Dawn’s latest ad “Saving Animals from Oil Spills” achieved an Ace Score of 685, 20.6 percent above the Cleaners category twelve-month norm, earning 6
th place on the Most Effective Ads of Q2 list. Further, Dawn’s 685 score is the highest score of the nearly 1,400 ads scored this quarter.
Let’s take a closer look:
- The ad earned scores above 700 for every Persuasion component with the highest scores in terms of Attention, Relevance and Likeability of all the Top 10 winners.
- The ad also drew the highest Emotional Sentiment Index score of the winners’ circle at 71 – well above the twelve-month rolling norm of 46.
- Unsurprisingly the ad performs best with women, but men also scored the ad 16% above norm.
- This ad is the second best Dawn ad to date – the first being “Dawn Saves the Wildlife” (Ace Score 699) which first aired in 2010.
Of the 225 optional verbatim responses left by respondents, 24% called out “Dawn” by name.
Congratulations to Dawn for earning the highest scoring ad of the quarter as well as a seat at #6 on the Most Effective Ads list. To see the entire list and watch all of the ads,
click here.
Read more about the Most Effective Ads of Q2.
