Maggi So Juicy - Building Brands Online Study

28/07/2011
Maggi So Juicy - Building Brands Online Study

IAB research demonstrates the role of online in delivering cost-effective brand awareness for FMCG brands.

Online advertising delivers uplift in brand and ad awareness, whilst TV drives favourability and purchase intent. That’s according to research commissioned by the Internet Advertising Bureau (IAB) which identifies the separate and combined impact of online and TV in a campaign run by Nestlé for their Maggi so Juicy cooking sauce brand.

Carried out by GfK, the research project is the second in IAB’s Building Brands Online Trilogy that assesses the results of three FMCG advertising campaigns, each using online and different combinations of media. www.iabuk.net/research

Aimed at a target audience of 25-40 year old women with children, the campaign included TV, online advertising and Online Social.

Member only downloads

FileSize
Building Brands Online - Maggi So Juicy.ppt9.48 MB
Full version - members only Login | Become a member