1. Market Research Report
“Christmas Campaign”
PNP and Woolworths
Date : 19/02/2016
Author: Digify CPT – Group 2
By:
Haby-Phael Mouko
Kim Mhlekwa
Mariana Dias

2. Introduction

3. Meet the brands’ digital footprint

4. • Pick and Pay:
• Woolworths:
Website
1,281,107 likes
165K followers
4,389 subscribers7.5K followers
48,617 followers
8,357 followers
10.5K followers
866,091 likes
8,901 subscribers
9.7K followers
35.8K followers
4,287 followers

5. Brands campaigns

6. • Pick and Pay
• Campaign’s name: The perfect Christmas
• Period: November-December 2015
• Goal: products awareness for Christmas.
• Description: providing Christmas related-recipes tips and
cooking instructions to improve awareness of their products
through YouTube video Ads, pictures on Facebook and
Twitter.

7. • Woolworths
• Campaign’s name: Make your Christmas famous.
• Period: November-December 2015.
• Goal: Products awareness
• Description: reuniting an Australian family to celebrate
Christmas at home in order to advertise Christmas products
through YouTube, twitter and Facebook videos.

8. We tracked down the
Christmas campaign of each
Using these following keywords: Christmas, food, product,
recipes, cakes, biscuits, desert, merry, voucher, gift, wine,
turkey, cards, perfect, famous, perfect Christmas, feast,
festive, festivities, delicious.
christmasfoodproductrecipescakesbiscuitsdesertmerryvouchergiftwineturkeycardsperfectfamousperfect christmasfeastfestivefestivitiesdelicious

9. What did we find out?

10. Dashboard

11. Stats and Sentiment Scores

12. Engagement to the campaigns

13. Word cloud of the campaigns

14. What do these data mean?

15. Comparative analysis between the
brands’ campaigns
• Woolworths’s campaign had more mentions and unique authors than PnP;
• However, people engaged more with PnP’s Christmas campaign than
Woolworths’;
• Woolworths’ campaign content had more reshares and retweets than PnP’s;
• PnP’s campaign content had more replies.
Opportunity To See (OTS) for all posts for each campaign
• PnP: OTS = 52.8 millions
• Woolworths: OTS = 136.9 millions
Average Engagement Per Enterprise Post (AEP)
• PnP: AEP =14.2 K
• Woolworths: AEP = 5.5 k

16. Insights

17. Can help to determine if the campaign was
either a:
Or

18. Also, can help to determine if the consumer
was
OR
And also the level of
consumer engagement
With the
campaign’s
content
To the
campaign

19. The main objective for this
research is to assist the marketer
analyst to respond to
For future campaigns
• Who: the future target audience;
• What: the relevant content;
• Where: geographic target;
• When: the right time;
• Why: objectives, motivations,

20. Specific valuable insights
PnP:
• Campaign: baby’s nappies
• Insights: target moms on Facebook, twitter with baby’s nappies
pictures and tips for winter and engage with YouTube videos.
Woolworths:
• Campaign: spring’s fresh products
• Insights: Facebook and twitter for spring fresh products. Engage
people with the campaign in August.

21. Recommendations
Brand Ambassador
PnP
• Barry Bateman: has 322 000 followers on twitter, 660 friends and 1000
followers on Facebook, senior reporter and food lover. Neutral
sentiment and no engagement towards the brand.
• Aneesa Vally: Blogger with 527 followers on twitter, 513 friends on
Facebook, 5 engagements towards the brand and 71 positive
sentiments.
Woolworths
• The prettyblog: food lover with 164 000 followers on twitter; 77 723
likes on Facebook. 37 positive sentiments and 86 engagements towards
the brand.