Upload
newsworks
View
1.041
Download
1
Tags:
Embed Size (px)
DESCRIPTION
See how the supplement brand used newspapers to attract new users and strengthen the relationship with its existing customers.
Citation preview
1
The ProofThe business case for newspaper advertising as part of the media mix
2
Once again the effectiveness study has provided us with a rich amount of information that will help us plan our future media activity. Conducting a second study has shown us the long-term benefits of newspaper advertising.
Tony Parkin
Strategic Planning and Development Manager,
Seven Seas
This is the second time we have worked with the NMA, and once again we have seen strong results. The research clearly demonstrates the benefits of brand advertising in national
newspapers.
Sarah Day
Marketing Manager, Cod Liver Oil
Seven SeasThe client’s view
3
Why newspapers for Seven Seas?This is the second year Seven Seas have tested their newspaper campaign. The findings from the previous test proved that newspaper advertising builds brand equity and delivers sales uplifts.
Seven SeasHeadline results
Newspaper readers increase purchasing of Seven SeasThe increase in spend on Seven Seas products by newspaper readers was almost double that of non-readers.
The increase in penetration was a third greater among those exposed to the newspaper campaign.
Newspapers drive web traffic
The number of visits to Seven Seas’ website rose by 30% during the campaign. Page views to JointAge Calculator doubled on days when there was newspaper advertising.
Newspapers built brand equity over the two campaigns
Competitive advantage increased by 16 percentage points compared to pre 2009 campaign. Awareness, familiarity and consideration all improved over the two campaigns.
+16
Percentage points
+30%
JointAge Calculator page views
x2x2
Sales upliftreaders vs non readers
4
Seven SeasThe creative work
5
Seven SeasThe creative work
Strong creative impact leads to high recognition
Recognition – Newspaper ads
% recognising
Seven Seas
29
Millward Brown print norm (326 Ads)
20
6
Seven SeasThe creative work
The newspaper ads are extremely impactful and well-branded
Newspaper ads
% agreeing
Definitely remember ad was for Seven Seas
Very eye-catching
I’d stop and look rather than turn the page
73
47
62
95
84
52
Seven Seas
Millward Brown Norm
7
Seven SeasBusiness context
8
Seven Seas2010 campaign launched amid negative glucosamine PR
4 weekly glucosamine sales
£000s
9
Which of the following statements best describes your thoughts about the report% answering
28
32
32
Seven SeasBMJ findings also impacted perceptions
The report put me off buying glucosamine products
I use glucosamine for prevention rather than cure, so
the report was not relevant
I disagree with the research and believe that glucosamine is effective
10
Seven SeasThe Findings
11
Seven SeasNewspapers readers increase in spend is double that of non-readers
Seven Seas value sales12 w/e 05th Dec 10 vs. pre-period (12 w/e 12th Sep 10)
£000s
Newspaper readers Non-readers
+34%
+18%
Pre-period
During/post
12
Seven SeasSeven Seas grew market share by 35% more among newspaper readers vs non-readers
Seven Seas value sales12 w/e 5th Dec 10 vs. pre-period (12 w/e 12th Sep 10)
%Pre-period
During/post
Newspaper readers Non-readers
+31%
+23%
13
Seven SeasPenetration increases by 28% among newspaper readers
Seven Seas penetration12 w/e 5th Dec 10 vs. pre-period (12 w/e 12th Sep 10)
%Pre-period
Newspaper readers Non-readers
+28%
+21%
During/post
14
Seven SeasNewspapers readers increase average weekly purchase
Seven Seas average weekly purchase12 w/e 5th Dec 10 vs. pre-period (12 w/e 12th Sep 10)
£sPre-period
Newspaper readers Non-readers
+7%
-1%
During/post
15
Seven SeasNewspapers drive web traffic
Seven Seas web trafficVisits
