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1
The power
of integrated video
for food FMCG
Case study by MediaVest
2
TA: P 18-50
Geo: Ukraine
Goal: sales promotion
Period: 2 months
Client’s brief
3
0
10
20
30
40
50
60
70
80
90
100
18 19 20 21 22 23 24 25 26 27 28 29 30 31 32 33 34 35 36 37 38 39 40 41 42 43 44 45 46 ...
4
Use TV as main reach builder
Add iVideo during 1st month of campaign to
enhance communication with age group 18-35
Solut...
5
Results
6
Media efficiency
Contact with P 18-35 online was
17% cheaper than on TV
162 – affinity index of online
campaign by audie...
7
Brand Awareness: TV plays first fiddle
TV is main awareness builder
TV rank could be partially
increased due to cumulati...
8
Purchase Intent: driven mostly by iVideo
21%
17%
20%
Brand bought most
often
29%
8%
28%
Intention to by brand
23%
7%
25%...
9
Trust and loyalty: achieved by multichannel contact
50%
56%
73%
I liked ad from brand
14%
34%
44%
I trust the message fr...
10
Awareness Purchase Loyalty
Just to recap
11
Taste it
Share it
Alex Garmash
Digital Strategic Director @ MediaVest
OGarmash@smvgroup.com.ua
+38 050 555 95 31
Like i...
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Integrated Video for FMCG - Case Study

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Learnings from TV+iVideo campaign for food FMCG brand. Case study based on post-campaign Adhoc survey.

Published in: Marketing

Integrated Video for FMCG - Case Study

  1. 1. 1 The power of integrated video for food FMCG Case study by MediaVest
  2. 2. 2 TA: P 18-50 Geo: Ukraine Goal: sales promotion Period: 2 months Client’s brief
  3. 3. 3 0 10 20 30 40 50 60 70 80 90 100 18 19 20 21 22 23 24 25 26 27 28 29 30 31 32 33 34 35 36 37 38 39 40 41 42 43 44 45 46 47 48 49 50 Reach% Age Inet TV Hypothesis: TV only is not enough for reaching P30- 30 37% 30% 19% 43% % people using Internet in parallel while watching TV Source: TNS Galileo, P 18-50, media consumption once a week or more often; multiscreen data - consumerbarometer.com
  4. 4. 4 Use TV as main reach builder Add iVideo during 1st month of campaign to enhance communication with age group 18-35 Solution
  5. 5. 5 Results
  6. 6. 6 Media efficiency Contact with P 18-35 online was 17% cheaper than on TV 162 – affinity index of online campaign by audience P18-35 5,9 10,6 8,8 TV Online CPT on TA, uah P 20-50 P 18-35 -17% Source: Markdata, gDE
  7. 7. 7 Brand Awareness: TV plays first fiddle TV is main awareness builder TV rank could be partially increased due to cumulative effect: client was on air during whole year, and only debuted online 57% 84% 78% Saw only iVideo Saw only ТВ Saw TV + iVideo Source: AdHoc survey, N=300
  8. 8. 8 Purchase Intent: driven mostly by iVideo 21% 17% 20% Brand bought most often 29% 8% 28% Intention to by brand 23% 7% 25% Chance of purchase: definitely will buy this brand iVideo is better then TV at stimulating customer acquisition Source: AdHoc survey, N=300
  9. 9. 9 Trust and loyalty: achieved by multichannel contact 50% 56% 73% I liked ad from brand 14% 34% 44% I trust the message from brand iVideo+TV is best way to strengthen brand loyalty and trust Source: AdHoc survey, N=300
  10. 10. 10 Awareness Purchase Loyalty Just to recap
  11. 11. 11 Taste it Share it Alex Garmash Digital Strategic Director @ MediaVest OGarmash@smvgroup.com.ua +38 050 555 95 31 Like it Try it

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