2. Intro The campaign The study Summary & conclusion
History of DM
1970 1980 1990 2000
3. Intro The campaign The study Summary & conclusion
What’s next?
Online Mobile
Magazines Outdoor T.V.
Newspaper Cinema Radio
4. Intro The campaign The study Summary & conclusion
Pebble Media database
5. Intro The campaign The study Summary & conclusion
Simon says ...
Meten is weten
6. Intro The campaign
The campaign The study Summary & conclusion
Campaign briefing
- Promote the webshop online
- Reach a maximum of people within the target group
- Target group men 20-35
7. Intro The campaign
The campaign The study Summary & conclusion
8. Intro The campaign
The campaign The study Summary & conclusion
How about the CTR
Lift in CTR: +60%
Pebble Benchmark Jack & Jones
175
150
125
100
75
50
25
0
Index
9. Intro The campaign The study Summary & conclusion
Impact study
• Targetgroup: men 20-35
• 350 completed interviews
• Target group VS random sample
10. Intro The campaign The study Summary & conclusion
Attitude towards the ad
Rep sample (n=150) Target group (n=217)
90% Average lift: +28%
+18%
80%
+24%
70%
60%
50%
+47%
40%
30%
-29% -25%
20%
10%
0%
Gets attention Enjoyable to watch Positive feeling Annoying Dull and boring
11. Intro The campaign The study Summary & conclusion
Likeability of ad
Lift in positive answers:ad?
How did you like the +35%
Poor Fair Very good Excellent
Excellent 14%
22% Excellent
48% 65%
Very
34%
good
Very
43%
good
Fair 38%
23% Fair
Poor 14% 12% Poor
Rep sample (n=150) Target group (n=217)
12. Intro The campaign The study Summary & conclusion
Attractivity of Jack & Jones
Lift in positive scores: 1 - 10
Give a score between +11%
8-10 8-10
74% 82%
5-7
5-7
1-4
1-4
13. Intro The campaign The study Summary & conclusion
Purchase intention
Are you going to buy Jack&Jones?
Are in “will probably buy”: +24%
Lift you going to buy Jack&Jones
Won't buy it Probably won't buy it Maybe, maybe not Probably will buy it Will buy it
Will buy 4% 4% Will buy
21% 26%
Probably will 17% 22% Probably will
Maybe,
maybe not 35%
Maybe,
39%
maybe not
Probably won’t 25%
24% Probably won’t
Won’t buy 19%
12% Won’t buy
Rep Sample (n=151) Target group (n=217)
14. Intro The campaign The study Summary & conclusion
Summary
Impact of targeting for Jack & Jones
– CTR: +60%
– Attitude: +28%
– Likeability: + 35%
– Attractivity: +11%
– Purchase intention: +24%
15. Intro The campaign The study Summary & conclusion
Conclusion (1)
- Reach as much people as possible within your target group
- Limit your waste
- Different approach for specific target groups
- Regional offering
Think about online for your next DM-action
16. Intro The campaign The study Summary & conclusion
Conclusion (2)
… don’t forget
RELEVANCY = KEY TO SUCCESS
17. Intro The campaign The study Summary & conclusion
What can I do for you?
Frederik Van Wynsberghe
Product Manager DM
FVW@pebblemedia.be
Twitter.com/FVanWynsberghe
0478/405 612
