View
219
Download
0
Category
Preview:
Citation preview
Coca Cola Light Lemon CrossMedia Research
MSN Spain
Along with each one of the followed steps throughout the advertising campaign designed by the brand, an online survey has been carried out
in order to learn about the campaign efficiency. Furthermore, such online survey was implemented also before and after the campaign.
The people who answered the survey were identified by cookies and organised by demographic and social variables that helped to find out
the probabilities they had of being hit by the campaign in any other media.
We used such information to create 4 different groups:
CONTROL G.
NOT HIT BY ANY MEDIA
People who answered the survey before any advertisement took place in mass media.
Methodology
HIT BY THE ONLINE CAMPAIGNPeople who answered the survey and who were identified by COOKIES as users hit by the online campaign.
INTERNET G.
Along with each one of the followed steps throughout the advertising campaign designed by the brand, an online survey has been carried out
in order to learn about the campaign efficiency. Furthermore, such online survey was implemented also before and after the campaign.
The people who answered the survey were identified by cookies and organised by demographic and social variables that helped to find out
the probabilities they had of being hit by the campaign in any other media.
We used such information to create 4 different groups:
Methodology
NOT HIT BY THE ONLINE CAMPAIGN
HIT BY THE OFFLINE MEDIA CAMPAIGN
People who answered the survey and who had NOT been hit by the online campaign.
OFF LINE G.
Methodology
Along with each one of the followed steps throughout the advertising campaign designed by the brand, an online survey has been carried out
in order to learn about the campaign efficiency. Furthermore, such online survey was implemented also before and after the campaign.
The people who answered the survey were identified by cookies and organised by demographic and social variables that helped to find out
the probabilities they had of being hit by the campaign in any other media.
We used such information to create 4 different groups:
HIT BY THE MULTI-MEDIA CAMPAIGN
People who answered the survey and who had been hit by the campaign in any media.
MULTI-MEDIA G.
Methodology
Along with each one of the followed steps throughout the advertising campaign designed by the brand, an online survey has been carried out
in order to learn about the campaign efficiency. Furthermore, such online survey was implemented also before and after the campaign.
The people who answered the survey were identified by cookies and organised by demographic and social variables that helped to find out
the probabilities they had of being hit by the campaign in any other media.
We used such information to create 4 different groups:
12th – 19th June: CONTROL Group
NOT HIT BY ANY MEDIA
People who answered the survey before any advertisement appeared in any mass media
COMPARATIVE PROCEDURE
PRODUCT ALREADY PLACED IN Stores
BRAND AWARENESS
Possible PRODUCT awareness
The initial situation…
12th June, 2003 The beginning of the research
Project Development
20th – 24th June: INTERNET Group
HIT BY THE ONLINE CAMPAIGNMEDIAPeople who answered the survey and who were identified by COOKIES as users hit by the online campaign.
PRODUCT placed in Stores
Highly useful in order to analyse the ONLINE CHANNEL performanceRelative evaluation of POTENTIALITY
. Scarcely 5 days of exposure on the INTERNET
Possible PRODUCT awareness
9,825,956 Impressions
21,663 Clicks
0.22% Rate
14% of total amount of
impressions and 24%
of clicks.
12th June, 2003 The beginning of the research18th June 2003
The Beginning of the Online Campaign INTERNET
Project Development
7 points more of proper connection between the campaign Claim and Coca Cola Light Lemon!
28,9
35,9Internet Group
Control Group
11 points more of Unaided awareness of Coca Cola as a brand that offers beverages with Lemon!36,0
47,3Internet Group
Control Group
JUST hit by the Online Campaign (5 days)
NOT hit by the Campaign
AWARENESS : Coca-Cola as a brand that offers Beverages with Lemon
Proper Connection between the campaign CLAIM and Coca Cola Light with Lemon
After the Online Campaign…
+11 points
+7 points
The Internet Contribution
68,704,626 Impressions90,850 Clicks
0,1% Rate
INTERNET
97.8 % Coverage27.8 OTS
2,714.5 Grp’s
TVPRESS & MAG.57.7 % Coverage
3.8 OTS217.8 Grp’s
41.9 % Coverage2.29 OTS96.1 Grp’s
9,681.4 Impacts (000)
Magazines Supplements35.5 % Coverage3.42 OTS121.7 Grp’s
12,259.7 Impacts (000)
12th June, 2003 The Beginning of the Research
18th June, 2003The Beginning of the Online Campaign
25th June, 2003 The Beginning of the Multi-media Campaign:
Project Development
HIT BY THE MULTI-MEDIA CAMPAIGN:Internet, Magazines, Supplements, TV, and Outdoor
People who answered the survey and who were hit by the campaign in any media.
