This is an looking back for revisiting the Gillette Case Study (+11% Consideration).
Re-reading my old interview on BrandsVietnam from my P&G days (as H. Thịnh), one particular quote stands out:
“As new media channels evolve, adapting to trends is a critical priority for any advertiser.” Tommy Nguyen (h.thinh)
Looking back at the data from the Gillette Audio Ads campaign I led as Senior Media Manager at P&G Vietnam (featured on BrandsVietnam under my legal name, H. Thịnh), the metrics still hold valuable lessons for modern marketers.
📊 The numbers that mattered:
• 67%: Brand Awareness across the entire campaign.
• +11%: Uplift in Purchase Consideration among the exposed group.
• 82% vs. 75%: Top of Mind awareness for the exposed group versus the control group.
💡 The Insight:
At that time, the challenge wasn’t just “running ads” on a new channel like Zing MP3; it was measuring impact.
We succeeded because we didn’t just measure Volume (listens); we measured Value (Brand Lift).
As I stated in the interview: “Audio ads are a potential format for building emotional connections and digital technology makes measurement feasible.”
Today, at Tommy Academy, I advocate for the same philosophy:
Don’t just count clicks. Measure the shift in consumer perception.
Tools change, but the principles of Value-Driven Marketing do not.
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