A listening brand Optimising a product launch in real time
MRS Brand Conference 2011
Martin Bryant - Energizer Group Limited
Nathan Evans - MESH Planning
Why are we here?
To demonstrate how Experience
Tracking has been used to measure
the success of a challenger brand
product launch.
Biggest ever European launch
2003 2011
Source: Texting data from MESH tracking study 26th October – 27th Feb
Launch Media Laydown
Sept Oct Nov Dec Jan Feb
Press
TV
GQ Bild
Launch
Main TVC
+ Xmas
Online
Launch
XMAS
OOH
1st Presentation
M1 GQ/SW
stand
alone Promo TVC
2nd Presentation
Promo
Bitburger
3rd Presentation
Main TVC
30 secs
Main TVC
+ GQ/SW M2
Sp Sp
Promo
Gillette Pro Glide Launch
One off chance to gather future learnings and scenario test
hypothesis meaning we needed to be able to make changes
in real-time
Need to measure both efficiency
and effectiveness of launch
media (ROI)
Need for comparative measures
traditional tracking doesn‟t
provide
Qualitative feedback on a
quantifiable scale
Spontaneous responses to allow
for accurate assessment of cut
through
Need to be sensitive to all
campaign experiences both
media and non-media related
Ability to analyse transient
Online activity to help
understand it‟s role
The research challenge
The research answer – Experience Tracking
Week 1 Week 2 Week 3 Week 4
Pre Diary Post
Pre Diary Post
Pre Diary Post
50 people
50 people
50 people
Pre
Questionnaire
Here we capture metric scores to
be used as a benchmark.
-Demographics
-Usage
-Consideration (Brand & Product)
-Image
-Briefing for SMS diary stage
SMS Diary
Here we ask participants to text us
whenever they experience
anything to do with the brands we
are interested in.
Each experience is expanded upon
in an Online diary.
Post
Questionnaire
Here we capture metric scores as
they have changed over the course
of 7 days.
-Consideration (Brand & Product)
-Image
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Sample Overview
Number of Experiences
Number of Participants
Reporting Period
8202 texts
1144 participants
26th October 2010 –
27th Feb 2011
Males In Germany from the ages of 18 to 35 who are
currently system razor users
Promotional
Activity
Usage
Brand Equity
?
Which
media and
message?
Econometrics
Product Brand
Hydro
Umbrella Brand
Wilkinson Sword
Backlit posters and use of refreshing colour
driving positive impressions of the new product
“In a shopping area in Leipzig I saw
these advert boards. The lighting
really put the razors nicely on
display and my feeling was very
positive. The ad is very eye-
catching and gives the feeling to
evoke interest in the product”
Post launch day 19
Source: Texting data from MESH tracking study 26th October – 27th Feb
“Also in front of the main train
station one can find the
advertisement. This advertisement
however fits in anywhere thanks to
its pleasant and natural colour
(scheme)!”
Product awareness was higher than competitor
during respective early weeks of launch
0%
10%
20%
30%
40%
50%
60%
70%
Week1 Week2 Week3 Week4 Week5 Week6 Week7 Week8
Post launch day 38
Hydro Prompted Product awareness
Competitor Prompted Product awareness
Source: Texting data from MESH tracking study 26th October – 27th Feb Base: 1144 people
Campaign Optimiser
Poster
Umbrella Brand
Consideration
When used to creatively communicate a rational
promotional message poster was not as effective
Poster % sample reached
Poster at launch 17%
Poster promotional activity (4 months post launch) 5%
“It is an ad for Bitburger ...in partnership
with Wilkinson.”
Poster, Tram stop/station/subway, Very positive,
Slightly more likely to choose
Source: Texting data from MESH tracking study 26th October – 27th Feb
Post launch day 112
“Underground station in Colone
(Friesenplatz), there was a poster for
Bitburger.”
Poster, Tram stop/station/subway, Neutral, No
difference
Online generates Hydro‟s most engaging and
persuasive paid for experiences
Post launch day 38
TV
Poster/Billboard
Radio
Me using
Conversation
Newspaper
Magazine* In store
Online
Mailing leaflet
Me purchasing
15%
25%
35%
45%
55%
65%
75%
85%
95%
25% 35% 45% 55% 65% 75% 85% 95%
Pu
rch
ase
In
ten
t T2
B (
%)
Positivity T2B (%)
Experience Map by Touchpoint - Wilkinson Hydro (Total)
Note: Bases below 20 not included * Base 20-29
n = Base: 1089 Total, 342 TV, 124 Poster/Billboard, 16 Radio, 97 Me using, 28 Conversation, 13 Newspaper, 24 Magazine, 205 In-Store, 124 Online, 56 Mailing Leaflet, 33 Me Purchasing, 6 Sampling, 4 Cinema, 17 Other
Source: Texting data from MESH tracking study 26th October – 27th Feb
And Online experiences are reaching a proportion
of the target TV does not
6% reach 18% reach
Just
Online Just
TV
Total Online = 17% Total TV = 31%
Base: 752 people
BOTH
13% reach
Post launch day 52
Source: Texting data from MESH tracking study 26th October – 27th Feb
At launch Online experiences have the biggest
impact on Consideration amongst the target
HYDRO TV Online TV & Online In Store Mailing
Leaflet
Consideration
(Long Term Impact from questionnaire)
Phase 1 * ** *** No Sig Effect No Sig Effect
Source: Campaign Optimiser analysis from Questionnaire and
Texting data from MESH tracking study 26th October – 27th Feb
*** represents the impact on consideration (the likelihood
to shift in consideration having had an experience)
In Phase 2, when our message changed to a more rational promotional
message we no longer drove longer term brand consideration
Post launch day 52
Phase 2 No Sig Effect
No Sig Effect
No Sig Effect No Sig Effect No Sig Effect
Phase1 2010 Phase 2 2011
Jan Feb
In Phase 2 we isolate the Tag-on executions and
introduce a Trial Size promotion in February
Strength of message could
have been the issue...
