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At the end of our two-year study, how did newspapers deliver high sales and strong brand tracking results for Kraft Philadelphia?
Citation preview
1
The ProofThe business case for newspaper advertising as part of the media mix
2
Sam MitchellMarketing Manager, Philadelphia, UK & Ireland
“Philadelphia results across two years show that newspapers are effective at building brand values and delivering a significant return on advertising investment. The combination of strong creative and efficient deployment of media space showed us that newspapers can deliver a strong and immediate consumer response, both in their own right and alongside TV.”
Kraft Philadelphia Year 2The client’s view
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TV + newspapers drove 26% sales uplift in 2006, then 18.5% and 16% uplifts for the two 2007 bursts. £ value per burst was similar – despite moving to ½ pages and reducing newspaper spend by 2/3rds
2007 short-term sales uplift for people exposed to any newspaper ads was 2½ times the cost of newspaper ad space
Up to 92% of incremental sales were influenced by newspaper exposure
Newspapers were much stronger than TV at delivering full price sales
Unique visitors to recipes section soared by 5292% in Aug/Sep 2007
TV plus newspapers continued to drive brand equity and other key metrics more strongly than TV solus.
Kraft Philadelphia Year 2Headline results
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Kraft Philadelphia Year 2Newspapers are perfect long-term partners to TV for building brands
TV and national newspapers – both print and online formats – are the perfect partnership
They are processed in different but complementary ways: TV is more passive, newspapers involve active processing
TV and newspapers are heavily consumed in the evening; online newspapers have high daytime access. Media profiles are complementary
A second year of brand advertising in newspapers should continue to deliver a strong brand impact, even with reduced newspaper spend and smaller spaces
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Kraft Philadelphia Year 2The creative work
Newspaper creative
TV creative
Online newspaper creative
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Kraft Philadelphia Year 2Test detail
Media Plan
Feb Mar Apr May Jun Jul Aug Sep £m
MediaTarget
Audience:Women aged
25-64
TV – 30 sec 1.2
TV Sponsorship
Newspapers 0.73
Online NP 0.1
Research Dates
Millward Brown
Pre-wave 1
Post wave 2
Pre-wave 1
Post wave 2
Research sample: Women 25 – 64, not allergic to dairy productsMedia Source: NMR/BARB/NRS
305TVRs
Campaign objectives
To convince lapsed and occasional users that Philadelphia brings a simple touch of inspiration to many everyday meals
427TVRs
518TVRs
219TVRs
239TVRs
7
Kraft Philadelphia Year 2The findings
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Kraft Philadelphia Year 2TV + newspapers drives sales uplift
28 day sales effect
Apr – May 2006 Mar – Apr 2007 Aug – Sep 2007
£ Incremental sales +26.1% +18.5% +16.0%
£ Index versus 2006 100 97 112
Newspaper Activity 63 x full page 30 x half page 24 x half page
TV Activity c. 281 TVRs c. 305 TVRs c. 427 TVRs
TV Laydown strategy Week on – Week off Continuous burst Continuous burst
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Kraft Philadelphia Year 2Newspaper advertising influences up to 92% of sales uplift
Source: TNS Worldpanel
Incremental Philadelphia sales due to advertising, by media exposure28 day sales effect
TV + NPTV solus NP solus
75%
48%
92%
Apr/May 2006
14%
61%
25%
35%
13%
52%
43%
49%
8%
Mar/Apr 2007 Aug/Sep 2007
10
