Sony Sees Lift in Brand Awareness Through Search Campaign

Case Study, 01/18/08
Sony Sees Brand Awareness Lift Through Search
As one of the leading consumer electronics brands in the world, Sony wanted to test the effectiveness of their online search campaign as a way to lift brand awareness and boost purchase intent. The target audience was consumers age 18 to 64.
 
The Challenge:
Because consumers use search engines to research and compare many products, Sony needed the search campaign to help its brand and products stand out from the competition—and with a high return on investment.
 
The Results:
Exposures to Sony search ads on Live Search considerably lifted purchase intent and drove likelihood that the viewer would recommend the Sony product. The ads generated: 
    • More positive attitudes toward Sony and less positive attitudes toward competitors’ brands.
    • A 14.5 percent increase in purchase intent, and an 8.9 percent increase in the likelihood of recommendation.
    • A 20.9 percent increase in the perception of Sony as the “leader in the field.”
 
Search ads with branded terms were 15 percent more effective at driving brand lift than those with generic terms, increasing the likelihood of recommendation by 14.8 percent. Consumers considered search engines the second most useful tool in product research, behind store visits.
 
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