Case study: Vaseline and Contextual Advertising

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In-text advertising can be a balm to brands. So says Vibrant, a US-based specialist in premium contextual advertising solutions, that shared with us the results from a recent campaign with Vaseline.

The firm’s recent online campaign for Unilever’s Vaseline Intensive Rescue brand scored in five key metrics, according to Vibrant: brand awareness and favorability; message recall; purchase consideration and share of mind against other brands.

Creating interactive custom content where the target audience (women, in particular moms) would be browsing online (such as iVillage.com), Vibrant employed in-text advertising used a scrolling section below a Vaseline-sponsored video player, encouraging users to explore the full product range.[more]

On-screen use of hyperlinked words like “skincare,” “moisturizer” and “skin conditions” was quantitatively successful:

  • Brand awareness – 59% uplift
  • Brand favorability – 8.6% uplift
  • Recall of brand message – 15% uplift
  • Purchase consideration – 20% uplift
  • Share of mind vs. competitors’ brands – Ranked 1st 

“Consumers respond well to in-text advertising as they can decide when they interact with the brand, how much information they want to receive – and initiate the communications themselves,” says Vibrant co-founder and CEO Doug Stevenson.

A panel of 200 women, age 25-45, participated in the research conducted by Dynamic Logic. Split into two groups, 100 saw the in-text advertising and another 100 in a control group did not. 

“The results of the survey have proven contextual advertising is effective across key marketing criteria,” adds Stevenson.

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