IAB NZ: Stuff.co.nz: Rexona & Rugby Heaven - Sponsorship Effectiveness Case Study
Published on Tuesday, 14 June 2011 in the category 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.