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Flemington, NJ, September 18, 2009 – A new media study among 305 viewers of Vitamin Water’s new campaign on Facebook revealed that the majority (95%) indicated that reaching out to its fans through Facebook will help brand image.
The study was conducted by HCD Research using its MediaCurves.com® website on September 16, to obtain consumers’ perceptions of a news clip highlighting Vitamin Water’s recent campaign on Facebook. The campaign features a contest in which “fans” of its Facebook page can vote on a new flavor and create a new bottle label for the chance to win a cash prize.
Among the respondents who claimed to be users of the social networking site, Facebook, more than half (54%) reported that they would consider becoming a fan of Vitamin Water’s Facebook Fan Page, and participate in its new Flavor Creator promotion. The study also revealed that the majority of respondents indicated that they have a favorable perception of the Vitamin Water brand after watching the video clip.
Among the findings:
Do you think this “Flavor Creator” Facebook campaign will help or hurt the Vitamin Water brand?
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|
Total |
|
Definitely help |
23% |
|
Somewhat help |
72% |
|
Somewhat hurt |
5% |
|
Definitely hurt |
0% |
Would you consider becoming a “fan” of Vitamin Water’s Facebook Fan Page?
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|
Total |
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Yes |
54% |
|
No |
46% |
While viewing the video, participants indicated their levels of interest by moving their mouse from left to right on a continuum. The responses were recorded in quarter-second intervals and reported in the form of curves. The participants were also asked to respond to post-viewing questions.
Editors/Reporters: For more information on the study, or to speak with Glenn Kessler, president and CEO, HCD Research, please contact Vince McGourty, HCD Research, at (908) 483-9121 or (vince.mcgourty@hcdi.net). You can also receive updates from MediaCurves.com by following us on Twitter: http://twitter.com/mediacurves and Facebook: http://www.facebook.com/pages/Flemington-NJ/MediaCurves/86691908820
HCD Research is a marketing and communications research company headquartered in Flemington, NJ. The company's services include traditional and web-based research. For additional information on HCD Research, access the company’s web site at www.hcdi.net or call HCD Research at 908-788-9393. MediaCurves.com® (www.mediacurves.com) is a media measurement website that provides the media and general public with a venue to view Americans’ perceptions of popular and controversial media events and advertisements. For more information on mediacurves.com, please contact Barbara Taylor, director, MediaCurves.com, at (908) 483-9146 or (barbara.taylor@hcdi.net).
