US: Dr. Scholl’s new media agency to engage younger shoppers – Do they consider the brand?
Dr. Scholl’s has a new media agency on board. The footcare brand has brought Total Media on board in an effort to target younger audiences (aged 35 years and above) globally. To start, the agency will manage a multimedia campaign that will run across the brand’s top six markets.
We look at YouGov data to see how Consideration for the brand has evolved among different age groups in the recent past.
According to YouGov BrandIndex - which tracks consumer sentiment towards thousands of brands daily - Dr. Scholl’s Consideration score has dipped among Americans aged 50 years and older in recent years. Among this group, the Consideration score - which indicates how many consumers are considering purchasing from a brand - dropped from 15% in January 2019 to 12% in May 2023 among this audience.
Among 35- to 49-year-olds, Consideration score has remained unchanged during the observation period. The score improved two percentage points among 18- to 34-year-olds between January 2019 and May 2023.
When looking at consumers aged 50 years and above in particular, BrandIndex data reveals that Dr. Scholl’s Recommendation, Value and Satisfaction scores have dipped in recent years.
For instance, the brand’s Value score - which measures whether the brand represents poor or good value for customers’ money - fell from a net score of 19 in January 2019 to 16 in May 2023. Similarly, its Satisfaction metric - which measures whether customers are satisfied or dissatisfied with the brand - dropped two points in the observation period.
Finally, the Recommendation metric - which identifies brands that consumers tell their friends and colleagues to avoid and those they recommend to them - among 50+ year olds also dipped two points from a net score of 22 in January 2019 to 19 in May 2023.
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Methodology: YouGov BrandIndex collects data on thousands of brands every day. Dr. Scholl’s Consideration score is based on the question: When you are in the market next to purchase clothing, shoes, accessories or luggage, from which of the following would you consider purchasing? and delivered as a percentage.
Its Recommendation score is based on the question: Which of the following brands would you recommend to a friend and colleague? / Which of the following brands would you tell your friend or colleague to avoid? And delivered as a net score between -100 and +100. Its Value score is based on the question: Which of the following brands do you think represents good value of money/poor value for money? And delivered as a net score between -100 and +100. Its Satisfaction score is based on the question: Of which of the following brands would you say that you are a satisfied customer/dissatisfied customer? And delivered as a net score between -100 and +100.
Scores are based on an average daily sample size of 10581/16394 US adults between January 1, 2019 and May 7, 2023. Figures are based on a 52-week moving average. Learn more about BrandIndex.
Photo by Nino Liverani on Unsplash