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The Proof
1
The business case for newspaper
advertising as part of the media mix
2
Phil Toms
Marketing Controller, Shredded Wheat
“This is the second year we’ve worked with the
Newsworks on the Advertisi...
3
Newspapers drove 6.9% sales uplift during and 8.4% post
campaign
At 3+ OTS, sales increased by 11% during and 7.4% post
...
4
Bitesize Shredded Wheat
Test Hypothesis: Newspapers are perfect partners to TV
TV and national newspapers are the perfec...
5
Newspaper creative TV creative
Bitesize Shredded Wheat
The creative work
6
Bitesize Shredded Wheat
Test detail
Media Plan
Research sample: Women 25-60, regular buyers of cereal
Media Source: NMR/...
Bitesize Shredded Wheat
7
The findings
8
Bitesize Shredded Wheat
National newspapers drive extra 8.4% sales uplift
Source: dunnhumby
Newspaper Advertising effect...
9
Bitesize Shredded Wheat
Higher OTS drives 11% sales increase
Source: dunnhumby
Newspaper Advertising effect on Sales at ...
10
Bitesize Shredded Wheat
Brand commitment increases more with TV plus newspapers
Brand Familiarity
Likelihood to choose*...
11
Bitesize Shredded Wheat
Brand involvement up with TV + newspapers
Brand Involvement
Someone I like*
Pre to Post % point...
12
Bitesize Shredded Wheat
TV + newspapers shift brand image
Brand image
Pre to Post % points change in endorsing Bitesize...
13
Bitesize Shredded Wheat
Pre-testing aids higher recognition
Recognition – Newspaper ads
% recognising
Bitesize
Shredded...
14
Bitesize Shredded Wheat
Visual standout is vital
Newspaper ads - % agreeing
Very eye-catching I’d stop and look at rath...
15
Bitesize Shredded Wheat
TV plus newspapers drives web traffic
TV + Newspaper Advertising effect on web traffic
Unique v...
16
Bitesize Shredded Wheat
Newspaper ads make TV ad more engaging
Pleasant
GentleIrritating
Soothing
Unpleasant
Disturbing...
17
Bitesize Shredded Wheat
Adding newspapers increases TV enjoyment
TV Ad Enjoyment
Enjoyed watching
%
TV solus
74
56
62
T...
18
Bitesize Shredded Wheat
Newspapers enhance and complement TV messages
TV Advertising
Strongly suggests
% answering
Cont...
19
Bitesize Shredded Wheat
Newspapers communicate powerfully
Newspaper Advertising
Strongly suggests
% answering
Helps you...
20
Bitesize Shredded Wheat
Newspapers increase rational and emotional response to TV
Response to TV ads
% agreeing
Contain...
21
Bitesize Shredded Wheat
Newspapers create emotional connection
Advertising measures – Brand Values
Helps me to connect ...
22
Bitesize Shredded Wheat
Newspapers induce re-appraisal
Advertising measures – Re-appraisal
Surprising and gets me to th...
23
Bitesize Shredded Wheat
Call to action up 52% when newspapers added
Advertising measures – Call to Action
Gives me a re...
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Newsworks Bitesize Shredded Wheat effectiveness study

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How did Cereal Partners UK use newspapers to deliver a whole new perspective on a much-loved brand?

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Newsworks Bitesize Shredded Wheat effectiveness study

