May 19th, 2023, Lesley Simeon
Tag Heuer launched an ad campaign last month to celebrate the 60th anniversary of its Carrera watch. The campaign features a five-minute film starring actor Ryan Gosling and will run across OOH channel, print and social media for the rest of the year.
Did the campaign capture audience attention?
According to YouGov BrandIndex - which tracks consumer sentiment towards thousands of brands daily - Tag Heuer’s Attention and Word of Mouth Exposure (WOM) scores improved in the US since the launch of the Carrera campaign.
The luxury watchmaker’s Attention metric - the total proportion of consumers who have heard anything positive or negative about the brand - went from 5% on April 20, 2023 (the day the campaign was launched) to 7% on May 10th.
Similarly, its WOM score - which asks if consumers have talked about a brand with friends and family in the past two weeks - grew from 2% to 4% during the same period.
Tag Heuer’s Ad Awareness metric - which measures the share of consumers that notice a brand’s advertising - remained mostly unchanged in the US.
We see these metrics unfold differently in the UK.
Tag Heuer’s Ad Awareness score in the country improved from 4% on April 20, 2023 to 6% on May 11th. The brand’s Attention and WOM Exposure scores on the other hand remained unchanged following the launch of the Carrera campaign.
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Methodology: YouGov BrandIndex collects data on thousands of brands every day. Tag Heuer’s Ad Awareness score is based on the question: Which of the following watch brands have you seen an advertisement for in the past two weeks? and delivered as a percentage. Its Attention score measures whether respondents are hearing positive or negative buzz about a brand and is delivered as a percentage. Its WOM Exposure score is based on the question: Which of the following watch brands have you talked about with friends and family in the past two weeks? and delivered as a percentage.
Scores are based on an average daily sample size of 926 /1605 US and GB adults between April 1, 2023 and May 11, 2023. Figures are based on a two-week moving average. Learn more about BrandIndex.
Photo by Jacky Watt on Unsplash