For this research study, Google and Dove worked together to explore the impact of online advertising on in-store sales. The study found that the inclusion of online advertising resulted in a 6% overall sales uplift. Online advertising was most effective when used in synergy with national TV, a combination that led to a 11% sales uplift. Most interestingly, it was found that although the campaign advertised a single product, it was effective in generating sales over the whole range.

Goals

  • Measure the ROI of online advertising
  • Explore the impact of online advertising for in-store sales for Dove Hair Care in France

Approach

  • Select two statistically identical test markets to provide control vs. test scenario
  • Collect sales data from 34 POS at the purchasing basket level

Results

  • Inclusion of online advertising resulted in a 6% sales uplift
  • Online was most effective when used in synergy with national TV
  • Though the campaign advertised a single product it was effective in generating sales over the whole range
Published
June 2011
Topics

Google and Dove worked together to explore the impact of online advertising on in-store sales.

Key findings:

  • The inclusion of online advertising resulted in a 6% sales uplift.
  • Online was most effective when used in synergy with national TV _ this led to a 11% sales up lift.
  • Though the campaign advertised a single product it was effective in generating sales over the whole range.

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