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The Proof. The business case for newspaper advertising as part of the media mix. Bitesize Shredded Wheat. The client’s view. - PowerPoint PPT Presentation
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The ProofThe business case for newspaper advertising as part of the media mix
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Phil TomsMarketing Controller, Shredded Wheat
“This is the second year we’ve worked with the Newsworks on the Advertising Effectiveness case studies and we are very pleased with how this campaign has evolved and the results achieved. Strategically it made a lot of sense to include our Bitesize Shredded Wheat brand given it was a new message for this brand and we wanted to understand how press could complement our TV campaign to maximum effect. Building upon our learning from last year we were able to develop and implement a press campaign which delivered strong strategic and executional synergy with the TV. The opportunity to pre-test the work allowed us to optimise the creative to ensure maximum effectiveness.
The results? They speak for themselves. We sold more boxes, the brand is in growth and the new positioning has been well established in consumer’s minds. Newspapers have played a very clear and definitive role in helping achieve our objectives.”
Bitesize Shredded WheatThe client’s view
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Newspapers drove 6.9% sales uplift during and 8.4% post campaign
At 3+ OTS, sales increased by 11% during and 7.4% post campaign
TV + Newspapers increase brand commitment by 5% points
TV + Newspapers increased brand involvement by 4% points
Adding National Newspapers made the TV ad work harder across all diagnostic measures, including engagement, branding and communication
Bitesize Shredded WheatHeadline results
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Bitesize Shredded WheatTest Hypothesis: Newspapers are perfect partners to TV
TV and national newspapers are the perfect partnership
They are processed in different but complementary ways: TV is more passive, newspapers involve active processing
Both media are heavily consumedin the evening
Media profiles are complementary
Together, the brand impact should be stronger than either medium separately
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Newspaper creative TV creative
Bitesize Shredded WheatThe creative work
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Bitesize Shredded WheatTest detail
Media Plan
Research sample: Women 25-60, regular buyers of cerealMedia Source: NMR/BARB/NRS
Campaign objectivesTo encourage women to choose the unadulterated goodness of Bitesize Shredded Wheat, that helps them keep an eye on their weight.
68TVRs
68TVRs
225TVRs
61TVRs
81TVRs
81TVRs
237GRP5s
Apr May Jun Jul £m
MediaTarget Audience:Housewives with
children
TV – 30 sec 1.3
Newspapers 0.9
Research DatesMillward Brown
Pre-wave
Post wave
7
Bitesize Shredded WheatThe findings
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Bitesize Shredded WheatNational newspapers drive extra 8.4% sales uplift
Source: dunnhumby
Newspaper Advertising effect on Sales% increase
During
6.9
8.4
Post
9
Bitesize Shredded WheatHigher OTS drives 11% sales increase
Source: dunnhumby
Newspaper Advertising effect on Sales at 3+ OTS% increase
During
11.0
7.3
Post
10
Bitesize Shredded WheatBrand commitment increases more with TV plus newspapers
Brand FamiliarityLikelihood to choose*Pre to Post % points increase – Top 2 Box %
Pre-wave
1517
Post-wave Pre-wave Post-wave
22
27
TV solus TV + NP
+2 +5
11
Bitesize Shredded WheatBrand involvement up with TV + newspapers
Brand InvolvementSomeone I like*Pre to Post % points increase – Top 2 box
Pre-wave
2924
Post-wave Pre-wave Post-wave
3539
TV solus TV + NP
-5 +4
12
Bitesize Shredded WheatTV + newspapers shift brand image
Brand imagePre to Post % points change in endorsing Bitesize Shredded Wheat
Helps you keep an eye on your weight
Really nutritious
Stops temptation to snack
Fills you up more than other cereals
36
6
5
4
-1
-3
1
+3
+7
+8
+3
MB norm
13
Bitesize Shredded WheatPre-testing aids higher recognition
Recognition – Newspaper ads% recognising
Bitesize Shredded Wheat
20
34
Millward Brown Print Norm(326 ads)
14
Bitesize Shredded WheatVisual standout is vital
Newspaper ads - % agreeing
Very eye-catching I’d stop and look at rather than turn the page
5860
42
76
MB UK NormBitesize Shredded Wheat
15
Bitesize Shredded WheatTV plus newspapers drives web traffic
TV + Newspaper Advertising effect on web trafficUnique visitors to Capital One% increase
TV solus
89
56
68
TV + NP MB UK Norm
+21
16
Bitesize Shredded WheatNewspaper ads make TV ad more engaging
Pleasant
GentleIrritating
Soothing
Unpleasant
Disturbing
Millward Brown – TV Involvement Diagnostics
Millward Brown Norm(Base: 698 TV ads)
-+ Difference between NP and TV
+16
+13
+12
-10
Recognise TV ad
Distinctive
Interesting
Weak
Dull
Boring
Involving
Recognise TV + NP ad
17
Bitesize Shredded WheatAdding newspapers increases TV enjoyment
TV Ad EnjoymentEnjoyed watching%
TV solus
74
5662
TV + NP MB UK Norm
+12
18
Bitesize Shredded WheatNewspapers enhance and complement TV messages
TV AdvertisingStrongly suggests% answering
Contains only wholegrain wheat and
no other ingredients
Small and easy to eat biscuits
Helps you keep an eye on your weight
More natural than other cereals
6154
+1
+6
+10
+15
Added effect of NP
Tastes great +7
8368
8575
8478
8887
TV + NPTV solus
19
Bitesize Shredded WheatNewspapers communicate powerfully
Newspaper AdvertisingStrongly suggests% answering
Helps you keep an eye on your weight
Contains only wholegrain wheat and
no other ingredients
More natural thanother cereals
Small and easy toeat biscuits
Tastes great
71
68
65
58
47
20
Bitesize Shredded WheatNewspapers increase rational and emotional response to TV
Response to TV ads% agreeing
Contains only wholegrain wheat and
no other ingredients
Small and easy to eat biscuits
Helps you keep an eye on your weight
More natural than other cereals
6750
+9
+17
+13
+12
Added effect of NP
Tastes great +17
7664
8471
7558
7364
TV + NPTV solus
21
Bitesize Shredded WheatNewspapers create emotional connection
Advertising measures – Brand ValuesHelps me to connect and identify more strongly*Top 2 Box %
TV solus
68
85
Any NP TV + NP
63
22
Bitesize Shredded WheatNewspapers induce re-appraisal
Advertising measures – Re-appraisalSurprising and gets me to think differently*Top 2 Box %
TV solus
68
85
Any NP TV + NP
63
23
Bitesize Shredded WheatCall to action up 52% when newspapers added
Advertising measures – Call to ActionGives me a reason to go out and buy*Top 2 Box %
TV solus
67
85
Any NP TV + NP
56