Measuring the ROI of Online Advertising: Dove Hair Care in France

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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

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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