C&C CF Cleanser “Cheer Leader 2” Link Report
Kelly Chan
November 2011
Job No. 77106096 November 2008
TABLE OF CONTENTS
1. Research Overview
2. Key Findings
3. Detailed Report
3.1 General Findings
3.2 Age Group Comparison
3.3 C&C User & Non-User Comparison
4. Research Summary
RESEARCH OVERVIEW
1. Introduction
In 2006, C&C test launched Clear Fairness Campaign with competitive product benefits and achieved over 100% growth,
showing the good product performance and high potential.
Now the ad “Cheer Leader 2” is produced to support CF cleanser dedicatedly to further build CF cleanser awareness,
and superiority to convert current competitor brand users.
2. The Ad “Cheer Leader 2”
I want to be the focus of group; the dull skin makes me unconfident to show off. I want to have healthy pinkish skin with
nature glory and can be more confident to stand out.
Targets: (Core) female teens aged 13-18 (main: 15-18);
(Secondary) young female 19-24 with whitening skin needs
Communication Points: delivery of C&C equity
(healthy pinkish skin, with confidence; fun, experimental freedom, self-expression)
Key Messages: make skin pinkish white /fair
Key Benefits: Give you pinkish fair skin so that you are more confidence to experience the possibilities
3. Objectives
Ad Intrusiveness
- What people’s attitudes to the advertising are
- Whether the message being communicated is on strategy
- Whether the content is memorable
Brand Equity
- Whether it is well branded
- The effectiveness of building C&C brand image to be “Fun, Experimental, Freedom, Self-expression”
Persuasion
- The effectiveness of persuading target consumers to try the product
RESEARCH OVERVIEW
Research Design
Methodology: F2F
Fieldwork Period: 2008
Location: Shanghai, China
Sample Definition
Sample Source: interviewees who have been invited into a hall
Respondent Type:
- Main Sample: Female, aged from 13-18, with monthly household income 3100 RMB or above
- Additional Sample: Female, aged from 19-24, with monthly household income 3100 RMB or above
Quota
Main (Base: 100)
RMB 3100 - 3999 RMB 4000 - 4999 RMB 5000 or above
Aged 13-15 (base: 50)
Aged 16-18 (base: 50)
Total (base: 100) 30 20 50
Additional (Base: 50)
RMB 3100 - 3999 RMB 4000 - 4999 RMB 5000 or above
Aged 19-24 (base: 50)
Key Findings
KEY FINDINGS
In general, the enjoyment of the ad is with high ratings (mean score:
4.01). 75% of respondents answered that “enjoy it a lot” or “quite enjoy it”.
The ad is easy to be understood (mean score: 3.65) and new information
is acceptable (mean score: 3.12). The communication points of healthy
pinkish fair skin is gotten by consumers.
Content is good enough for memorable. Young girls with pinkish fair skin
won more confidence to experience the possibilities.
Brand awareness is caught by consumers (99% respondents). Brand
image of “confidence, fun, experimental, freedom, self-expression” is well
branded in the advert.
The advert has the effectiveness to persuade young girls of aged 13-18
to try the product, and non users are willing to consider the brand for trial.
Detailed Report
General Findings
Age Group Comparison
C&C User & Non-User Comparison
GENERAL FINDINGS
1. Advert Intrusiveness – Enjoyment & Involvement
17
21
28
54
54
47
24
20
23
4
5
2
Shanghai Skin Care Average
Shanghai Average
Cheer Leader 2
(Q6) How much would you enjoy watching this ad each time you see it on TV?
(5) A lot (4) Quite (3) Would not mind (2) Not much
Mean
4.01
3.90
3.84
Base
100
1082
132
0
2
12
26
31
18
10
1
1
1
2
3
4
5
6
7
8
9
(Q7/Q8/Q9) Which one of these words do you think applies most to the advert?
Cheer Leader 2 (5.70)
Average (5.34)
0 10 20 30 40 50 60 70
(10) Interesting
(10) Distinctive
(10) Involving
(10) Imitating
(10) Unpleasant
(10) Disturbing
(0) Pleasant
(0) Soothing
(0) Gentle
(0) Boring
(0) Ordinary
(0) Weak
Main
Most of people (75%) enjoy the ad, with response of “Enjoy a
lot” or “Quite enjoy”. Compared with the average mean score
3.90, “Cheer Leader 2” is up to 4.01.