Post launch day 52
Source: Texting data from MESH tracking study 26th October – 27th Feb
The downpour ad becomes more engaging and
persuasive with the introduction of tag-ons
Downpour ad solo
Downpour ad + tag ons
Stand alone tag ons
25%
30%
35%
40%
45%
50%
55%
60%
65%
30% 35% 40% 45% 50% 55% 60% 65% 70% 75%
Pu
rch
ase
Inte
nt
T2B
(%
)
Positivity T2B (%)
TV Experience Map by Period
Note: Bases below 20 not included * Base 20-29
n = Base: 239 Downpour ad solo, 172 Downpour ad + tag ons, 109 Stand alone tag ons
Tag-ons also work well to engage
and persuade in isolation
Source: Texting data from MESH tracking study 26th October – 27th Feb
Post launch day 136
We even saw „almost FREE‟ drive more persuasive
experiences than „99 cents‟ despite concerns
Hydro Week 6
Hydro Week 7
30%
35%
40%
45%
50%
55%
60%
65%
30% 40% 50% 60% 70% 80%
Pu
rch
ase
In
ten
t T2
B (
%)
Positivity T2B (%)
TV Experience Map - Hydro (W5-6 and Wk 7-8)
* Low Base under 30
n = Base: Hydro (Wk5-6) - 49 TV, Hydro (Wk7-8) - 22 TV
Source: Texting data from MESH tracking study 26th October – 27th Feb
“The ad informed you that you could get the
razor almost for free. You were not being
told though how you could get it. It got me
curious how I would be able to get one.”
Hydro, TV, Neutral, Slightly more likely to choose
“Apparently one is able to test the razor
"almost" for free to get to know it
better. I am going to get more info about this.”
Hydro, TV, Fairly Positive, Slightly more likely to
choose
Post launch day 112
No negative experiences
relating to sell out...
However, we sold out prior to the launch of
some promotional comms...
Post launch day 78 CRISIS
CRISIS
Source: Texting data from MESH tracking study 26th October – 27th Feb
However, if we hadn‟t sold out, we could have
benefitted from a clear call to action
“The ad was pretty interesting and
I would like to test the razor
however there is no possibility to
test and tradition dictates that I
am with Gillette.”
TV, Fairly positive, No Difference
“Same advert. I was still curious how
I would be able to get my hands on
this razor for almost no money.”
TV, Neutral, Much more likely to choose
Source: Texting data from MESH tracking study 26th October – 27th Feb
Post launch day 112
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Sponsorship performed unexpectedly well and
offered clear learnings for optimisation
“Advert before the Simpsons
came on - well placed, it had my
full attention.”
Gillette, TV, Fairly positive, Slightly
more likely to choose
“The Simpsons were sponsored
again. I love the Simpsons and
everyone who sponsors the
show.”
Gillette, TV, Very positive, Much more
likely to choose
Source: Texting data from MESH tracking study 26th October – 27th Feb
“The brand could be seen on telly when TV Total's
high dive event was on. There were inflatable plastic
razors in giant size. This was a good idea, thus it
gave me a pretty positive feeling.”
Wilkinson, Hydro (razor), TV, Sponsorship, Fairly Positive, No
difference
“I saw the TV Total [tv show] high dive. I don't know
why but it influenced me in a positive way as far as the
brand was concerned.” Wilkinson, Hydro (razor), TV, Sponsorship, Fairly Positive,
Slightly more likely to choose
Post launch day 38/112
Strength of product branding... Strength of umbrella
branding...
“On the home page I saw a big
advertisement on the website of
newspaper "Bild" (bild.de). It really
draws attention and one almost
automatically looks at it”
Wilkinson, Hydro (razor), Internet, Ad from
brand, Fairly Positive, No difference
“Side advert banner on website of
newspaper "Bild" (bild.de). Very
dynamic and colourful advert”
Wilkinson, Hydro (razor), Internet, Ad
from brand, Fairly Positive, Slightly
more likely to choose
Post launch day 38
We also saw the opportunity to expand sponsorship
through other media particularly Online
“On the home page of
newspaper "Bild" (bild.de) I saw
an advertisement for the
Wilkinson Hydro Shaver”
Wilkinson, Hydro (razor), Internet,
Ad from brand, Fairly Positive,
Slightly more likely to choose
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In fact, we were able to measure efficiency at an
execution level using qualitative data Touchpoint Brand Execution Cost per % point in reach
Poster A Launch poster € € €
Online A Launch and xmas activity €
Online A Price promo €
Online B All online activity € €
TV A Brand ad € € € €
TV A Brand ad + xmas/GQ + StiWa tag ons € € € €
TV A Consumer test combination € €
TV A Call to action and price promotion € €
TV A One off sponsorship €
TV B Tease € € €
TV B Brand Ad € € € € €
Press A Partnership € €
Press A Press takeover €
Press A Product ad € €
Press B Product ad € € € € € €
Source: Texting data from MESH tracking study 26th October – 27th Feb
Post launch day 112