Vaseline tops YouGov’s Ad of the month ranking in January

Vaseline Skincare has registered the biggest increase in Advertising Awareness in India for the month of January 2024, of all the brands tracked by YouGov in the market. Data from YouGov BrandIndex, which tracks consumer perceptions toward brands on a daily basis worldwide, shows that Ad Awareness of the brand saw an uplift of 5.6 percentage points between 26 December 2023 and 23 January 2024

The brand’s recent lip therapy TVC grabbed a lot of eyeballs. Extending it to the digital world where influencers are the new celebrities, Vaseline strategically identified and partnered with Bollywood’s BFF and youth influencer Orry. The social media film showcasing his beauty lip ritual has garnered millions of views and added to the chatter around the brand.

According to data from YouGov BrandIndex, Vaseline’s Ad Awareness score rose from a low of 26.5 on December 26 to a high of 32.2 by 23rd January. Ad Awareness is a BrandIndex metric that measures the percentage of people who have seen an advert from a particular brand in the previous two weeks.

Next, HP recorded a 5.06-point spike in Ad Awareness between 27th December and 25th January.

Bisleri saw its Ad Awareness climb 4.86 percentage points between 4th and 25th January. Easemytrip (uplift of +4.72) and Domino’s (+4.49) were other brands that saw uplifts in their Ad Awareness during the four-week period.

Methodology: YouGov BrandIndex collects data on thousands of brands every day. A brand’s Ad Awareness score is based on the question: “Which of the following consumer brands have you seen an advertisement for in the past two weeks?” (% Yes). The change in scores for each brand is calculated by taking the difference between the highest and lowest scoring days within the period.

These surveys have been conducted from 26 December 2023 to 25 January 2024 using an online interview administered in English to members of the YouGov India panel of nearly 200,000 individuals who have agreed to take part in surveys.

While the panel represents adult urban internet users at large (18 years of age and above), who are able to read and understand English (and primarily NCCS A*), YouGov uses the quota sampling approach, maintaining certain quotas by age, gender, states and city tiers to have a representative sample. These quotas are derived basis Census 2011 data.

Currently YouGov tracks around 500 brands across 15 sectors in India. Learn more about BrandIndex.