IAB NZ: Stuff.co.nz: Rexona & Rugby Heaven – Sponsorship Effectiveness Case Study

Posted by IAB Australia On June 14, 2011 Research & Resources

Research Objectives: Provide Effectiveness metrics for Rexona’s sponsorship campaign on the All Black’s section of Rugbyheaven on Stuff.co.nz, specifically to measure impact on:

  • Brand association in relation to sponsorship of the All Blacks
  • Brand sentiment/ recommendation in comparison with other All Black sponsor brands and Rexona competitors
  • Sponsored page/section recall on stuff.co.nz
  • Advertising perceptions, message cut through, and relationship with content in sponsored All Blacks section.

IAB Australia

IAB Australia is the peak trade association for online advertising in Australia. As one of over 43 IAB offices globally and with a rapidly growing membership, the role of the IAB is to support sustainable and diverse investment in digital advertising across all platforms in Australia.