Zalora TVC Evaluation

#OWNTHENIGHT

Voluntary survey on 2014

Date: 29th December 2014

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A. TVC Concept Measurement (1)

Cognitive

Conative

Affective

β2

β1

β3

TVC Score = β1 × Cognitive + β2 × Affective + β3 × Connative

β1: regression weight

Those three dimension above is a conceptual thinking frame that applied by W&S Group Indonesia for this study. Thisdimension were a dimension from mass communication effect known with name CAC. First dimension is Cognitive. Cognitiveare behavior from one individual after they see the advertisement or they “know” the advertisement object. Affective arebehavior from individual that tend to show like or dislike towards object that the advertisement trying to expose. Conativeare those individual do action in response of the advertisement. On this case the advertisement (Zalora TVC) that we aregoing to test, we want to measure from the “initiative to access Zalora sites” and “do transaction at Zalora sites”.

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A. TVC Concept Measurement (2)

Purchase

Conviction

Preference

Like

Knowledge

Awareness

Conative[Deciding]

Affective[Feeling]

Cognitive[Thinking]

Hierarcy of effect

The hierarchy of effect pyramid above are deeper analysis from CAC concept. This concept was introduced by Lavidgeand Steiner. This concept explains that basically persuasive elements generate by the advertisement, would bring consumer tobuying decision. Those process start from initial awareness, which could impact to the consumer knowledge towards products,could advertisement create liking? Could advertisement make the product become preference? Could the advertisement makeconsumer trust towards products? Could advertisement impact to the intention to buy?

This concept is the right tool to measure the effectiveness of the advertisement. Because of that, W&S Group Indonesiatry to develop this concept to analyze advertisement from several source of media.

In this report we are trying to study about Zalora TVC advertisement Own the night concept.

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B. Frequency of watching Zalora’s TVC

Contact, 58.5%

Non-Contact, 41.5%

Zalora TVC analysis purpose is to compare the level of advertisement effectiveness towards consumer intention to accessZalora sites, do transaction on the sites or how much is consumer plan to recommend the advertisement in the future.

To discover the persuasiveness that advertisement want to show, before the advertisement launch it is recommend toconduct evaluation first (from several advertisement concept before launch) to know the market response towardsadvertisement, impact from the advertisement, which target market fit to the concept and many more.

n Sample : 644

Description : Contact : respondent who already saw

the advertisement. Non-Contact : respondent who is first

time to saw the advertisement when theytook the survey and watch theadvertisement on the survey.

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C. Research Objectives

Discover Zalora TVC Score

Measuring Zalora TVC Awareness

Measuring liking level of Zalora TVC

Measuring Purchase Intention After Watching Zalora TVC

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Video Screenshoot

Source : Youtube (http://youtu.be/R_w_DdzKKgA )

Zalora TVC #OWNTHENIGHT

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D. Detail findings

1. Overall Zalora’s TVC Score

0.00

16.00

100.00Very Low Impact

Qu

ite H

igh

Im

pa

ct

Very High Impact

CONTACT = 73.84 NON-CONTACT = 67.39

0.00

16.00

100.00Very Low Impact

Qu

ite H

igh

Im

pa

ct

Very High Impact

From analysis using SEM (Structural Equation Models), there is slight difference between Contact respondent score andNon-Contact respondent score even though the respondent score were at High impact interval Contact (73.84) and Non-Contact (67.39).

In general, Zalora advertisement Own the Night classified as very good. The theme and concept was organized on theadvertisement and could reach the target respondent. On the graph, those advertisement could reach attention of Non-Contact respondent. To know the score differences in

more detail we will refer to the CAC concept?Mean score convertion 1 – 7 to 0.00 – 100.00

0.00 – 16.00 : Very low impact 47.51 – 62.50 : Quite high impact

16.01 – 32.50 : Low impact 62.51 – 77.50 : High impact

32.51 – 47.50 : Neutral 77.51 – 100.00 : Very high impact

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D. Detail findings

2. CAC aspects of Zalora’s TVC

For CAC aspect, it turns out that respondent who already watch the advertisement have a higher score comparing tothose who are first time watching the advertisement. At the Cognitive dimension (Contact : 76.58 and Non-Contact : 70.96),those advertisement at level High impact interval. This advertisement could deliver the message to the respondent aboutZalora brand knowledge.

Affective dimension for contact respondent mean score is at very high (78.48) and Non-Contact respondent at meanscore High (72.61). This score gap could be concluded, the advertisement impact to Non-Contact respondent perception oflikeness towards Zalora brand are low.

If we take a look at Conative dimension both of the mean score on the level high, but the mean score is lower comparingto other dimension. This concluded even with knowledge level and trust that they already gain from the respondent towardsZalora brand, but the decision to open the sites and

do transaction considered still low.

76.5878.48

72.6270.96 72.61

66.01

Cognitive Affective Conative

Contact

Non-Contact

GAP +5.62 +5.87 +6.61

Mean score convertion 1 – 7 to 0.00 – 100.00

0.00 – 16.00 : Very low 47.51 – 62.50 : Quite high

16.01 – 32.50 : Low 62.51 – 77.50 : High

32.51 – 47.50 : Neutral 77.51 – 100.00 : Very high

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D. Detail findings

73.00

80.5877.05 74.93 76.27

72.28

66.65

75.7770.77 69.32 71.09

65.58

Awareness Knowledge Liking Preference Conviction PurchaseIntention

Contact

Non-Contact

GAP 6.35 4.81 6.28 5.61 5.18 6.70

3. Hierachy Effect score for Zalora’s TVC

When shown every dimension of CAC aspect, we could see that respondent who ever see the Zalora advertisementhave higher score, in terms of Knowledge aspect is the highest score amongst other dimension with 80.58 score.Respondent starting to get the knowledge towards Zalora product after watching the Zalora advertisement. On this stageZalora considered success to make audience understand and get the information from Zalora. But it was not enough topush consumer to like Zalora product, to convince them to do transaction on Zalora sites. Zalora Liking and Preferencescore at 77.05 and 74.93 score, lower than knowledge score. This was in turn affects the lower intention to purchase Zaloraproducts.