PRODUCT placed in Stores
. Multi-media Campaign length: 2 months.
Possible PRODUCT awareness
25th Jun – 18th Aug: MULTI-MEDIA Group
GLOBAL results measured by the online research.
12th June, 2003 The Beginning of the Research
18th June, 2003 The Beginning of the Online Campaign
25th June, 2003 The Beginning of the Multi-media Campaign:
Project Development
AWARENESS : Coca-Cola as a brand that offers Beverages with Lemon
Proper Connection between the campaign CLAIM and Coca Cola Light with Lemon
After the Multi-media Campaign INCLUDING the Internet…
JUST hit by the online campaign (5 days)
NOT hit by the campaign
EVERY media
+33 puntos
+11 puntos
36,0
47,3
69,2
Internet GroupControl Group
Multimedia Group33 points more of Unaided awareness of Coca Cola as a brand that offers beverages with Lemon!
28,9
35,9
40,0
Internet GroupControl Group
Multimedia Group11 points more of proper connection between the campaign Claim and Coca Cola Light Lemon!
Total Contribution of the Campaign(Off + On line)
% of individuals that remember, after one OTS, the brand without % of individuals that remember, after one OTS, the brand without any prompting or mention of the brand name.any prompting or mention of the brand name.
Each online impact achieves a greater recall than any other media’s.The unaided recall is built faster…The unaided recall is built faster…
Furthermore, …
45,3%
1 OTS
INTERNET G.Only 1 OTS was needed in order to achieve 45% of unaided brand awareness!
1% 5% 7%
23% 26%32%
42%52%
58% 59%67%
33,3%40,0%
45,5%58,6% 61,3% 62,2% 62,0% 62,3% 63,6% 64,2% 67,1%
1 2 3 4 5 8 9 10 11 14 15
OFF LINE G.
OFF LINE G.
33,3%
1 OTSTo achieve the same results in Off Line Media, 3 OTS are required.
Contribution by Media
69,15
68,0Just Off line* (TV + Print Media)
+ Off line + INTERNETUNAIDED AWARENESS of Coca
Cola as a brand that offers beverages with lemon raises 2%
when the media planning includes the internet as advertising
channel.
+2%
to Off Line Media
+40
39Just Off line* (TV + Print Media)
Off line + INTERNET
+2%
PROPER CONNECTION between the campaign claim and Coca
Cola Light with Lemon raises 2% when the media planning includes the internet as
advertising channel.
53,9
47,6Just Off line (TV + Print Media)
+ Off line + INTERNET
+6,3 points
BUYING INTENTIONS raise 6.3 points when the media planning includes the internet as advertising channel.
Cross Media Analysis: The Internet Contribution
68,1
73,6Multi-media Group
Off Line Group
One month later...
UNAIDED BRAND AWARENESS
From 3rd to 6th October ...
+5 points
Integrating the Internet as an advertising channel within the multi-media campaign has fostered a 5% increase in
unaided brand awareness in the medium term.
Cross Media Analysis: The Internet Contribution
Cost per Increased Point (in euros)
92.344
4.421
The Internet
is 20 times
cheaper!
32
11,3
Off
Lin
e
Inte
rnet
Increased Points
10
7
Off
Lin
e
Inte
rnet
Increased Points Cost per Increased Point (in euros)294.930
7.106
Investment per Media
Internet
28,4%1,7%70%
TV
Print Media
The internet
is 40 times
cheaper!
Cross Media Analysis: Cost of Advertising
AWARENESS : Coca-Cola as a brand that offers Beverages with Lemon
Proper Connection between the campaign CLAIM and Coca Cola Light with Lemon
- From 2% to 13% increases in AWARENESS AND BEHAVIOUR indicators.
High Return on Online Advertising Investment regarding cost per point of awareness.
Cross Media: Including the Internet in the Media Planning…
- The Internet improves the main indicators for non-exposure to advertising audiences.
- Not only each online impact achieves a greater recall than any media.The unaided recall is built faster...The unaided recall is built faster...
And Also...
- But also, in the medium term, brand awareness remains longer if the , in the medium term, brand awareness remains longer if the media planning includes the internet as an advertising channel. media planning includes the internet as an advertising channel.
Conclusions
Recommended