schweppes: case study
Post on 30-Oct-2014
589 Views
Preview:
DESCRIPTION
TRANSCRIPT
1
The ProofThe business case for newspaper advertising as part of the media mix
2
Schweppes ran newspaper ads throughout 2009 supporting both the master brand and individual products. dunnhumby analysis of Tesco Clubcard data showed that the campaign created both a short-term and long-term sales effect.
Why newspapers for Schweppes?
2009 sales data demonstrates that frequent national newspaper readers spend 44% more on Schweppes than heavy TV viewers. Quality newspaper readers account for 21% of all Schweppes Tonic sales.
Newspapers drive an immediate sales increase
The first phase of advertising (which ran March-June 2009) drove an immediate 11.5% increase in Schweppes sales. Over the entire campaign (March – mid-October) newspaper ads boosted sales by 9.5%, and a further 5.8% post-campaign.
Newspapers motivate trial and increase penetration
Trial was boosted by 18% by the cartoon campaign and penetration rose 12%.
SchweppesHeadline results
†Estimates are based on the purchasing behaviour of people buying a newspaper from Tesco with the Schweppes advertising, compared to a control group (matched purchasing behaviour) who did not buy a newspaper in Tesco, although they may have bought one elsewhere. Sample size: 291,157.
Sales uplift
Source: dunnhumby†
11.5%
3
SchweppesTest Hypothesis: Newspapers build brands and sales
Newspapers are the perfect environment for Schweppes ads, as they provide a large, highly engaged and responsive audience who spend heavily on the brand
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
4
SchweppesTest detail
Media Plan
Mar 09
Apr 09
May 09
June 09
July 09
Aug 09
Sep 09
Oct 09
£m
MediaTarget
Audience:Adults 25+
National Newspapers
0.5
0.1
0.3
Research Dates
Millward Brown
Pre-wave
Post wave
Continuous from Dec 08 to
Dec 09
Panel Sample: 1106 adults 25+ regular readers of Guardian,/Observer ,Times/Sunday Times, Telegraph/Sunday Telegraph pre-campaign, 1231 post campaign
Media Source: NMR/NRS
Cartoon campaign 168 GRPs
Campaign objective
To create an ongoing dialogue with consumers and bring to life Schweppes' point of view on why experience matters in today's society...with the ultimate aim of attracting new buyers
Lemonade/Tennis
52 GRPs
Abbey Well 132 GRPs
5
SchweppesThe Creative Work
Newspaper ‘Cartoon’ creative
Schweppes Cartooncampaign
During/post Total campaign
42
20
Recognition – Newspaper ads
% recognising
Source National newspaper reader panel data
6
SchweppesThe Creative Work
Newspaper Lemonade and Abbey Well creative
7
SchweppesThe Findings
8
SchweppesNational newspaper readers spend heavily on Schweppes brands
Expenditure on Schweppes
£ per household 2009
£3.41£3.09
£4.45
£3.45
Total Market
Heaviest 3rd TV viewers
Frequent Newspaper
readers
Frequent Magazinereaders
Kantar Worldpanel 52 weeks to Dec 2009. Population 000s. All households 25200. Heaviest third TV viewers = 7208. Frequent newspaper readers = 7212. Frequent magazine readers = 6973. Heaviest third of TV is 29% of TV
9
Schweppes
Readers of quality titles spend 95% more per household on Schweppes than heavy TV viewers
£3.41£3.09
£4.45
£6.02
£5.33
£3.04
Expenditure on Schweppes
£ per household 2009
Total Market
Heaviest 3rd TV viewers
Frequent Newspaper
readers
Frequent Quality NPs
Frequent Mid-market NPs
Frequent Popular NPs
Kantar Worldpanel 52 weeks to Dec 2009. Population 000s. All households 25200. Heaviest third TV viewers = 7208. Frequent newspaper readers = 7212. Frequent magazine readers = 6973. Regular qualities =1623. Regular mids = 2136. Regular pops = 2692. Heaviest third of TV is 29% of TV
10
Schweppes
Frequent quality readers account for 21% of Schweppes Tonic salesExpenditure on Schweppes Tonic
£ per household 2009
£1.19
£0.77
£1.82
£3.89
£2.33
£0.69£0.55
£1.13
£2.27
£1.43
£0.50 £0.22£0.69
£1.62
£0.90
Total Heaviest 3rd TV viewers
Frequent Newspaper
readers
Frequent Quality NPs
Frequent Mid-market NPs
Kantar Worldpanel 52 weeks to Dec 2009. Population 000s. All households 25200. Heaviest third TV viewers = 7208. Frequent newspaper readers = 7212. Frequent magazine readers = 6973. Regular qualities =1623. Regular mids = 2136. Regular pops = 2692. Heaviest third of TV is 29% of TV
Schweppes Tonic
Schweppes Slimline Tonic
Total Schweppes Tonic
11
SchweppesNewspapers more flexible for matching to brand profile
Profile of Schweppes users
%
Source TGI 2010 Q1
Schweppes users Heavy Qual/Mids NP readers Heavy TV viewers
16 14
37
4846
49
36 40
14
AB
C1C2
DE
12
Cartoon campaign drives 11.5% sales increase
Schweppes
Newspaper advertising effect on Schweppes sales
% increase
Source dunnhumby
11.5
9.5
5.8
DuringCartoon campaign
Mar- June 09
DuringTotal campaign
Mar-Oct 09
PostCampaignOct-Dec 09
13
SchweppesHighest sales impact at 4 OTS
Source dunnhumby
Newspaper advertising effect on
Schweppes sales at different OTS
% increase
1 OTS duringCartoon
campaign
4 OTS duringCartoon
campaign
1 OTS during Total
campaign
4 OTS during Total
campaign
10.1
17.3
8.1
11.8
14
SchweppesNewspapers stimulate trial
Newspaper advertising effect on
Schweppes trial
% increase
During Cartooncampaign
During/post Total campaign
18
10
Source dunnhumby
15
SchweppesNewspapers boost Schweppes penetration
Newspaper advertising effect on
Schweppes penetration
% increase
12
9
5
During Cartooncampaign
During Totalcampaign
Post Totalcampaign
Source dunnhumby
16
SchweppesGood impact and branding for Cartoon campaign
Source National newspaper reader panel data
Newspaper ads
% agreeing
46
61
47
73
81
52
Schweppes Cartoon campaign
Millward Brown Norm
Definitely remember ad was
for Schweppes
Very eye-catching
I’d stop and look rather than turn
the page
17
SchweppesHighly engaging and original advertising
Newspaper involvement diagnostics
Distinctive
Interesting
Soothing
Pleasant
Gentle
Weak
Dull
Boring
Irritating
Unpleasant
Disturbing
Involving
Millward Brown NP Norm
Recognise ‘Cartoon’ ads
(Each axis 0-80%)
Source National newspaper reader panel data
18
SchweppesNewspaper campaign communicates powerfully
Newspaper advertising strongly suggests% answering
Source National newspaper reader panel data
51
55
57
60
Millward BrownUK LINK norm: Key Message = 40%
Schweppes has a sense of humour
Schweppes is an experienced brand
Schweppes is a quality brand
Schweppes is a premium brand
19
SchweppesNewspapers prompt strong re-appraisal
Advertising measuresTop 2 Box %
Source National newspaper reader panel data
3.6 3.8
27
37
44
58
Call to actionGives me a reason to go out and buy
Depth of informationGives me enough information to decide
Emotional brand valuesHelps me connect and identify more strongly
Re-appraisalSurprising and gets me to think differently
top related