Kit kat convergence interaction research (slideshare)
 

Kit kat convergence interaction research (slideshare)

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2012 was the year that saw the largest ever NFC/QR Code OOH campaign for Nestle with its “We Will Find You” activity. This presentation from Posterscope looks at insights gained from interaction ...

2012 was the year that saw the largest ever NFC/QR Code OOH campaign for Nestle with its “We Will Find You” activity. This presentation from Posterscope looks at insights gained from interaction data and demonstrates the positive brand effects from such interactions.

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Kit kat convergence interaction research (slideshare) Kit kat convergence interaction research (slideshare) Presentation Transcript

  • Kit Kat“We Will Find You”
  • Campaign Architecture PAID FOR GOOGLE SEARCH ADS KIT KAT FACEBOOK PAGE ON POSTER CALL TO ACTION OWNED MOBILE INTERACTION VIA QR, NFC & SEARCH EARNED MEDIA GENERATED ON NATIONAL CTN 6S COMPETITION FACEBOOK AND TWITTER UPDATES AND LINK TO BOUGHT SOCIAL CUSTOM BUILT MOBILE LANDING PAGECTN 6S DRIVES SALES ON PACK COMPETITION CODE DROVE SALES AND INTERACTIONS WITH BOUGHT/OWNED MEDIA B2B MAILER ALERTED SHOP OWNERS TO ACTIVITY
  • Kit Kat “We Will Find You”1) Interactions by Numbers • NFC / QR • Paid Search – OOH Keyword “KK GPS” • Paid Search – OOH Driving Overall Kit Kat Search2) Mobile Interaction Research • Consumer Technology Perceptions • Effect of Interactions on Brand Equity
  • Interactions by QR v NFCNFC accounts for 25% of total interactions There is still life in QR. Scans in UK up 854, 25% 43% yoy. Continue to provide multiple interactive mechanics Sum of QR Sum of NFC 2535, 75% Strong indication of the growing use and awareness of NFC among consumers.Results from a large scale NFC trial in Reading in March 2012 showed NFC interactions at 10%.
  • Interactions by Hour3pm is the most popular hour for Overall Interaction350 Mobile content can be tailored to serve300 time relevant250 messaging/ experience200150100 Sum of Total Interactions Sum of QR 50 Sum of NFC 0 Most popular hour for QR interaction was between 3-4pm. Smartphone penetration among teenagers in school/college age users is 66% (41% in 2011.OfCom)
  • Interactions by DayThursday has the highest levels of Interaction 800 Sum of Total Interactions Sum of QR Sum of NFC 700 600 500 400 300 200 100 0 Monday Tuesday Wednesday Thursday Friday Saturday Sunday Thursday is the most popular day. This suggests a gradual change in consumer mindset towards the end of the week meaning they are more relaxed, playful and curious
  • Interactions by Date20th of September had most interactions450400 Sum of Total Interactions Sum of QR Sum of NFC350300250200150100 50 0The 20th of September is the day the campaign hit its optimum posting meaning morevisibility and opportunity for interaction. High visibility and repeat viewings drive investigation.
  • OOH Keyword Search - “KK GPS” • The Outdoor Keyword Search Term (“KK GPS)” was not chosen as the main method to interact with a poster by pedestrian consumers • “KK GPS” generated 224 impressions leading to 151 224 impressions clicks. This compares to 2,535 QR Code 854 NFC Interactions 151 clicks • However the level of click through was exceptionally high CTR 67% for “KK GPS” at 67%
  • OOH Droves SearchKit Kat Paid for Search increased +34% in OOH Regions Average Average weekly clicks weekly clicks % Increase (June 25th (Sept 17th – 17th Sept) – 8th Oct) OOH Region Scotland England 951 4952 521% +576% Scotland 66 380 576% OOH Region England Control +521% Wales 34 133 391% Region Wales OOH Increase in Scotland 47% higher than Wales +391% EFFECT Increase in England 33% higher than Wales
  • Clark Chapman Mobile Interaction Research• 300 Face to Face On Street Interviews in Proximity to posters• Interviews in London, Birmingham, Glasgow and Manchester• All chocolate confectionery purchasers & smartphone owners• Followinggroups used for analysis: • 200 Interaction (“Natural” & “Asked to Interact”) (A) 64 NFC/QR Code (B) 136 Search • 100 Non Interactors (Control)
  • General Barriers to QR/NFC Poster Interaction• Main barriers to NFC/QR Code Poster Interaction was lack of awareness of the technology • 67% Non Interactorsnot aware NFC • 29% Non Interactorsnot aware QR Codes with 22% not understanding how to download QR Code Reader These are barriers that will be overcome with time• Only 9% concerned about Security/Viruses on their mobiles Provided a free code so that I could have entered the promotion for a chance to win £10 48% Free promotional codes or an Nothing, I wouldnt consider interacting with the poster 38% electronic coupon would have Given me an electronic coupon for a discounted Kit encouraged Kit Kat interaction Kat 30% Rewarded me for checking in to Facebook places or Foursquare 6% Linked to Kit Kat gaming content 4% Allowed me to easily “Like” Kit Kat on Facebook 4% Given me local information/directionson the nearest place to buy a Kit Kat 2% Provided an entertaining video to watch on my mobile 2%Base: Non Interactors – sample 100