  1. 1. The Proof 1 The business case for newspaper advertising as part of the media mix
  2. 2. 2 Phil Toms Marketing Controller, Shredded Wheat “This is the second year we’ve worked with the Newsworks on the Advertising Effectiveness case studies and we are very pleased with how this campaign has evolved and the results achieved. Strategically it made a lot of sense to include our Bitesize Shredded Wheat brand given it was a new message for this brand and we wanted to understand how press could complement our TV campaign to maximum effect. Building upon our learning from last year we were able to develop and implement a press campaign which delivered strong strategic and executional synergy with the TV. The opportunity to pre-test the work allowed us to optimise the creative to ensure maximum effectiveness. The results? They speak for themselves. We sold more boxes, the brand is in growth and the new positioning has been well established in consumer’s minds. Newspapers have played a very clear and definitive role in helping achieve our objectives.” Bitesize Shredded Wheat The client’s view
  3. 3. 3 Newspapers drove 6.9% sales uplift during and 8.4% post campaign At 3+ OTS, sales increased by 11% during and 7.4% post campaign TV + Newspapers increase brand commitment by 5% points TV + Newspapers increased brand involvement by 4% points Adding National Newspapers made the TV ad work harder across all diagnostic measures, including engagement, branding and communication Bitesize Shredded Wheat Headline results
  4. 4. 4 Bitesize Shredded Wheat Test Hypothesis: Newspapers are perfect partners to TV TV and national newspapers are the perfect partnership They are processed in different but complementary ways: TV is more passive, newspapers involve active processing Both media are heavily consumed in the evening Media profiles are complementary Together, the brand impact should be stronger than either medium separately
  5. 5. 5 Newspaper creative TV creative Bitesize Shredded Wheat The creative work
  6. 6. 6 Bitesize Shredded Wheat Test detail Media Plan Research sample: Women 25-60, regular buyers of cereal Media Source: NMR/BARB/NRS Campaign objectives To encourage women to choose the unadulterated goodness of Bitesize Shredded Wheat, that helps them keep an eye on their weight. 68 TVRs 68 TVRs 225 TVRs 61 TVRs 81 TVRs 81 TVRs 237 GRP5s Apr May Jun Jul £m Media Target Audience: Housewives with children TV – 30 sec 1.3 Newspapers 0.9 Research Dates Millward Brown Pre-wave Post wave
  7. 7. Bitesize Shredded Wheat 7 The findings
  8. 8. 8 Bitesize Shredded Wheat National newspapers drive extra 8.4% sales uplift Source: dunnhumby Newspaper Advertising effect on Sales % increase During 6.9 8.4 Post
  9. 9. 9 Bitesize Shredded Wheat Higher OTS drives 11% sales increase Source: dunnhumby Newspaper Advertising effect on Sales at 3+ OTS % increase During 11.0 7.3 Post
  10. 10. 10 Bitesize Shredded Wheat Brand commitment increases more with TV plus newspapers Brand Familiarity Likelihood to choose* Pre to Post % points increase – Top 2 Box % Pre-wave 15 17 Post-wave Pre-wave Post-wave 22 27 TV solus TV + NP +2 +5
  11. 11. 11 Bitesize Shredded Wheat Brand involvement up with TV + newspapers Brand Involvement Someone I like* Pre to Post % points increase – Top 2 box Pre-wave 29 24 Post-wave Pre-wave Post-wave 35 39 TV solus TV + NP -5 +4
  12. 12. 12 Bitesize Shredded Wheat TV + newspapers shift brand image Brand image Pre to Post % points change in endorsing Bitesize Shredded Wheat Helps you keep an eye on your weight Really nutritious Stops temptation to snack Fills you up more than other cereals 3 6 6 5 4 -1 -3 1 +3 +7 +8 +3 MB norm
  13. 13. 13 Bitesize Shredded Wheat Pre-testing aids higher recognition Recognition – Newspaper ads % recognising Bitesize Shredded Wheat 20 34 Millward Brown Print Norm (326 ads)
  14. 14. 14 Bitesize Shredded Wheat Visual standout is vital Newspaper ads - % agreeing Very eye-catching I’d stop and look at rather than turn the page 5860 42 76 MB UK NormBitesize Shredded Wheat
  15. 15. 15 Bitesize Shredded Wheat TV plus newspapers drives web traffic TV + Newspaper Advertising effect on web traffic Unique visitors to Capital One % increase TV solus 89 56 68 TV + NP MB UK Norm +21
  16. 16. 16 Bitesize Shredded Wheat Newspaper ads make TV ad more engaging Pleasant GentleIrritating Soothing Unpleasant Disturbing Millward Brown – TV Involvement Diagnostics Millward Brown Norm (Base: 698 TV ads) -+ Difference between NP and TV +16 +13 +12 -10 Recognise TV ad Distinctive Interesting Weak Dull Boring Involving Recognise TV + NP ad
  17. 17. 17 Bitesize Shredded Wheat Adding newspapers increases TV enjoyment TV Ad Enjoyment Enjoyed watching % TV solus 74 56 62 TV + NP MB UK Norm +12
  18. 18. 18 Bitesize Shredded Wheat Newspapers enhance and complement TV messages TV Advertising Strongly suggests % answering Contains only wholegrain wheat and no other ingredients Small and easy to eat biscuits Helps you keep an eye on your weight More natural than other cereals 61 54 +1 +6 +10 +15 Added effect of NP Tastes great +7 83 68 85 75 84 78 88 87 TV + NPTV solus
  19. 19. 19 Bitesize Shredded Wheat Newspapers communicate powerfully Newspaper Advertising Strongly suggests % answering Helps you keep an eye on your weight Contains only wholegrain wheat and no other ingredients More natural than other cereals Small and easy to eat biscuits Tastes great 71 68 65 58 47
  20. 20. 20 Bitesize Shredded Wheat Newspapers increase rational and emotional response to TV Response to TV ads % agreeing Contains only wholegrain wheat and no other ingredients Small and easy to eat biscuits Helps you keep an eye on your weight More natural than other cereals 67 50 +9 +17 +13 +12 Added effect of NP Tastes great +17 76 64 84 71 75 58 73 64 TV + NPTV solus
  21. 21. 21 Bitesize Shredded Wheat Newspapers create emotional connection Advertising measures – Brand Values Helps me to connect and identify more strongly* Top 2 Box % TV solus 68 85 Any NP TV + NP 63
  22. 22. 22 Bitesize Shredded Wheat Newspapers induce re-appraisal Advertising measures – Re-appraisal Surprising and gets me to think differently* Top 2 Box % TV solus 68 85 Any NP TV + NP 63
  23. 23. 23 Bitesize Shredded Wheat Call to action up 52% when newspapers added Advertising measures – Call to Action Gives me a reason to go out and buy* Top 2 Box % TV solus 67 85 Any NP TV + NP 56

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