July 9th, 2013

Dawn Casts Wildlife and Earns Honors on the Top Ads of Q2

Author

Ace Metrix

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 6th 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.

 

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