People thought that it was “Involving”, “Distinctive”,
“Interesting” and “Pleasant”. Compared with the average active
passive mean score 5.34, “Cheer Leader 2” is 5.70.
GENERAL FINDINGS
1. Advert Intrusiveness – Understanding & New Information
21 71 7 1 Main
(Q27) How much new information does the ad give you about C&C CF cleanser?
(4) A lot of new information (3) Some new information
(2) No new information (1) No information at all
68 30 1 1 Main
(Q24) How easy was it to understand what was going on in the advert?
(4) Very easy (3) Quite easy (2) Quite hard (1) Very hard
Mean: 3.12
Mean: 3.65
43
49
68
56
48
30
2
3
1
0
0
1
Shanghai Skin Care Average
Shanghai Average
Cheer Leader 2
(4) Very easy (3) Quite easy (2) Quite hard (1) Very hard
Mean
3.65
3.45
3.53
Base
100
1076
131
The ad is easily to be understood, with 98% of
responses of “Very easy” or “Quite easy”. Compared
with the average Shanghai skin care mean score 3.53,
“Cheer Leader 2” is 3.65.
In the meantime, new information is given about C&C
CF cleanser, with 92% of responses of “A lot” or “Quite”,
and mean score is up to 3.12.
GENERAL FINDINGS
1. Advert Intrusiveness – Message Communication
81
82
82
83
86
90
90
92
Wipe off dullness
White VC beads wipe off dullness first and brighten
Give me healthy beauty white skin and let me show myself
Contain white VC beads
Make me whiten /fair, wonderful
Make skin pinkish whiten /fair
Whiten skin /brighten skin
Let skin be whiten and show out pinkish
(Q28) How strongly does the advert give you the impression that C&C CF Cleanser...
Top 2 Box Mean
3.37
3.41
3.41
3.34
3.22
3.22
3.14
3.18
Key message of “healthy pinkish skin” is accepted – C&C CF cleanser makes skin pinkish, white /fair.
92% of respondents thought it let skin be whiten and show out pinkish;
90% of respondents thought it can whiten skin /brighten skin;
90% of respondents thought it makes skin pinkish whiten /fair;
GENERAL FINDINGS
1. Advert Intrusiveness – Content Impressions
(Q22A) Impression
(n=229)
Background (NET) 53
KB: make skin pinkish 6
Whitening (NET) 46
Whitening 32
After using the product, girl's face /skin is white 8
Clear fairness .deep clean fairness 7
Brand /Product Image (NET) 42
Effective /Works very well 12
A brand for young 12
Young 10
Pay off (NET) 20
After using the product, girl's 8
Effects of girl using the product other positive
mentions 7
After using the product, girl's face /skin is pinkish 4
Skin Improved (NET) 19
After using the product, girl's 8
Effects of girl using the product other positive
mentions 7
After using the product, girl's face /skin is pinkish 4
(Q20) Likes
(n=218)
Any Likes C&C CF Cleanser (NET) 80
All Reference To Girl (NET) 39
Girl is lively /energetic /healt 12
Girl's clothing 10
Girl is young 8
Ending (NET) 30
Girls dance /cheer leaders perform 24
Skin Improved (NET) 19
After using the product, girl's face /skin is white 10
Ad Image (NET) 12
Ad is young /fit young people /is lively 4
Communication Points (NET) 10
Whitening 5
(21) Dislikes
(n=121)
Any Dislikes (NET) 14
Ad Image (NET) 10
Ad is artificial 4
Ad is uncreative 2
Ad is boring /not interesting /dull/ does not catch
my 2
Story (NET) 5
too fast /product effect is too fast 3
Product feature (pinkish fair skin) is well branded, young
energetic girls are impressed. The ad meets the point.
But people think the ad is ordinary and uncreative.
GENERAL FINDINGS
2. Brand Evaluation – Branding
99 94
54 51 42
99 95
55 52 42
C&C C&C Cleanser Clean Cleanser
C&C Fairness Cleanser
C&C Clean Fairness Cleanser
(Q10a) What was the full name of the brand and product being advertised? (Q10b) The advert was for C&C facial cleanser. Exactly what kind function of C&C facial cleanser was being advertised?
Unaided Aided
1
1
10
39
36
12
1
3.25
3.5
3.75
4
4.25
4.5
4.75
(Q11a) You've just watched an advert for C&C facial cleanser. Which one of the phrases below applies to this advert?
