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BRAND LIFT STUDYFERRERO 2019 RAMADAN CAMPAIGN
ON MBC TV STATIONS
Copyright 2019 Arabian Media Services
CROSS FUNNEL
METRICS MEASURED
METRICS
NON-EXPOSED
(Control)
SAME
QUESTIONNAIRE
SERVED TO BOTH
GROUPS
EXPOSED HAD AN ADDITIONAL
QUESTION ‘CREATIVE LIKEABILITY’
EXPOSED
METHODOLOGY
BOTH GROUPS HAVE THE SAME
DEMOGRAPHIC PROFILE
AMS TV BRAND LIFT STUDY
The success of a TV
campaign is often judged
by GRPs.
AMS BRAND LIFT STUDY
helps the brand look
beyond GRP as a key
performance indicator
for brand led campaigns.
BACKGROUND
AD AWARENESS
PURCHASE INTENT
Copyright 2019 Arabian Media Services
CAMPAIGN IMPACT ON BRAND FUNNEL
Copyright 2019 Arabian Media Services
Copyright 2019 Arabian Media Services
Figures are % of respondents
The Ramadan campaign on MBC TV channels have raised the overall ad awareness for Ferrero brands,especially Ferrero Rocher and Nutella.
AW
AR
EN
ESS
Copyright 2019 Arabian Media Services
54%
77%
Overall Awareness
Non-Exposed Exposed
OV
ER
ALL
CA
MPA
IGN
▲+44%
28%
39%
% Intending to Subscribe
▲+40%
FER
RER
O R
OC
HER
Target Group: • Females
• 25-45y
Sample Size: • Exposed: 97
• Non-exposed: 114
Breakdown by Creative
37%46%
% Intending to Subscribe
▲+26%
NU
TELL
A
28%32%
% Intending to Subscribe
+14%
KIN
DER
Copyright 2019 Arabian Media Services
Figures are % of respondents
Further, the campaign has also increased the intention to purchase Ferrero brands. This impact is mainly seenon Ferrero Rocher and Nutella. Kinder is slow to pick up, with lower pull in the market.
PU
RC
HA
SE IN
TEN
T
Copyright 2019 Arabian Media Services
25%
34%
% Intending to purchase
Non-Exposed Exposed
OV
ER
ALL
CA
MPA
IGN
▲+34%
26%
36%
% Intending to Subscribe
▲+38%
FER
RER
O R
OC
HER
Target Group: • Females
• 25-45y
Sample Size: • Exposed: 97
• Non-exposed: 114
Breakdown by Creative
22%31%
% Intending to Subscribe
▲+41%
NU
TELL
A
10%14%
% Intending to Subscribe
+45%
KIN
DER
Copyright 2019 Arabian Media Services
SUMMARY
The Ramadan campaign on MBC TV channels have raised the overall adawareness for Ferrero brands, especially Ferrero Rocher and Nutella.
Further, the campaign has also increased the intention to purchase Ferrerobrands. This impact is mainly seen on Ferrero Rocher and Nutella. Kinder isslow to pick up, with lower pull in the market.
There is a need to further boost consumer pull for Kinder and that can bedone through frequent media bursts, in order to continuously feature in theconsumer’s memory.
RECOMMENDATION
Continue spreading Brand Awareness with further advertising on TV,in order to continuously feature in the consumer’s memory.
Plan multiple bursts throughout the year, distributing the focusacross the three brands.
THANK YOU
Copyright 2019 Arabian Media Services