Million Impressions (Overall CTR = 0.04%)

10 Million Impressions (Overall CTR = 0.03%) 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).

9

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

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

Brand Metrics By Sites** Metrics

Glam

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*

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

Spokesperson Association

Sample Size Mean/Median Frequency

c=63; e=132

c=68; e=122

c=69; e=116

6.1/2.0

8.1/3.0

5.4/2.0

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

10

Higher frequency of exposure drove increases in more brand metrics Frequency of Exposure (n=357)

Half of respondents were exposed only once, while 20% were exposed 2-3 times and 30% were exposed 4+ times

One exposure was sufficient at increasing online ad awareness and brand favorability

Four or more exposures were needed to increased aided brand awareness and spokesperson association

Brand Metrics By Frequency of Exposure Metrics and Attributes

Ctrl

1

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

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

11

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

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

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

12

Campaign positively impacted users of competitive detergent products

Tide is used by the majority of survey respondents, followed by Purex and Arm & Hammer

While 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

Brands Used** (n=357)

Brand Metrics By Brands Used*** Metrics

Purex

All

Tide

Ctrl

Δ

Ctrl

Δ

Ctrl

Δ

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

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*

Spokesperson Association

Sample Size

c=66; e=106

c=52; e=66

c=132; e=218

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.

13

Paid Search

iMedia

Paid Search

Website

CRM

Social Network

Mobile

eCommerce

14

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

Tide Total Care Campaign Impressions: 1,928,923 Clicks: 3,826 clicks CTR: 0.20%

Promotional Campaign Impressions: 25,848,306 Clicks: 27,780 clicks CTR: 0.11%

¾ Brand Keywords Impressions: 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%) ¾ Dress to the Sevens Keywords Impressions: 236,020, Clicks: 257, CTR: 0.11% Top performers*: “dress to the sevens” (19.41%) ¾ Seven Signs Keywords Impressions: 1,283,378, Clicks: 516, CTR: 0.04% Top performers*: “laundry pills” (3.41%), “remove stains” (0.53%) ¾ Fashion Keywords Impressions: 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%) ¾ Tim Gunn Keywords Impressions: 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%)

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

15

Website

iMedia

Paid Search

Website

CRM

Social Network

Mobile

eCommerce

16

DTTS site attracted half a million visits

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

Dress To The Sevens Weekly Traffic iMedia Campaign 9/1/08 – 11/30/08

60,000 50,000

82,674 visits

414,561 visits

Visits

40,000 30,000 20,000 10,000 0

Week Starting 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.

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

17

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

“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.”

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

“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”

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

18

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

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

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

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

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

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

Brand Recommendation Top 2 Box: Definitely and probably would recommend Tide

CPG Benchmark

Say they visited DTTS

Say they did not visit DTTS

46.8%

59.0%

44.4%

15%

N/A**

71.1%

56.2%

15%

83.6%

89.6%

80.8%

9%

89.1%

91.1%

77.8%

13%

77.3%

77.1%

68.0%

9%

56.8%

62.7%

54.1%

9%

Difference*

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.

19

Video and quiz completion rates are extremely high

Unique* Videos Starts: 387,570

Visits with 1 or more quiz starts: 56,288 visits (14% of total site traffic) Total Quizzes Started: 65,835

Unique* Videos Quarter Complete: 355,266

Total Quizzes Completed: 61,002 Unique* Videos Mid Complete: 338,589

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

(93% completion rate)

Total Clicks to Enter Sweeps: 87,807 Unique Clicks to Enter Sweeps: 50,580 (90% enter rate**)

Source: Google Analytics. Video results 9/1/08 â&#x20AC;&#x201C; 11/30/08. Quiz results 9/2/08 â&#x20AC;&#x201C; 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.

20

Close to half a million coupon and sample requests during campaign During the campaign, there were 954,744 total visits to the coupon/sample pages, with 48% requesting a coupon or sample –

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

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

21

CRM

iMedia

Paid Search

Website

CRM

Social Network

Mobile

eCommerce

22

TFCN emails generated 218M clicks on Tide Total Care content

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

Aug.

Sept.

Oct.

Nov.

2.5MM del.

9% open rate 3.3% total click rate

2.5MM del.

11% open rate 8.3% total click rate

2.5MM del.

11% open rate 3.7% total click rate

2.4MM del.

11% open rate 4.7% total click rate

2.4MM del.

11% open rate 3.2% total click rate

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

“New Tide® To Go Mini.

Small size. BIG results.”

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

“Save $1 on Tide ® TotalCare™”

“Get what you pay for with Tide®.”