Branding Average
“Cheer Leader 2” (4.06)
Average (4.01)
(Q18) Brand Cues
(N=149)
All Reference To Girl (NET) 21
Girl is young 14
Girl is lively /energetic /heat 9
Set Up (NET) 20
Appear two girls/two cheer leaders/two girls 17
Ad Image (NET) 12
Good ad/likes ad (all other references) 4
Ad features a group of young girls 3
Color of the ad is
light/refreshing/beautiful/white/pink 3
Communication Points (NET) 6
Product contains pinkish beads 3
C&C is well branded in the ad, whatever unaided or
aided, people can figure out that is C&C product.
C&C is for young girls, C&C cleanser let girls lively,
energetic and heat, and let the skin pinkish fair, which
is reflecting on the key communication point –
healthy pinkish skin.
GENERAL FINDINGS
2. Brand Evaluation – Index
3.93
3.08
(QJ&J2) Uniqueness (QJ&J1) Relevance
(QJ&J1) When you hear about C&C, how do you feel about it? (QJ&J2) How strongly do you agree or disagree that this ad is very different from other brand ad?
Mean
4.1
2.96 2.84
(Q15A) Appealing (Q12) Establishing (Q26) Credibility
(Q12) If the logo and package/product were taken out of this advert, how easily could you tell it was for C&C CF Cleanser? (Q15A) How did the advert make you feel about C&C CF Cleanser? (Q26) How believable did you find the points made in the advert
Mean
0
20
40
60
80 Attracted
Confident
Surprised
Contented
Affectionate
Inspired
Excited
Proud Annoyed
Repelled
Inadequate
Unimpressed
Sad
Hatred
Guilty
Disappointed
(E3) Which of these emotions did you feel strongly? (E4) And, which of these emotions did you feel at all?
Endorsement
From emotion test, “Attracted”, “Confident”,
“Surprised” etc are reflecting on people’s mind, which
is well to build the brand image of “fun, experimental,
freedom, self-expression”.
In addition, C&C is a growth brand (Uniqueness >
Relevance). And people is willing to pay for the brand
(Appealing > Establishing > Credibility).
AVG Positive: 62
AVG Negative: 5
GENERAL FINDINGS
3. Persuasion
29
47
24 28
34
16
Users Trialists Non Trialists
(Q13) Which of these phrases applies to your use of C&C CF Cleanser? (Q14) Thinking about the advert you have seen for C&C CF Cleanser, how do you think the advert will affect your use of C&C CF Cleanser?
Base Potential Buyer
Users 29%
Trialists 47%
Non Trialists 24%
Potential Buyers 78%
Others 22%
Affected by the ad, there will be 78% of potential buyers who
responded “will buy /try the product”.
Users (97%) have loyalty for C&C products, while trialists (72%)
will consider the product. Non trialists (67%) are willing to try.
Persuasion
Users: 97%
Trialists: 72%
Non Trialists: 67%
Mean (1-4)
Users: 3.48
Trialists: 2.94
Non Trialists: 2.79
Detailed Report
General Findings
Age Group Comparison
C&C User & Non-User Comparison
AGE GROUP COMPARISON
1. Brand Evaluation
4.1 4.22 3.98
2.96 2.92 3 2.84 2.84 2.84
Main Aged 16-18 Aged 13-15
(Q12) If the logo and package/product were taken out of this advert, how easily could you tell it was for C&C CF Cleanser? (Q15A) How did the advert make you feel about C&C CF Cleanser? (Q26) How believable did you find the points made in the advert
(Q15A) Appealing (Q12) Estability (Q26) Credibility
3.93 3.98 3.88
3.08 3.12 3.04
Main Aged 16-18 Aged 13-15
(QJ&J1) When you hear about C&C, how do you feel about it? (QJ&J2) How strongly do you agree or disagree that this ad is very different from other brand ad?
(QJ&J2) Uniqueness (QJ&J1) Relevance
0
20
40
60
80
100 Attracted
Confident
Surprised
Contented
Affectionate
Inspired
Excited
Proud
Annoyed
Inadequate
Hatred
Unimpressed
Sad
Disappointed
Repelled
Guilty
(E3) Which of these emotions did you feel strongly? (E4) And, which of these emotions did you feel at all?
Main
Aged 16-18
Aged 13-15
Endorsement
Main: 57
Aged 16-18: 59
Aged 13-15: 55
Compared with the groups between aged 16-18 and
aged 13-15, the main target group aged 16-18 is
more appealed.
