Challenge
A leading CPG brand needed to separate itself from other top bar soap brands, as consumers spend $750 million annually on bar soap¹. The client wanted to drive awareness of its brand’s moisturizing benefits, especially over its biggest competitor.

Solution
Microsoft Advertising developed a campaign of strategically-placed ads in the Health & Fitness, MSN Games, and Delish Microsoft Network properties, leveraging content that resonated with users.

Results
The campaign influenced specific important segments, potentially opening up a new audience for the brand. Those who only use bar soap and were exposed to the campaign displayed an 18 percent lift in Purchase Intent, and respondents who had never tried the brand increased Top of Mind Awareness over 200 percent, Message Association by 305 percent, and Purchase Intent by 63 percent. Most importantly to the client, competitor soap users altered their perception of the advertised brand, and increased their Purchase Consideration 20 percent.

Not only did the campaign deliver impressive overall results, it succeeded in the most important goals of driving brand awareness and persuading users of the competitor soap to try the product. As this campaign clearly demonstrates, Microsoft Advertising offers a platform that can reach, engage and influence the decisions of target audiences.

 

Download the CPG soap case study now

 
1. Advertising Age, February 2010, Deutsche Bank Information Resources, 2009.

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