how knowing your brand's signature informs your...

HOW KNOWING YOUR BRAND'S SIGNATURE

INFORMS YOUR BEST TARGETS

CASE STUDY: REYNOLDS WRAP

Leslie Wood, PhD.

Chief Research Officer

Nielsen Catalina Solutions

Michael Hugo

Director Of Marketing—Analytics

& Growth Strategies

Reynolds Consumer Products

Copyright © 2018 Nielsen Catalina Solutions | Confidential & Proprietary

When It Comes To Advertising,

Who Do You Target to Drive Growth?we all want science to answer the question

NON-BUYERS

To drive penetration

CURRENT BUYERS

To maximize

sales productivity

Answer: Neither—It Depends on:

Brand characteristics Strategic choices Who the creative resonates with

♞♜♟


2018 Study: How to Build Brands?

Goal: Practical Advice for Driving GROWTH

3½ years of data

48 4-week segments

AdIntel Advertising spend and share of voice

RMS Store level sales, promotion, deal, price

FSD Household level analysis of repeat rates,

purchase cycle, loyalty

Sales Effect Campaign level exposure and ad

response measures by households

50 Brands

10 Advertisers

Each supplied 5 types of brands

• Growing

• Stable

• Declining

• Successful Introduction

• Failed Introduction


NCS Targeting Playbook

Key Inputs Lead to Projected Sales by Target

INPUTS

BRAND SIGNATURES

Who is buying the brand, and how

has this changed over time?

1

HEAT MAPS

a) Who is your creative resonating with?

b) Who is the advertising reaching?

2 PROJECTED

SALES

Which targets will drive the

most incremental sales?

3

RESULTS


Reynolds Wrap

Non/Light/Medium

Category Buyers

Heavy

Category BuyersAcquisition Retention

Non-Brand Loyals & Switchers Category Buyers

?

Which drives the most

INCREMENTAL $ALES?


Reynolds Wrap on Meredith Digital

Campaign Summary

GOALS

• Drive increased usage

among current users,

especially during the

holidays

• Understand how the

long- purchase

cycle dynamics affect

advertising decisions

STRATEGIES

• Content: Use recipes

that require foil as a

“key ingredient”

• Target using audience

segments from Meredith

and NCS, incorporating

attitudinal attributes

and cooking behavior

AD FORMAT

Digital display in

multiple types of units

FLIGHT DATES

June 2017–January 2018

SUCCESS

METRICS

• +3% sales lift

• $5.61 ROAS

♞♜♟


Reynolds Campaign Creative

Targeting Used Custom Segments from Meredith & NCS


NCS Brand Buyer Matrix (13-cells)

STABLE BRAND

PRIOR

NON-CATEGORY

BUYERS

PRIOR

NON-BRAND

BUYERS

BRAND BUYERSAVERAGE

NON-LOYALS SWITCHERS LOYALS

LIGHT CATEGORY BUYERS

21.0%

10.9% 0.1% 1.9% 7.7%

100%MEDIUM CATEGORY BUYERS 5.2% 1.5% 7.9% 10.7%

HEAVY CATEGORY BUYERS 1.9% 3.7% 12.7 14.9%

Brand SignatureShows Brand and Category Segments over 3.5 Years

Prior Non-Category Buyers

Light Category Prior Non-Brand Buyers

Light Category Loyals

Medium Category Switchers

Medium Category Loyals

Heavy Category Non-Loyals

Heavy Category Switchers

Heavy Category Loyals


Step 1

Reynolds Wrap Fits the Standard Brand Signature

REYNOLDS

WRAP W/ 1-YR

PRE PERIOD

REYNOLDS

WRAP W/ 2-YR

PRE PERIOD

1-Year 2-YearPrior Non-Category Buyers

Light Category Prior Non-Brand Buyers

Light Category Loyals

Medium Category Switchers

Medium Category Loyals

Heavy Category Non-Loyals

Heavy Category Switchers

Heavy Category Loyals


• The creative was most effective among switchers and non-loyals

• Prior non-category buyers, although they make up a large portion of population,

were not responsive to the creative message.

Step 2A: Heat Map

Who did the creative resonate with?

Light Category Buyers 0.16$ N/A 0.44$ 0.02$

Medium Category Buyers 0.02$ 0.23$ 0.22$ 0.00$

Heavy Category Buyers -$ 0.19$ 0.61$ 0.15$

-$ 0.08$

Incremental Sales per Category Purchase

Prior Non-

Category

Buyers

Prior Non-

Brand

Buyers

Brand Buyers

TotalNon-Loyal Switchers Loyal


• There was strong delivery among category buyers and switchers

• However, prior non-category buyers, which represent 20% of the population, did

have 2/3rds of the reach of the other cells (even though there was no response

there

Step 2B: Heat Map

Which segments did the campaign reach?

Light Category Buyers 1.9% 2.5% 2.3%

Medium Category Buyers 2.5% 2.1% 2.4% 2.5%

Heavy Category Buyers 2.6% 2.0% 2.8% 2.8%

Switchers Loyal

2.2%1.5%

Coverage [Reach] of Purchase Occasions

Prior Non-

Category

Buyers

Prior Non-

Brand

Buyers

Brand Buyers

TotalNon-Loyal


Reynolds Wrap

Which Buyer Target Drives the Most Sales?

