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Seven Seas: Case Study


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See how the supplement brand used newspapers to attract new users and strengthen the relationship with its existing customers.

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Seven Seas: Case Study

  1. 1. The Proof 1 The business case for newspaper advertising as part of the media mix
  2. 2. 2 Once again the effectiveness study has provided us with a rich amount of information that will help us plan our future media activity. Conducting a second study has shown us the long-term benefits of newspaper advertising. Tony Parkin Strategic Planning and Development Manager, Seven Seas This is the second time we have worked with the NMA, and once again we have seen strong results. The research clearly demonstrates the benefits of brand advertising in national newspapers. Sarah Day Marketing Manager, Cod Liver Oil Seven Seas The client’s view
  3. 3. 3 Why newspapers for Seven Seas? This is the second year Seven Seas have tested their newspaper campaign. The findings from the previous test proved that newspaper advertising builds brand equity and delivers sales uplifts. Seven Seas Headline results Newspaper readers increase purchasing of Seven Seas The increase in spend on Seven Seas products by newspaper readers was almost double that of non-readers. The increase in penetration was a third greater among those exposed to the newspaper campaign. Newspapers drive web traffic The number of visits to Seven Seas’ website rose by 30% during the campaign. Page views to JointAge Calculator doubled on days when there was newspaper advertising. Newspapers built brand equity over the two campaigns Competitive advantage increased by 16 percentage points compared to pre 2009 campaign. Awareness, familiarity and consideration all improved over the two campaigns. +16 Percentage points +30% JointAge Calculator page views x2 x2 Sales uplift readers vs non readers
  4. 4. 4 Seven Seas The creative work
  5. 5. 5 Seven Seas The creative work Strong creative impact leads to high recognition Recognition – Newspaper ads % recognising Seven Seas 29 Millward Brown print norm (326 Ads) 20
  6. 6. 6 Seven Seas The creative work The newspaper ads are extremely impactful and well-branded Newspaper ads % agreeing Definitely remember ad was for Seven Seas Very eye-catching I’d stop and look rather than turn the page 73 47 62 95 84 52 Seven Seas Millward Brown Norm
  7. 7. Seven Seas 7 Business context
  8. 8. 8 Seven Seas 2010 campaign launched amid negative glucosamine PR 4 weekly glucosamine sales £000s
  9. 9. 9 Which of the following statements best describes your thoughts about the report % answering 28 32 32 Seven Seas BMJ findings also impacted perceptions The report put me off buying glucosamine products I use glucosamine for prevention rather than cure, so the report was not relevant I disagree with the research and believe that glucosamine is effective
  10. 10. Seven Seas 10 The Findings
  11. 11. 11 Seven Seas Newspapers readers increase in spend is double that of non-readers Seven Seas value sales 12 w/e 05th Dec 10 vs. pre-period (12 w/e 12th Sep 10) £000s Newspaper readers Non-readers +34% +18% Pre-period During/post
  12. 12. 12 Seven Seas Seven Seas grew market share by 35% more among newspaper readers vs non-readers Seven Seas value sales 12 w/e 5th Dec 10 vs. pre-period (12 w/e 12th Sep 10) % Pre-period During/post Newspaper readers Non-readers +31% +23%
  13. 13. 13 Seven Seas Penetration increases by 28% among newspaper readers Seven Seas penetration 12 w/e 5th Dec 10 vs. pre-period (12 w/e 12th Sep 10) % Pre-period Newspaper readers Non-readers +28% +21% During/post
  14. 14. 14 Seven Seas Newspapers readers increase average weekly purchase Seven Seas average weekly purchase 12 w/e 5th Dec 10 vs. pre-period (12 w/e 12th Sep 10) £s Pre-period Newspaper readers Non-readers +7% -1% During/post
  15. 15. 15 Seven Seas Newspapers drive web traffic Seven Seas web traffic Visits Pre-campaign +30% 4973 6471 During campaign
