newsworks bitesize shredded wheat effectiveness study

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The Proof 1 The business case for newspaper advertising as part of the media mix

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How did Cereal Partners UK use newspapers to deliver a whole new perspective on a much-loved brand?

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Page 1: Newsworks Bitesize Shredded Wheat effectiveness study

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The ProofThe business case for newspaper advertising as part of the media mix

Page 2: Newsworks Bitesize Shredded Wheat effectiveness study

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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

Page 3: Newsworks Bitesize Shredded Wheat effectiveness study

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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

Page 4: Newsworks Bitesize Shredded Wheat effectiveness study

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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

Page 5: Newsworks Bitesize Shredded Wheat effectiveness study

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Newspaper creative TV creative

Bitesize Shredded WheatThe creative work

Page 6: Newsworks Bitesize Shredded Wheat effectiveness study

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Bitesize Shredded WheatTest detail

Media Plan

Research sample: Women 25-60, regular buyers of cerealMedia Source: NMR/BARB/NRS

Campaign objectives

To 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

Page 7: Newsworks Bitesize Shredded Wheat effectiveness study

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Bitesize Shredded WheatThe findings

Page 8: Newsworks Bitesize Shredded Wheat effectiveness study

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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

Page 9: Newsworks Bitesize Shredded Wheat effectiveness study

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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

Page 10: Newsworks Bitesize Shredded Wheat effectiveness study

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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

Page 11: Newsworks Bitesize Shredded Wheat effectiveness study

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Bitesize Shredded WheatBrand involvement up with TV + newspapers

Brand InvolvementSomeone I like*Pre to Post % points increase – Top 2 box

Pre-wave

29

24

Post-wave Pre-wave Post-wave

35

39

TV solus TV + NP

-5 +4

Page 12: Newsworks Bitesize Shredded Wheat effectiveness study

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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

3

6

6

5

4

-1

-3

1

+3

+7

+8

+3

MB norm

Page 13: Newsworks Bitesize Shredded Wheat effectiveness study

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Bitesize Shredded WheatPre-testing aids higher recognition

Recognition – Newspaper ads% recognising

Bitesize Shredded Wheat

20

34

Millward Brown Print Norm(326 ads)

Page 14: Newsworks Bitesize Shredded Wheat effectiveness study

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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

Page 15: Newsworks Bitesize Shredded Wheat effectiveness study

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Bitesize Shredded WheatTV plus newspapers drives web traffic

TV + Newspaper Advertising effect on web traffic

Unique visitors to Capital One

% increase

TV solus

89

56

68

TV + NP MB UK Norm

+21

Page 16: Newsworks Bitesize Shredded Wheat effectiveness study

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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

Page 17: Newsworks Bitesize Shredded Wheat effectiveness study

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Bitesize Shredded WheatAdding newspapers increases TV enjoyment

TV Ad EnjoymentEnjoyed watching%

TV solus

74

5662

TV + NP MB UK Norm

+12

Page 18: Newsworks Bitesize Shredded Wheat effectiveness study

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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

Page 19: Newsworks Bitesize Shredded Wheat effectiveness study

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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

Page 20: Newsworks Bitesize Shredded Wheat effectiveness study

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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

Page 21: Newsworks Bitesize Shredded Wheat effectiveness study

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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

Page 22: Newsworks Bitesize Shredded Wheat effectiveness study

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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

Page 23: Newsworks Bitesize Shredded Wheat effectiveness study

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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