Gillette & MSNGillette & MSNMark Charkin – Regional Sales ManagerMark Charkin – Regional Sales Manager

Phil Bird – International Research Phil Bird – International Research ManagerManager

Gareth Breton – Dynamic LogicGareth Breton – Dynamic Logic

MSN Worldwide – Topline MSN Worldwide – Topline FactsFacts

35 countries worldwide, 18 languages35 countries worldwide, 18 languages

Surpassed Yahoo in reach and revenueSurpassed Yahoo in reach and revenue

Over 250 million unique users come to MSN a month (globally)Over 250 million unique users come to MSN a month (globally)

#1 reach in 11 countries#1 reach in 11 countries

Top 3 reach in 22 marketsTop 3 reach in 22 markets

#1 WW Email service – Hotmail > 130million active users#1 WW Email service – Hotmail > 130million active users

#1 WW Messenger service > 85million active users#1 WW Messenger service > 85million active users

#1 in Europe#1 in Europe

In top 3 in 14 of the 16 marketsIn top 3 in 14 of the 16 markets

Ahead of both Yahoo and AOL in overall reach & rankAhead of both Yahoo and AOL in overall reach & rank

Strongest growth in reach & minutes compared to competitorsStrongest growth in reach & minutes compared to competitors

Strong vertical development in MSN Cars, MSN money and MSN Entertainment etcStrong vertical development in MSN Cars, MSN money and MSN Entertainment etc

Territories:Territories:

Total Unique users expected during campaign period:Total Unique users expected during campaign period:

Total Page impressions expected during campaign period:Total Page impressions expected during campaign period:

Formats and creative ideas:Formats and creative ideas:

AdIndex Advertising Effectiveness Research

Provided for:

&

August 20, 2003

Top-line reportPrepared by: Wendy Kong

wendyk@dynamiclogic.com212-844-3725

Research BackgroundResearch Background

MSNMSN wanted to objectively quantify the impact of the online advertising campaign wanted to objectively quantify the impact of the online advertising campaign for for BraunBraun

Dynamic LogicDynamic Logic was selected to conduct the third party research was selected to conduct the third party research

The intent of the research was to quantify the value of ALL impressions, not just The intent of the research was to quantify the value of ALL impressions, not just those clicked onthose clicked on

Metrics examined: Metrics examined: Unaided Brand AwarenessUnaided Brand AwarenessAided Brand AwarenessAided Brand AwarenessOnline Ad AwarenessOnline Ad AwarenessMessage AssociationMessage AssociationBrand FavourabilityBrand FavourabilityPurchase IntentPurchase Intent

Findings are based on a large sampleFindings are based on a large samplen = 794 (386 Control / 408 Exposed)n = 794 (386 Control / 408 Exposed)

All respondents were recruited between 6/5/03 and 6/9/03 for Control and between All respondents were recruited between 6/5/03 and 6/9/03 for Control and between 6/30/03 and 8/1/03 for Exposed6/30/03 and 8/1/03 for Exposed

Respondents were recruited from MSNRespondents were recruited from MSN

Exposed*

Pre-Wave Control*

Did they see the campaign?

Yes

No

Both groups are surveyed about their attitudes

toward the brand in the

creative*

Do the results

indicate a difference?

Yes

Since a major difference between

groups A and B is the presence of the

creative, we attribute the lift to

the campaign

* Both groups are random samples from the same population (they are statistically the same people)

AdIndex uses a control-exposed methodology that measures the branding value of online ad campaigns as they run live across a site or set of sites. In this case, a Pre-Wave Control Group (Group B) was surveyed prior to the launch of the campaign. The Exposed Group (Group A) was surveyed during the course of the campaign.

A

B

AdIndex Methodology: Pre / In-AdIndex Methodology: Pre / In-MarketMarket

The Hierarchy of Advertising EffectsThe Hierarchy of Advertising Effects

Brand AwarenessMeasures the level of familiarity respondents have

with the brand (aided and unaided)

Message AssociationMeasures the extent to which respondents can

match the messages and/or concepts in the creative to the brand

Brand FavourabilityMeasures the extent to which respondents have a positive or favorable opinion of the

brand

How do you measure where

consumers are in the continuum?

First, consumers need to be aware of a brand

Then they need to understand the value to them, or what the product is used for

The consumer forms an opinion about the brand

Finally, the consumer decides whether he or she is likely to purchase the brand

1.

2.

3.