  • “Natural Interactors” used Search due to familiarity and conveniencewhilst QR Codes/NFC are used for experimenting, fun and speed Interacted naturally via Search Interacted naturally via NFC/QR Code 68% I have used this method many times before 29% 63% I think this is the easiest/quickest way to interact/respond 59% 11% I do not have/dont know if I have a QR code reader 0% 16% I do not have/dont know if I have an NFC enabled phone 0% 0% I have not used this method before but wanted to try it 29% 0% I think this is the most fun way to interact/respond 59%Base: Natural Interactors – sample 36Q7b Can I ask you why you used that particular method as opposed to the others?
  • Rating Technology- Overall QR Codes / NFC were rated as the best Technology Experience Overall with 98% rating is as Good compared to 69% for Search Very Good Quite Good OK Poor It did not work Interacted Search Search 25% 44% 31% Interacted NFC/QR Code NFC/QR 55% 44% 2% Code 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%Q9a Based on mobile/interaction experiences you had on this occasion, how would you rate thistechnology (QR code, NFC or searching online) as a way of interacting ?
  • Rating Technology- Speed QR Codes / NFC were rated as the best Technology for Speed with 93% as Good Very Good Quite Good OK Poor It did not work Interacted Search Search 40% 36% 22% 2% Interacted NFC/QR Code NFC/QR 73% 20% 6% Code 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%Q9b How would you rate this technology (QR code, NFC or searching online) as a way of interacting for ... Speed
  • Rating Technology- Ease of Use QR Codes / NFC were rated as the best Technology for Ease of Use with 94% as Good Very Good Quite Good OK Poor It did not work Interacted Search Search 35% 38% 25% 2% Interacted NFC/QR Code NFC/QR 75% 19% 6% Code 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%Q9b How would you rate this technology (QR code, NFC or searching online) as a way of interacting for ... Ease of Use
  • Rating Technology- Convenience QR Codes / NFC were rated as the best Technology for Convenience with 87% as Good Very Good Quite Good OK Poor It did not work Interacted Search Search 30% 34% 33% 1%2% Interacted NFC/QR Code NFC/QR 64% 23% 13% Code 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%Q9b How would you rate this technology (QR code, NFC or searching online) as a way of interacting for ... Convenience
  • Action Taken/Likely to take as a result of Interaction High response levels as a result of the Interaction, particularly amongst those interacting via NFC/QR Codes Interacted NFC/QR Code Interacted Search 90% 84% 80% 78% 77% 70% 68% 59% 57% 60% 56% 50% 50% 40% 36% 32% 32% 30% 22% 20% 10% 0% Tell other people about this experience Kit Kat (or Revisit Chunky, Aero or Yorkie) and on how Buy aKit Kat onleft withmedia (Facebook/Twitter) but would no Would recommend a experience to other website to keep updated enter the code Kat (orsocial a GPS tracker or Yorkie) Buy the Kit Kat the people Follow/Like Kit are Kit Kat Chunky, Aero many barsQ10 Which of the following are you likely to do/ have you done as a result of this experience?
  • Interaction, especially by NFC/QR Codes, has a Positive Effect on Kit Kat’s Brand Equity Average across 8 brand perceptions Any Interaction = 81% Interacted NFC/QR Code = 92% Interacted Search = 76% Non Interactors=72% Any Interaction Interacted NFC/QR Code Interacted Search 40%+/- %pt increase over Non Interactors 30% 30% 28% 28% 20% 21% 21% 19% 20% 17% 15% 11% 11% 10% 10% 9% 8% 8% 10% 6% 6% 6% 4% 4% 3% 4% 1% 0% -1% -3% -10% -8% -20% Average 8 Is a brand I Helps make Is a brand Is perfect for Is nice and Is a brand Is good Is enjoyable Equity love my breaks for me my break light that has quality to eat Statements more really good enjoyable taste Q14 We are now going to ask you a few questions about Kit Kat. Please give your impression, whether or not you’ve bought a Kit Kat recently yourself. To what extent do you agree or disagree that Kit Kat is …
  • Interaction Increases Purchase Consideration Those who interacted with the advert had higher levels of purchase consideration, especially those interacting via NFC/QR Codes Strongly Encourage Encourage No Difference Less LikelyNon Interacted 7% 22% 71% Interacted Search Search 10% 27% 63%Interacted NFC/QR CodeNFC/QR Code 16% 41% 44% Any 12% 32% 57% Interaction 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%Q16 How do you think this advertising would affect your likelihood to consider buying a Kit Kat ?
  • Summary Learnings• 3,389 total interactions - 75% QR Codes & 25% NFC - Interactions most likely to take place in the morning commute and afternoon/early evening - Wednesdays and Thursdays had particularly high levels of Interaction -“KK GPS” Search term generated less impressions but click through rate was exceptionally high at 67% -OOH had a broader effect on search with test regions experiencing higher increases than the control (Wales)• QR Code/NFC Interactions rated very highly overall and for speed, convenience and ease use• QR Code/NFC Interactions have positive effects on brand equity & purchase consideration• Poster Interaction would be encouraged with free promotional codes/electronic coupons