Endorsement (Positive - Negative):
Aged 16-18 (59) > Aged 13-15 (55)
Brand Strength (Uniqueness * Relevance):
Aged 16-18 (12.4) > Aged 13-15 (11.8)
Brand Status (Appealing * Estability * Credibility):
Aged 16-18 (35.0) > Aged 13-15 (33.9)
Brand Strength
Main: 12.1
Aged 16-18: 12.4
Aged 13-15: 11.8
Brand Status
Main: 34.5
Aged 16-18: 35.0
Aged 13-15: 33.9
AGE GROUP COMPARISON
2. Persuasion
97 94 100
72 73 71 67
50
75
Main Aged 16-18 Aged 13-15
(Q12) If the logo and package/product were taken out of this advert, how easily could you tell it was for C&C CF Cleanser? (Q15A) How did the advert make you feel about C&C CF Cleanser? (Q26) How believable did you find the points made in the advert
Users Trialists Non Trialists
Mean
Main: 3.59
Aged 16-18 3.92
Aged 13-15: 3.52
Potential Buyers
76%
Others 24%
Potential Buyers
80%
Others 20%
Aged 16-18
Aged 13-15
Compared with the groups between aged 16-18 and aged 13-15,
the persuasion for aged 16-18 is less than aged 13-15.
Potential Buyers:
Aged 16-18 (76%) > Aged 13-15 (80%)
Detailed Report
General Findings
Age Group Comparison
C&C User & Non-User Comparison
C&C USER & NON-USR COMPARISON
1. Brand Evaluation
4.1 4.33
3.91
2.96 3.24
2.73 2.84 3.13
2.6
Main C&C Users Non Users
(Q12) If the logo and package/product were taken out of this advert, how easily could you tell it was for C&C CF Cleanser? (Q15A) How did the advert make you feel about C&C CF Cleanser? (Q26) How believable did you find the points made in the advert
(Q15A) Appealing (Q12) Estability (Q26) Credibility
Brand Status
Main: 34.5
C&C Users: 43.9
Non Users: 27.8
3.93 4.24
3.67
3.08 3.44
2.78
Main C&C Users Non Users
(QJ&J1) When you hear about C&C, how do you feel about it? (QJ&J2) How strongly do you agree or disagree that this ad is very different from other brand ad?
(QJ&J2) Uniqueness (QJ&J1) Relevance
Brand Strength
Main: 12.1
C&C Users: 14.6
Non Users: 10.2
0
20
40
60
80
100 Attracted
Confident
Surprised
Contented
Affectionate
Inspired
Excited
Proud Annoyed
Inadequate
Hatred
Unimpressed
Sad
Disappointed
Repelled
Guilty
(E3) Which of these emotions did you feel strongly? (E4) And, which of these emotions did you feel at all?
Main
C&C Users
Non Users
Endorsement
Main: 57
C&C Users: 70
Non Users: 47
C&C users are with high praise for the brand, brand
loyalty looks good (C&C User Endorsement: 70).
Non users don’t know very much about C&C (Brand
Status of Non Users: 27.8).
Whatever C&C users or Non user, brand strength
has the room for growth.
C&C USER & NON-USR COMPARISON
2. Persuasion
97 96
1
72
92
64 67
83
61
Main C&C Users Non Users
(Q12) If the logo and package/product were taken out of this advert, how easily could you tell it was for C&C CF Cleanser? (Q15A) How did the advert make you feel about C&C CF Cleanser? (Q26) How believable did you find the points made in the advert
Users Trialists Non Trialists
Mean
Main: 3.06
C&C Users: 3.33
Non Users: 2.84
Potential Buyers 58%
Others 42%
Potential Buyers
65%
Others 35%
C&C Users
Non Users
C&C has capacity to persuade Non Users to try its products.
Potential Buyers Comparison:
Non Users (65%) > Users (58%)
Research Summary
RESEARCH SUMMARY
The ad “Cheer Leader 2” is good enough for running, communication message
of “healthy pinkish skin, with confidence; fun, experimental, freedom, self-
expression” is acceptable for consumers.
Brand image of “more confidence to experience the possibilities” is well
presented in the advert. Brand strength shows that C&C is a growing brand,
while brand status figured that C&C is the potential option for consumers.
Consumers would like to consider and try C&C products, non users are willing
to buy, and they will be the potential users of C&C.
THANK YOU
Kelly Chan
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