Non/Light/Medium

Category Buyers

Heavy

Category BuyersAcquisition Retention

Non-Brand Loyals & Switchers Category Buyers

Prior

Non-Category

Buyers

Prior

Non-Brand Buyers

Brand Buyers

Non-Loyal Switchers Loyal

Light Category Buyers

Medium Category Buyers

Heavy Category Buyers


Note: Brand Signature Used 1-year Pre-period

Step 3

Project Incremental Sales by Targeting Option

$-

$200,000

$400,000

$600,000

$800,000

$1,000,000

$1,200,000

$1,400,000TOTAL INCREMENTAL $

Non/Light/

Medium

Category Buyers

Heavy

Category

Buyers

Acquisition Retention Non-BrandLoyals &

Switchers

Category

BuyersActual


1-Year

1-Year

1-Year

1-Year

1-Year

1-Year

1-Year

1-Year

2-Year

2-Year

2-Year

2-Year

2-Year

2-Year2-Year

2-Year

$-

$200,000

$400,000

$600,000

$800,000

$1,000,000

$1,200,000

$1,400,000TOTAL INCREMENTAL $

• The choices and trade-offs are slightly different but would not change the decision

Step 3

Compare 1-Year vs. 2-Year Signatures

Non/Light/

Medium

Category Buyers

Heavy

Category

Buyers

Acquisition Retention Non-BrandLoyals &

Switchers

Category

BuyersActual


Reynolds Wrap –

CREATIVE

• Optimize messages leveraging

behavioral data; align w/ targets

• Continue to monitor creative to

see if it is resonating w/ targets

TARGETING

• Ensure strong delivery to category buyers, especially heavy

• Reach switchers (a small but worthy group)

• Select media properties synergistic w/ the creative messaging

Future Campaign Implications

OVERALL

• Maintain the brand base with increased usage + get higher share

among switchers

• Delivering a message at the right time in the purchase cycle is

challenging

Thank YouContact Information

Learn more: https://ncsolutions.com

Twitter: @NCSolutions

Email: [email protected]

http://ncsolutions.com/

https://twitter.com/ncsolutions

mailto:[email protected]

Appendix


Thank you to our Sponsoring Media Companies

Longman-Moran Analytics, Inc.

And Participants

The Brand Growth Consortium


Definitions for NCS Brand-Buyer Matrix

NCS BRAND BUYER MATRIX—BASED ON PRIOR YEAR PURCHASING

Prior Non-Category

Buyers

Prior Non-Brand

Buyers

Brand Buyers

Non-Loyals Switchers Loyals

Light Category Buyers

Non-Category

Buyer

Bottom 1/3 in

Category Spending;

Non-Brand Buying

Bottom 1/3 in

Category Spending;

<30% SOR

Bottom 1/3 in

Category Spending;

30-70% SOR

Bottom 1/3 in

Category Spending;

≥70% SOR

Medium Category BuyersMiddle 1/3 in

Category Spending;

Non-Brand Buying

Middle 1/3 in

Category Spending;

<30% SOR

Middle 1/3 in

Category Spending;

30-70% SOR

Middle 1/3 in

Category Spending;

≥70% SOR

Heavy Category BuyersTop 1/3 in

Category Spending;

Non-Brand Buying

Top 1/3 in

Category Spending;

<30% SOR

Top 1/3 in

Category Spending;

30-70% SOR

Top 1/3 in

Category Spending;

≥70% SOR

SOR = Share of Requirements: Brand Sales as a percent of category sales within a household


Non/Light/Medium

Category Buyers

Heavy

CategoryAcquisition Retention Non-Brand Buyers Loyals & Switchers Category Buyers

Penetration Loyalty Heavy Buyers

Standard

Impulse

Dominant

TV Digital TV Digital TV Digital

CREATIVE

BRAND

SIGNATURE

Select

BRAND

SIGNATURE row

(three examples

are shown)

Use the column that represents

your CREATIVE

Select

TARGET

based on

Incremental

Sales

1

2

3

NCS Targeting PlaybookLearn your best targeting options for your brand and creative


85% Of Brands Matched These Types

Brand Signatures

IMPULSE STANDARD DOMINANT

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

14 15 16 17 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

Growing Brand BF - % Total Brand $ Sales

0%

10%

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100%

14 15 16 17 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

Growing Brand BB - % Total Brand $ Sales

0%

10%

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50%

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80%

90%

100%

14 15 16 17 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

Declining Brand BO - % Total Brand $ Sales

0%

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100%

14 15 16 17 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

Declining Brand BY - % Total Brand $ Sales

0%

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100%

14 15 16 17 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

Declining Brand BJ - % Total Brand $ Sales

0%

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100%

14 15 16 17 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

Declining Brand BK - % Total Brand $ Sales

0%

10%

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90%

100%

14 15 16 17 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

Declining Brand BA - % Total Brand $ Sales

0%

10%

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50%

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90%

100%

14 15 16 17 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

Stable Brand AQ - % Total Brand $ Sales

0%

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100%

14 15 16 17 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

Stable Brand AS - % Total Brand $ Sales


Outliers

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

14 15 16 17 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

New Successful Brand AA - % Total Brand $ Sales

0%

10%

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50%

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100%

14 15 16 17 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

Growing Brand BG - % Total Brand $ Sales

Brand Signatures

how knowing your brand's signature informs your...

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