  16. 16. 16 Seven Seas Newspaper insertions double page views JointAge Calculator web traffic Page views During campaign – days with no ads +121% 1100 2428 During campaign – days with ads
  17. 17. 17 Seven Seas Spontaneous awareness increased significantly Spontaneous awareness Pre to post % points increase Top 2 Box % Total +23 Users who recognise NP Non-users who recognise NP +25 +20 Pre-wave Post-wave
  18. 18. 18 Seven Seas Newspapers enhance consideration Brand commitment – Likelihood to choose Pre to post % points increase Top 2 Box % Total +8 Recognise NP Non-recognisers +22 +1 2009 Pre-wave 2010 Pre-wave 2010 Post-wave
  19. 19. 19 Seven Seas Newspaper campaign boosts brand equity and creates competitive advantage Brand Dynamics equity analysis post-wave % points change on pre-wave Bonding Advantage Performance Relevance Presence Recognise NP 38 11 44 49 58 vs. pre-wave 2009 +16% +16% +16% +16% +16%
  20. 20. 20 Seven Seas Highly engaging newspaper creative Newspaper involvement diagnostics Distinctive Interesting Soothing Pleasant Gentle Weak Dull Boring Irritating Unpleasant Disturbing Involving Norm: 61 NP ads Recognise NP (Each axis 0-80%)
  21. 21. 21 Seven Seas Campaign produces very positive emotional and rational response Response to newspaper ads % agreeing Millward Brown Norm 50 36 45 71 51 79 Contained new information 36 Contained different information Points made were relevant Points made were believable Made brand more appealing Made me more likely to buy Seven Seas 71 89 91 84 80
  22. 22. 22 Seven Seas Re-appraisal is strengthened by multiple executions Advertising measures – Re-appraisal Surprising and gets me to think differently Top 2 Box % 1 Newspaper ad 69 73 78 2 Newspaper ads 3 Newspaper adsRecognise:
  23. 23. 23 Seven Seas Strong call to action boosted by multiple executions Advertising measures – Call to action Gives me a reason to go out and buy Top 2 Box % 1 Newspaper ad 69 84 83 2 Newspaper ads 3 Newspaper adsRecognise:
  24. 24. 24 Seven Seas Emotional connection with Seven Seas JointCare is strengthened by multiple executions Advertising measures – Brand values Helps me connect and identify more strongly Top 2 Box % 1 Newspaper ad 73 84 87 2 Newspaper ads 3 Newspaper adsRecognise:
  25. 25. Seven Seas 25 The media rationale
  26. 26. 26 Seven Seas Newspapers closely match brand profile Analysis by social grade % Profile of Vitamin & Mineral users 18 Heavy NP readers Heavy TV viewers Source TGI 2011 Q1 51 31 23 52 25 35 50 15 AB C1C2 DE
  27. 27. 27 Seven Seas National newspaper readers are big spenders Expenditure on vitamin & mineral supplements £ per household 2010 Source Kantar World Panel 52wk average 26 Dec 10, HH (000s) 7,064 for heaviest TV , 7,729 Freq NP quals 1370, Mids 1907, Pops 3522, Online NP 1,233. Note Online NP data also built in to newspaper groups Total Market Heaviest 1/3 TV Frequent Newspaper readers Frequent Quality NPs Frequent Mid-market NPs Frequent Popular NPs Frequent Online NPs £1.84 £1.36 £2.24 £2.44 £2.83 £1.62 £2.58
  28. 28. Seven Seas 28 Test detail
  29. 29. 29 Newspapers are the perfect environment for healthcare ads, as they provide a large, highly engaged and responsive audience who spend heavily on healthcare brands Newspapers create a strong emotional response among readers, which helps build brands and influence buying decisions Relevant editorial heightens audience engagement and interest Newspapers’ immediacy drives sales response Seven Seas Test hypothesis
  30. 30. 30 Seven Seas Test detail Media Plan Sep 10 Oct 10 Nov 10 £m Media Target audience: ABC1C2 Families National Newspapers 0.6 Research Dates Millward Brown Pre-wave Post wave Sample: 711 adults aged 45+ who buy vitamins/supplements nowadays. ABC1C2 social class plus E social class if in receipt of private pension Media Source: NMR/BARB/NRS 410 GRPs Campaign objective Attract new users to joint care supplements category, and build Seven Seas joint health expertise credentials. At the same time strengthen loyalty among users.