June 19th, 2023, Lesley Simeon
American insurance company Geico launched a new campaign last month. Titled “Frenemy”, the campaign features actor Will Arnett and the company’s Gecko mascot in four ads, running across TV, streaming and social channels.
We look at YouGov data to see whether Geico’s latest campaign managed to boost Awareness among respondents in the US who are either very likely, likely or somewhat likely (net: likely) to acquire a new insurance policy in the next 12 months. The Awareness score measures how aware customers are of a brand.
According to YouGov BrandIndex - which tracks consumer sentiment towards thousands of brands daily - Geico’s Awareness score rose from 68% on May 8, 2023 (campaign launch) to 82% (May 16, 2023) before falling back to 67% by May 31, 2023 among consumers who are likely to purchase an insurance policy in the next 12 months.
Geico’s Ad Awareness score - which measures the share of consumers that notice a brand’s advertising - was at 40% when the campaign launched. By the end of the month, the score had slipped to 35%.
Geico’s latest campaign saw the brand pair a celebrity with the Gecko mascot for the first time. We see what current Geico customers or those who would consider purchasing from the company (i.e. Geico’s customers) feel about celebrity-recommended products.
According to YouGov Profiles - which covers demographic, psychographic, attitudinal and behavioural consumer metrics - just 18% of Geico’s customers agree with the statement that they “trust products recommended by celebrities or influencers.”
While 39% of respondents who are likely to buy an insurance policy in the next 12 months agree that they “trust products recommended by celebrities or influencers,” 48% of this group disagrees with the statement. Most of Geico’s customers, 66%, and 61% of the general US population disagree with the statement that they trust influencer or celebrity-recommended products.
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Methodology: YouGov BrandIndex collects data on thousands of brands every day. Geico’s Awareness score is based on the question: Which of the following insurance carriers have you ever heard of? and delivered as a percentage. Its Ad Awareness score is based on the question: Which of the following insurance carriers have you seen an advertisement for in the past two weeks? and delivered as a percentage. Scores are based on an average daily sample size of 151 US adults between April 15, 2023 and May 31, 2023. Figures are based on a one-week moving average. Learn more about BrandIndex.
YouGov Profiles is based on continuously collected data and rolling surveys, rather than from a single limited questionnaire. Profiles data for the US is nationally representative and weighted by age, gender, education, region, and race. Learn more about Profiles.