Pre-campaign
+30%
4973
6471
During campaign
16
Seven SeasNewspaper insertions double page views
JointAge Calculator web trafficPage views
During campaign – days with no
ads
+121%
1100
2428
During campaign – days with ads
17
Seven SeasSpontaneous awareness increased significantly
Spontaneous awarenessPre to post % points increaseTop 2 Box %
Total
+23
Users who recognise NP
Non-users who recognise NP
+25 +20
Pre-wave
Post-wave
18
Seven SeasNewspapers enhance consideration
Brand commitment – Likelihood to choosePre to post % points increaseTop 2 Box %
Total
+8
Recognise NP Non-recognisers
+22 +1
2009 Pre-wave
2010 Pre-wave
2010 Post-wave
19
Seven SeasNewspaper campaign boosts brand equity and creates competitive advantage
Brand Dynamics equity analysis post-wave
% points change on pre-wave
Bonding
Advantage
Performance
Relevance
Presence
Recognise NP
38
11
44
49
58
vs. pre-wave 2009
+16%
+16%
+16%
+16%
+16%
20
Seven SeasHighly engaging newspaper creative
Newspaper involvement diagnostics
Norm: 61 NP ads
Recognise NP
(Each axis 0-80%)
21
Seven SeasCampaign produces very positive emotional and rational response
Response to newspaper ads
% agreeingMillward Brown
Norm
50
36
45
71
51
79Contained new
information
36
Contained different information
Points made were relevant
Points made were believable
Made brand more appealing
Made me more likely to buy Seven Seas
71
89
91
84
80
22
Seven SeasRe-appraisal is strengthened by multiple executions
Advertising measures – Re-appraisal
Surprising and gets me to think differently
Top 2 Box %
1 Newspaper ad
69
73
78
2 Newspaper ads 3 Newspaper adsRecognise:
23
Seven SeasStrong call to action boosted by multiple executions
Advertising measures – Call to action
Gives me a reason to go out and buy
Top 2 Box %
1 Newspaper ad
69
84 83
2 Newspaper ads 3 Newspaper adsRecognise:
24
Seven SeasEmotional connection with Seven Seas JointCare is strengthened by multiple executions
Advertising measures – Brand values
Helps me connect and identify more strongly
Top 2 Box %
1 Newspaper ad
73
84
87
2 Newspaper ads 3 Newspaper adsRecognise:
25
Seven SeasThe media rationale
26
Seven SeasNewspapers closely match brand profile
Analysis by social grade
%
Profile of Vitamin & Mineral users
18
Heavy NP readers
Heavy TV viewers
Source TGI 2011 Q1
51
31
23
52
25
35
50
15
AB
C1C2
DE
27
Seven SeasNational newspaper readers are big spenders
Expenditure on vitamin & mineral supplements
£ per household 2010
Source Kantar World Panel 52wk average 26 Dec 10, HH (000s) 7,064 for heaviest TV , 7,729 Freq NP quals 1370, Mids 1907, Pops 3522, Online NP 1,233. Note Online NP data also built in to newspaper groups
Total Market
Heaviest 1/3 TV
Frequent Newspaper
readers
Frequent Quality
NPs
Frequent Mid-market
NPs
Frequent Popular
NPs
Frequent Online NPs
£1.84
£1.36
£2.24
£2.44
£2.83
£1.62
£2.58
28
Seven SeasTest detail
29
Newspapers are the perfect environment for healthcare ads, as they provide a large, highly engaged and responsive audience who spend heavily on healthcare brands
Newspapers create a strong emotional response among readers, which helps build brands and influence buying decisions
Relevant editorial heightens audience engagement and interest
Newspapers’ immediacy drives sales response
Seven SeasTest hypothesis
30
Seven SeasTest detail
Media Plan
Sep 10 Oct 10 Nov 10 £m
MediaTarget audience:ABC1C2 Families
National Newspapers
0.6
Research DatesMillward Brown
Pre-wave
Post wave
Sample: 711 adults aged 45+ who buy vitamins/supplements nowadays. ABC1C2 social class plus E social class if in receipt of private pension
Media Source: NMR/BARB/NRS
410 GRPs
Campaign objective
Attract new users to joint care supplements category, and build Seven Seas joint health expertise credentials. At the same time strengthen loyalty among users.