Meanwhile, for Non-Contact respondent the decrease score on “purchase intention” is very significant where purchaseintention score dimension was 65.68 lower than any other dimension.

Mean score convertion 1 – 7 to 0.00 – 100.00

0.00 – 16.00 : Very low 47.51 – 62.50 : Quite high

16.01 – 32.50 : Low 62.51 – 77.50 : High

32.51 – 47.50 : Neutral 77.51 – 100.00 : Very high

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69.766.5

69.9

Fashion model that tendto be not suitable to

their character

Zalora product whichlooks likely classy and

expensive

Fashion model that tendto be not suitable totheir surroundings

D. Detail findings

4. Main Reason of Decrease Purchase Intention for Non-Contact

There is several part on the Zalora advertisement that could discouraged them to make the purchase decision. Thoseparts include the impression towards Zalora product which looks likely classy and expensive (66.5), fashion model that tendto be not suitable to their character (69.7) or surroundings (69.9). These issued could reduce their confidence to buy Zaloraproducts.

Mean score convertion 1 – 7 to 0.00 – 100.00

0.00 – 16.00 : Very low 47.51 – 62.50 : Quite high

16.01 – 32.50 : Low 62.51 – 77.50 : High

32.51 – 47.50 : Neutral 77.51 – 100.00 : Very high

*Top 3 lower score

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D. Detail findings

5. Strong point of Zalora’s TVC – Awareness Dimension

No. Attributes Contact Non-Contact

1. There is "www.zalora.com" 82.10 80.77

2. There is "www.zalora.co.id" 81.92 78.15

3.There is a black package from Zalora with "www.zalora.com"

81.56 73.97

4. Interesting music 78.47 71.41

5. There is a package taken by a woman 77.94 70.35

From the advertisement, table above shown several part/content of the advertisement that represent the most easilypart to remember by the respondent. From the result there is two writing of “Zalora” sites that they most remember. However,both of the text explains that the advertisement could reach respondent attention to the Zalora website.

Interesting condition from a black package with “www.zalora.com” also a content that easily to remember. This is a goodsign that there is a big possibility respondent have a certain impression towards Zalora packaging (Either from color, design,size, etc.)

Interesting music also one of the main factor that defines the advertisement itself. Interesting music is importantbecause it grab individual attention to watch the advertisement. Highly recommend to have a lighter music (easy toremember), it will be more catchy but still in the concept that interesting music have a higher influence.

Last attribute were the least attribute that remember most by the respondent. This attribute shown at the first section ofthe advertisement. In general respondent tend to focus/ watch advertisement in the first few second, so we need to maximizethe timing to create Cognitive perception

Mean score convertion 1 – 7 to 0.00 – 100.00

0.00 – 16.00 : Very difficult 47.51 – 62.50 : Quite easy

16.01 – 32.50 : Difficult 62.51 – 77.50 : Easy

32.51 – 47.50 : Neutral 77.51 – 100.00 : Very easy

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D. Detail findings

4. Strong point of Zalora’s TVC – Liking Dimension

No. Attributes Contact Non-Contact

1. Music in the Zalora advertisement 78.78 70.72

2. Videography of Zalora advertisement 78.38 70.66

3.Glamour, luxurious and classy that Zalora advertisement want to expose

78.21 71.29

4.fashion product that used by the Zalora model atadvertisement

78.03 72.72

Marketing campaign that specially design by Zalora to promote their products using TVC as its channel is a efficient wayto reach potential consumer. For those respondent who already watch Zalora ads (Contact), Music in the Zalora advertisementwas one of the attractive attributes to watch Zalora advertisement until finished. But, overall there is other attractive attributessuch as videography of Zalora advertisement, the impression of luxury and product that Zalora model wear at advertisementconsidered have an attraction to grab consumer attention and capable to be touch points for Zalora to change their purchasingbehavior.

Meanwhile, for Non-Contact respondent which is their first time to watch Zalora advertisement, those 4 advertisementattributes have a lower score comparing to those Contact respondent. Although the factor glamour, luxurious and classy thatZalora advertisement want to expose were not enough to make them grow their intention to buy Zalora produtcs. Fashionproducts that used by the Zalora model at advertisement is more appealing rather than other advertisement content.

Mean score convertion 1 – 7 to 0.00 – 100.00

0.00 – 16.00 : Very difficult 47.51 – 62.50 : Quite easy

16.01 – 32.50 : Difficult 62.51 – 77.50 : Easy

32.51 – 47.50 : Neutral 77.51 – 100.00 : Very easy

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E. Respondents profile

Respondents

Demography

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E. Respondents profile

Gender

Male, 53.7%

Female, 46.3%

Age

n Sample : 644

Below 20 yo

7.3%

20 - 29 yo43.3%

30 - 39 yo

36.0%

40 - 49 yo

10.9%

Over 49 yo

2.5%

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E. Respondents profile

Occupation Social Economy Status

n Sample : 644

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E. Respondents profile

City

n Sample : 644

Medan, 3.4%

Jakarta, 19.1% Bogor, 2.8% Depok, 1.9% Tangerang, 6.8% Bekasi, 3.6%

Bandung, 10.4%

Semarang, 7.6%

Surabaya, 12.0%

Makassar, 2.5%

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