Unity Ribena Chapter one Results

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This is the first part of the results or our children's real play campaign for Ribena. We are working with families across the UK to give them real ideas for real play and real activities - great for the cognitive development - for the family.

This is a ongoing Unity campaign from ideation to activation - more details on our website and on this slideshare site.

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Unity Ribena Chapter one Results

  1. 1. Ribena Plus PlayChapter 1 evaluationMay 2012 unity
  2. 2. What did we do?
  3. 3. Background • March saw biggest product launch for Ribena in 20 years, Ribena Plus • The creative platform is „arming children to explore the world’ • The target audience was identified as mums • We needed to make exploration relevant to today’s mums
  4. 4. We identified playas our core theme- and, specifically,exploration throughplay
  5. 5. Ribena Plus Play Report • Working with trends experts The Trajectory Partnership, we created the Ribena Plus Play Report, looking into the ‘state of play’ for families in the UK - Mixture of expert interviews, desk research and omnibus survey amongst 2,000 parents • Chapter 1 looked at the role of exploratory play and parental anxieties around play • To launch the first chapter to media we built the Exploration Play Lab in central London and invited media, bloggers and their children to attend - A symbolic act to show that Ribena Plus is serious about exploratory play - Timed to coincide with Easter holidays
  6. 6. Attendees • In addition to media and bloggers, we also invited: - Ribena Mums - Twitter competition winners - Local playgroups • This ensured that the PlayLab was full for when media arrived • Over 120 attendees – over 100 kids! • 13 media confirmed attendance but five actually came - Richard Holt, Daily Telegraph – and his daughter - Amanda Pauley, Practical Parenting and Pregnancy - Hannah Fox, Mother and Baby - Mediocre Mum - Annie QPR
  7. 7. 8 year old son of blogger“I love Ribena (who also wrote „I love World!” Ribener Werld‟ (sic) on the chalkboard) “She had so much fun – she especially liked the ball pit! Really lovely idea.” (and daughter!)
  8. 8. Media outreach
  9. 9. Key statistics –As of 14th May 2012• Total pieces of coverage: 59• Circulation: 81,360,444• Opportunities to see/hear: 93,301,148 For every £1 spent we secured £4.16 worth of coverage and created 1,399 opportunities to see or hear campaign messaging** Excludes blogger and social media coverage
  10. 10. To break it down… • 5 pieces of national coverage (3 print, 2 online) • 12 pieces of regional coverage (6 print, 5 online) • 22 pieces of consumer coverage (1 print, 21 online) • 13 pieces of broadcast coverage (1 national, 12 regional) • 9 pieces of blog coverage
  11. 11. Date: 13/04/12Circ: 2,582,301OTS: 7,746,93 Date: 15/04/12 Date: 15/04/12 Circ: 2,582,301 Circ: 315,575 OTS: 7,746,93 OTS: 946,725
  12. 12. Date: 13/04/12UU p/m: 9,276,948
  13. 13. Date: 13/04/12UU (p/m): 46,151,000
  14. 14. Regional Edinburgh Evening News Date: 19/04/12 Circ: 37,250 OTS: 111,750Glasgow Sunday MailDate: 15/04/12Circ: 332,372OTS: 997,116 Date: 21/04/12 Circ: 42,393 OTS: 127,179
  15. 15. Broadcast Date: 13/04/12Date: 13/04/12 Listeners: 84,000Listeners: 129,000 Date: 13/04/12 Listeners: 7,000,000 (e.g. Absolute Radio, Capital network) Date: 13/04/12 Listeners: 154,000Date: 13/04/12 Date: 13/04/12Listeners: 368,000 Listeners: 262,000 Date: 13/04/12 Listeners: 89,000 Date: 13/04/12 Date: 13/04/12 Listeners: 485,000 Listeners: 71,000
  16. 16. Date: 13/04/12UU (p/m): 2,531,473
  17. 17. Date: 19/04/12UU (p/m): 560,000
  18. 18. Date: 13/04/12UU (p/m): 9,000
  19. 19. Social media
  20. 20. Key statsMentions of #RibenaPlayLab equatedto:Exposure: 300,000+ impressionsNew followers: 67Reach: 40,000 accounts
  21. 21. Blogs • We engaged with key parenting bloggers about play in the run-up to activity • Invited London-based parenting bloggers to attend the PlayLab • Sent Chapter and press release to key influencer blogs to secure coverage • Followed up with attendees with product to secure reviews
  22. 22. Mummy Climbing Up the WallDate: 17/04/12Followers: 71,000
  23. 23. LilinhaangelDate: 18/04/12Followers: 947
  24. 24. Pathfinder UK BlogDate: 16/04/12Followers: n/a
  25. 25. Sport Wales blogDate: 01/05/12Followers: 5,000
  26. 26. Date: 13/04/12UU (p/m): 33,000
  27. 27. Thank you! unity

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