27M (1.1%)

23M (0.9%) 17M (0.7%)

5M (0.2%)

59M (2.4%)

51M (2.1%) 2M (0.07%)

14M (0.7%) 2M (0.08%)

29M (1.2%) 2M (0.06%)

18M (0.7%)

73M (3.0%) 27M (1.1%)

17M (0.7%)

517 (0.02%)

6M (0.2%)

2M (0.09%) 9M (0.4%)

4M (0.2%)

3M (0.1%) 5M (0.2%) .5M (0.02%)

CTA “Learn More”

CTA: “Get Coupon”

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

13M (0.5%)

23M (1%) 8M (0.3%)

CTA: “Get Coupon”, “Enter Now”

15M (0.6%) CTA: “Get Coupon”

Source: DREAMmail 23

Social Network

iMedia

Paid Search

Website

CRM

Social Network

Mobile

eCommerce

24

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’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

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

Source: MySpace 9/1/08 – 11/30/08.

25

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 HyperTargeting insights to reach and engage Moms

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

¾ Fashion Medium Rectangle: 0.91% CTR ¾ Gardening Medium Rectangle: 0.87% CTR ¾ Julia Roberts Medium Rectangle: 0.84% CTR ¾ Apparel Shopping Medium Rectangle: 0.81% CTR

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

26

YouTube buy generates scale and drives traffic to Brand Channel page

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 campaign

Traditional 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

Impressions

Clicks

CTR

YouTube CPG CTR Benchmark

YouTube Sponsored Video

25.5 MM

24.9 M

0.03%

0.09%**

YouTube Display/Search

55.3 MM

33.6 M

0.06%

0.05%

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.

27

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

In aggregate, videos were watched 128,949 times across YouTube

There were 87,902 brand channel views

“Style Staples,” was viewed 36,757 times while “Seasonal Trends” was the least viewed with 7,836 times

The videos became highly viral with many users emailing or IMing other users the URL (appendix)

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.

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Key Findings & Recommendations

29

Key Findings & Recommendations 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

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

Utilize contextually relevant and hyper-targeted placements whenever possible, especially on sites that performed strongest

MySpace, People, and Glam all had strong attitudinal results and creative results scored above the norms

Continue to use rich media to provide users with engaging content and entice them to explore further

Campaign positively impacted users of competitive detergent products

This was the first Tide campaign that conducted OTX testing. Continue to utilize OTX testing for future campaigns in order to strengthen the creative

Paid Search

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

Website

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

CRM

Social Network

Consider keeping up initiative specific search keywords throughout the campaign and beyond in order to drive visitors seeking out campaign specific content Continue to drive visitors to this site, as it provided engaging experiences and positively impacted attitudes

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

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

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

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 30

Appendix: OGSM & Forecast

31

OGSM Objectives

Awareness

Trial

Engagement

Strategies

Measures*

Goals

Source

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

iMedia: – Target Composition – Brand Awareness – Message Association – Impressions, Reach, Freq Website: – Visits Tide Email: – Email Reach, Freq

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

Dynamic Logic DART Google Analytics DreamMail

iMedia: exposing consumers to online ad messaging with possible coupon call-to-action Coupon: $1 off coupon for consumers who visit site Free Sample: inclusion of free sample for consumers that take a quiz eCommerce: 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 Logic DART Google Analytics CCG Channel Intelligence

iMedia, Email, Tide.com: call-toaction to visit Dress to the Sevens site Website 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

DART Google Analytics CRM 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

32

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

33

Appendix: Creative Units

34

iMedia Concepts: Pills

35

iMedia Concepts: Tim Gunn (TG_Broadband_2)

36

iMedia Concepts: Rich Media Tide_300x350_click_exp_derive

Tide_300x350_PreExp_derive

37

Appendix: Additional DL Results

38

Online ad awareness and persuasion metrics ranked excellent when compared to other CPG household campaigns AdIndex Score: Normative Benchmarking of Brand Metric Deltas* Below Average

Aided Brand Awareness

Average

Above Average

Excellent

1.2

Online Ad Awareness

13.6

Message Association

3.0

Spokesperson Association

6.8

Brand Favorability

9.8

Purchase Intent 0%

8.7 20%

40%

60%

80%

100%

Percentile Ranking of Delta (Î&#x201D;) Source: Dynamic Logic. *MarketNorms Q2/08 (Category: CPG - Household, Baseline Adjusted, N=89 campaigns).

39

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

–

Target (n=357)

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

Brand Metrics By Target Metrics

Buying 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^

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

40

MySpace was the most effective at reaching the buying target

Site Visitor Characteristics Glam

MySpace

People

Style

5%

5%

3%

3%

95%

95%

97%

97%

Target: Women 25-49

73%

91%

68%

71%

Non-Target

27%

9%

32%

29%

18-34

39%

48%

53%

56%

35-49

45%

50%

34%

35%

50+

16%

2%

13%

9%

Exposed Respondents

132

122

116

34

<$40k

46%

58%

23%

59%

$40k-$75k

30%

27%

31%

30%

$75k+

24%

15%

46%

11%

Exposed Respondents Who Answered

114

105

102

27

Prime Prospect Target Target: Tide Non-Committed Non-Target Buying Target

Age

Household Income

Source: Dynamic Logic.

