NEW YORK (AdAge.com) -- Snapple Beverage Corp. has leveraged a new online technology to achieve brand-awareness results that are off the charts.
The campaign, for a product called Snapple-a-Day, ran on women's interest site iVillage.com. The beverage is a meal-replacement product targeting consumers who are likely to be counting calories.
The six-week effort delivered brand awareness of 76%; brand favorability of 36%; and purchase intent of 37%, according to survey results from research marketing firm Dynamic Logic. The average brand awareness generated by online ad campaigns is usually in the single digits for four exposures. Dynamic Logic compared results in channel and out of channel. Viewers saw no more than four impressions.
The promotion used a technology called behavioral targeting, which delivers ads based on the behavior of the audience it is trying to reach, instead of to a specific Web site page. Behavioral targeting is also unique because it delivers ads to the target audience anywhere they happen to visit on the site, not just in the area they are interested in.
Snapple, for instance, wanted to reach women concerned about health, fitness and dieting. First it identified a target audience of people who visited the diet & fitness channel of iVillage three times in the previous 45 days.
It served up ads to those women while they browsed in that channel. And it served up other ads wherever those targeted women trolled through the iVillage sites. So a woman in the target group who logged onto the health channel to read up on allergies, or popped into the horoscope channel to check her prospects might see a Snapple-a-Day ad, too. The brand-awareness results from Dynamic Logic are those from the channels other than diet & fitness.
The idea is wherever the target goes on the site, she's still interested in diet and fitness information. "The results are good because it's something the target audience cares about," said Dave Morgan, CEO of Tacoda Systems, which provides the behavioral targeting technology for iVillage. "It's audience-centric advertising, not page-centric."