Kraft Philadelphia Year 2Newspapers alone drive 43% of extra sales
Sales increase due to NP solus exposure
28 day sales effect
Share of total incremental sales due to advertisingSales increase, NP solus
43%
+23.4%
35%
+19.7%
14%
+15.4%
Apr/May 2006
Mar/Apr 2007
Aug/Sep 2007
Source: TNS Worldpanel
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Kraft Philadelphia Year 2Newspapers deliver full price sales
Mar/Apr 2006 Apr/May 2007 Aug/Sep 2007 Mar/Apr 2007 Apr/May 2007 Aug/Sep 2007
68
4
66
38
26
32
96
34
62
74
100
Normal price On promotion
Source: TNS Worldpanel
Newspaper solus TV solus
Incremental Sales% normal price vs on promotion
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Kraft Philadelphia Year 2Newspapers drive web traffic
Uplift in UV web traffic Aug – Sep 2007
Uplift
UVs to Recipies homepage during NP campaign
Average UVs to Recipies homepage July 1st - Aug 19th (TV/TV Sponsorship only)
Source: Sophus 3
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Kraft Philadelphia Year 2TV + Newspapers boost bonding
Brand Dynamics
Equity Analysis Post-wave Sep 2007
% points change on pre-wave 2006
-4
TV solus TV + Newspapers
-3
-4
-2
0
+6
+1
+1
+1
+1
81
36
83
85
96
88
53
90
92
98
Bonding
Advantage
Performance
Relevance
Presence
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Kraft Philadelphia Year 2Newspapers drive purchase consideration
Brand Commitment
Likelihood to choose
Pre to post % points increase – Top 2 box %
Se-ries
1
2006
TV solus
TV + NP
Series1
2007Pre-Apr to Post-Sep
Any NP
+4
+4
-8
+5
+3
0
15
Kraft Philadelphia Year 2Adding newspapers shifts brand image
Brand Image
Can be used as an ingredient in cooking
Pre-post % points change in endorsing Kraft Philadelphia
Series1
TV solus TV + NP Any NP
Pre-Apr to post-Sep 2007Pre-post 2006
+16
+9+10
+11
+9
-1
16
Kraft Philadelphia Year 2Newspapers enhance TV ad engagement
+17
Distinctive
Interesting
Soothing
Pleasant
Gentle
Weak
Dull
Boring
Irritating
Unpleasant
Disturbing
Involving
+12
Norm: 698 TV ads
-+Added effect of NP
Recognise any TV
Recognise TV + NP
Millward Brown – TV Involvement Diagnostics
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Kraft Philadelphia Year 2Newspaper ads highly engaging
Millward Brown – TV Involvement Diagnostics+19Distinctive
Interesting
Soothing
Pleasant
Gentle
Weak
Dull
Boring
Irritating
Unpleasant
Disturbing
Involving
Norm: 698 TV ads
-+Added effect of NP
Recognise any TV
Recognise any NP
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Kraft Philadelphia Year 2Newspapers improve response to TV
Response to TV ads, Sep 07
% agreeing
Se-ries1 59
79
59
70
68 48
TV solus TV + NP
Added impact of Newspapers MB UK norm - %
Se-ries
181
90
75
82
84
Series1 + 22
+ 11
+ 16
+ 12
+ 16
41
40
53
36
Contained new information
Points made were relevant
Contained different information
Made me more likely to use Philadelphia
Made brand more appealing
19
Kraft Philadelphia Year 2Newspapers boost emotional connection
TV solus TV + 1 NP ad TV + 2 or 3 NP ads TV + 4+ NP ads
17
29
34
49
Advertising measures, Sep 07 – Brand values
Helps me to connect and identify more strongly*
Top Box – agree strongly %
20
Kraft Philadelphia Year 2Newspapers provoke strong re-appraisal
TV solus TV + 1 NP ad TV + 2 or 3 NP ads TV + 4+ NP ads
18
3941
51
Advertising measures, Sep 07 – Re-appraisal
Surprising and gets me to think differently*
Top Box – agree strongly %
21
Kraft Philadelphia Year 2Call to action up 150% when multiple newspaper executions added
TV solus TV + 1 NP ad TV + 2 or 3 NP ads TV + 4+ NP ads
21
32
44
55Advertising measures, Sep 07 – Call to action
Gives me a reason to go out and buy*
Top Box – agree strongly %