4. Purchase Intent

Measures the likelihood of respondents to purchase the

brand in the future

Creative UnitsCreative Units

Message Association:

“Smooth Skin for Weeks”

Definition of Brand MetricsDefinition of Brand MetricsUnaided Brand Awareness Unaided Brand Awareness – Measures top of mind awareness respondents have of – Measures top of mind awareness respondents have of BraunBraun

Question: Question: When thinking of epilators for women, what brand comes to mind first?When thinking of epilators for women, what brand comes to mind first?

Aided Brand Awareness Aided Brand Awareness - Measures respondents’ familiarity with - Measures respondents’ familiarity with BraunBraunQuestion: Question: Have you heard of the following brands of epilators for women?Have you heard of the following brands of epilators for women?

Online Ad Awareness Online Ad Awareness - Measures whether respondents recall seeing - Measures whether respondents recall seeing Braun Braun advertising advertising onlineonline

Question: Question: Do you remember seeing any advertising on the Internet in the past month for Do you remember seeing any advertising on the Internet in the past month for any of the following brands?any of the following brands?

Message Association Message Association - Measures the extent to which respondents can match the message in - Measures the extent to which respondents can match the message in the creative with the creative with BraunBraun

Question: Question: Which of the following brands, if any, uses the following message in its online Which of the following brands, if any, uses the following message in its online advertising?advertising?

““Women deserve a little extra. Extra alone time. Extra sleep. Extra comfort. Women deserve a little extra. Extra alone time. Extra sleep. Extra comfort. ““Smooth Skin for Weeks”Smooth Skin for Weeks”

Brand Favourability Brand Favourability - Measures respondents’ overall opinion of - Measures respondents’ overall opinion of BraunBraunQuestion: Question: How would you describe your overall opinion about each of the following brands How would you describe your overall opinion about each of the following brands of women’s epilators?of women’s epilators?

Purchase Intent Purchase Intent - Measures respondents’ likelihood to purchase epilators from - Measures respondents’ likelihood to purchase epilators from Braun Braun in the in the futurefuture

Question: Question: How likely are you to purchase the following brands of epilators for women (in the How likely are you to purchase the following brands of epilators for women (in the next 12 months)?next 12 months)?

Overall Campaign ResultsOverall Campaign ResultsBrand MetricsBrand Metrics

ControlControl ExposedExposed DifferencDifferencee

ImpactImpact

Unaided Brand AwarenessUnaided Brand Awareness 53.7%53.7% 59.1%59.1% +5.4*+5.4* 10%10%

Aided Brand AwarenessAided Brand Awareness 98.3%98.3% 98.7%98.7% +0.4+0.4 0%0%

Online Ad AwarenessOnline Ad Awareness 19.6%19.6% 40.7%40.7% +21.1*+21.1* 107%107%

Message AssociationMessage Association 19.9%19.9% 31.9%31.9% +12.0*+12.0* 61%61%

Brand FavourabilityBrand Favourability 67.4%67.4% 68.4%68.4% +1.0+1.0 1%1%

Purchase IntentPurchase Intent 74.0%74.0% 73.8%73.8% -0.2-0.2 0%0%

Sample SizeSample Size 408408 386386

Overall Respondents

• Campaign was successful at keeping brand top of mind, as there were increases in Unaided Brand Awareness and most awareness metrics

– Aided Brand Awareness was already maximized at a score of 98.3%

The increase in top of mind awareness increases the likelihood that consumers will include Braun in their consideration set during the purchase cycle

Analyst theory*Statistically significant difference between control and exposed group at a 90% confidence level Lift = (Exposed-Control) / Control

10%19%

0%5%

107%

42%

61%

20%

1%6%

0%6%

0%

25%

50%

75%

100%

Unaided Brand

Awareness

Aided Brand

Awareness

Online Ad

Awareness

Message

Association

Brand

Favourability

Purchase Intent

Braun MarketNorms Europe*

Braun Campaign vs. Braun Campaign vs. MarketNormsMarketNorms††

Relative Difference (Lift)Relative Difference (Lift)

Rela

tive D

iffere

nce

(Im

pact)

*MarketNorms Q1/03 (overall n=117,411)

• Campaign outperformed MarketNorms Europe in Online Ad Awareness and Message Association

Campaign SummaryCampaign Summary

6500 Clicks on the ad's on MSN

led to 3000 visitors on theBraun.com / Turkey Promotional page

which lead to 1000 visitors on Gima.com'sBraun Store

Allows tracking and analysis of the amount of traffic incurred during the promotion

from beginning to end