41

The 18-34 age group was more impacted by the campaign Age (n=357)

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

Brand Attributes & Attributes By Age** Metrics and Attributes

18-34

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

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

42

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

Half of the audience had seen Tide advertised on TV in the past 30 days

Total Ad Awareness (n=357)

Newspaper/magazine awareness had the biggest influence on purchase intent and brand favorability

Brand Metrics By Total Ad Awareness** Metrics

TV

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

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.

43

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

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

Brand Attributes By Total Ad Awareness** Newspaper/ Magazine

TV

Tide Total Care…

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

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.

44

Campaign positively impacted those that think laundry is their responsibility Statements (n=357)

Brand Attributes By Statements 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

Ctrl

Î&#x201D;

Ctrl

Î&#x201D;

Ctrl

Î&#x201D;

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

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

45

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

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

Brand Metrics & Attributes By Creative Groupings (Mutually Exclusive) Metrics and Attributes

Ctrl

Unaided Brand Awareness

Tim Gunn

No Tim Gunn

Video

No Video

Exp

Δ

Exp

Δ

Exp

Δ

Exp

Δ

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

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

46

Appendix: DL Survey

47

Definition of Awareness Metrics •

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

•

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

•

Online Ad Awareness - Measures the extent to which respondents recall seeing Tide Total Care advertised 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?

Source: Dynamic Logic.

48

Definition of Persuasion Metrics and Brand Attributes •

Brand Favorability – Measures respondents’ opinion of Tide Total Care Question: 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 future Question: 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

Source: Dynamic Logic.

49

Definition of Creative Feedback Metrics •

•

The 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 believable Statement: 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 unique Statement: It made me think Tide Total Care is really different from others

–

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

–

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

Source: Dynamic Logic.

50

Appendix: Additional iMedia Results

51

Rich Media Results

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 â&#x20AC;&#x2122;08 CPG benchmarks. Glam.com had the highest Interaction Rate for the expandable creative at 7.1%, exceeding the â&#x20AC;&#x2122;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%.

Source: PointRoll.

52

Rich Media Results (continued) Clicks on unexpanded banner: 26,542 Get Coupon Clicks – 249 Watch Videos Clicks – 182 Unmute – 1,031 Mute – 254 Pause – 351 Play – 114 Restart – 960

When available, creative should always be rollover to expand Rollover CTA should appear immediately in animation, use stronger/bold fonts to draw users attention Good 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 units Utilize additional ad sizes (728x90, 160x600) to serve creative on different parts of the sites included on media plan Source: PointRoll.

53

Glam, People, and Style Detailed iMedia Results

Metric

Glam

People

Style

Impressions

38.4 MM

14.0 MM

9.7 MM

Reach*

12.3 MM

3.6 MM

1.8 MM

Frequency*

3.1

3.9

5.3

Click Rate*

0.09%

0.04%

0.03%

Media Spend

$375,000

$125,000

$125,000

CPM

$9.77

$8.92

$12.92

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

54

Appendix: Additional Website Results

55

11,213 visits to the 7 Signs of Beautiful Clothes section of DTTS “Pills” was the most visited of the 7 signs while “Softness” was the least visited Finish: 2,474 visits

Shape: 2,536 visits

Color: 2,639 visits

Cleans: 2,703 visits

Softness: 2,380 visits

Pills: 3,053 visits

Stains: 2,683 visits

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.

56

Video completion break-out

Source: Google Analytics, 9/1/08 â&#x20AC;&#x201C; 11/30/08.

57

Video completion break-out (continued)

Source: Google Analytics, 9/1/08 â&#x20AC;&#x201C; 11/30/08.

58

Appendix: Additional CRM Results

59

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. 60

Appendix: Additional YouTube Results

61

YouTube Creative Screenshots YouTube Sponsored Video Ad

YouTube Search Ad Source: Google 9/15/09 â&#x20AC;&#x201C; 11/30/09.

62

YouTube Creative Screenshots Companion Ad

InVideo Overlay Source: Google 9/15/09 â&#x20AC;&#x201C; 11/30/09.

63

YouTube Campaign Detailed Media Results

Source: Google 9/15/09 â&#x20AC;&#x201C; 11/30/09.

64

YouTube Campaign Detailed Media Results (continued)

Source: Google 9/15/09 â&#x20AC;&#x201C; 11/30/09.

65

YouTube Brand Channel Page Results

Source: Google 9/15/09 â&#x20AC;&#x201C; 11/30/09.

66

Ann Taylor LOFT Partnership

67

Ann Taylor LOFT Partnership 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: 200,000 Visits to anntaylorloft.com pages with Total Care messaging: ~5,000 Tide Total Care coupons placed in each customer’s purchase box: 200,000

~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)

Source: Ann Taylor LOFT. 68

69