For all the heightened consumer perception and ad awareness that both of Lincoln Motor’s quirky Matthew McConaughey campaigns have received in the past five months, they have been unable to bring the company’s purchase consideration with potential auto buyers to levels higher than in the past.
The car maker’s two latest quirky Matthew McConaughey ads pushing the MKZ line that have been running since New Year’s Day increased their consumer perception and ad awareness levels like last fall’s initial campaign, but not to the same heights.
More notably, consumers in the market to buy cars the next 12 months have given Lincoln slightly higher purchase consideration this time around. However, those numbers have been higher at times before the McConaughey campaign even began running.
The first McConaughey campaign peaked in mid-October, when the percentage of potential car buyers who would consider Lincoln when they go car shopping in the next 12 months hit 9%. At that time, 33% of potential car buyers were aware of Lincoln’s ad campaign.
With the current campaign, it took two weeks from New Year’s Day for that percentage to climb from 8% to a top of 10%, with 28% of potential car buyers being aware of its advertising.
Yet, Lincoln had reached purchase consideration levels as high as 12% as recently as last May, when ad awareness was 23%, even less than the McConaughey campaigns.
Besides Purchase Consideration and Ad Awareness, YouGov BrandIndex measured Lincoln with its Buzz score, which asks respondents "If you've heard anything about the brand in the last two weeks, through advertising, news or word of mouth, was it positive or negative?"
All measurements are for adults 18 and over.