How to att r ibute the impact of TV on your bus iness

S m o l C a s e S t u d y

I n 2 0 1 8 , P a u l a Q u a z i a n d N i c k

G r e e n , f o u n d e r s o f S m o l , s a w a g a p

i n t h e m a r k e t f o r a n e w l a u n d r y

d e t e r g e n t p r o d u c t , t h a t h a d f e w e r

c h e m i c a l s , c r e a t e d l e s s w a s t e a n d

w a s m o r e c o n v e n i e n t f o r c u s t o m e r s .

P a r i n g t h e s e o b s e r v a t i o n s w i t h

t h e i r e x p e r t k n o w l e d g e o f t h e

m a r k e t a n d b r a n d s , S m o l w a s b o r n .

S M O L’ S S T O R Y

WHY DID SMOL CHOOSE ITV?

A s n e w t o T V a d v e r t i s e r s , I T V c o u l d o f f e r S m o l

• CHANNEL: M a s s re a c h o f c o re H o u s e p e r s o n s a u d i e n c e

• REGIONALITY: F l e x i b i l i t y a n d t e s t i n g t h ro u g h re g i o n a l a i r t i m e

• SUPPORT & EXPERTISE: E x p e r t t e s t - a n d - l e a r n s u p p o r t o n

c a m p a i g n p l a n n i n g , e x e c u t i o n a n d a t t r i b u t i o n

On a l imited budget, ITV and Smol’s chal lenge was to

f ind out whether TV advert is ing could help increase

Smol’s sales and what the best way to do this would

be. Many of the quest ions that a l l Marketeers ask were

relevant: would a short term direct response campaign

work better than a longer term brand campaign (with

advert is ing to match) – or would a mix of the two

approaches ( ‘brand-response’) work even better?

T H E O P P O R T U N I T Y

I N C R E A S I N G B R A N D A W A R E N E S S

D R I V I N G I M M E D I AT E A C T I O N ( W E B V I S I T S )

• N o r t h - W e s t ( I T V G r a n a d a )

• 5 w e e k s

• D a y t i m e T V o n l y

• L o w e r r e a c h

• H i g h e r f r e q u e n c y

• 3 5 5 T V R s / 1 4 % o f t o t a l v a l u e

THREE REGIONAL TESTS TO REPL ICATE TYP ICAL CAMPAIGNS

• M i d l a n d s ( I T V C e n t r a l )

• 5 w e e k s

• A l l t i m e ( p e a k / e v e n i n g )

• H i g h e r r e a c h

• L o w e r f r e q u e n c y

• 4 2 4 T V R s / 5 6 % o f t o t a l v a l u e

B E S T O F

B O T H W O R L D S

• N o r t h - E a s t ( I T V Yo r k s + T. Te e s )

• 5 w e e k s

• A l l t i m e ( p e a k / e v e n i n g )

• H i g h e r r e a c h

• L o w e r f r e q u e n c y

• 4 0 5 T V R s / 3 0 % o f t o t a l v a l u e

I N C R E A S I N G B R A N D A W A R E N E S S

T h e M i d l a n d s ( I T V C E N T R A L )

1 1 1 % I N C R E A S E1 0 7 % I N C R E A S E1 0 7 % I N C R E A S E 1 4 1 % I N C R E A S E

SMOL CAMPAIGN RESULTS - WEBS ITE TRAFF IC

OVERALL 120% INCREASE IN TRAFFIC DIRECTLY ATTRIBUTABLE TO ITV CAMPAIGN

D R I V I N G I M M E D I AT E A C T I O N

T h e N o r t h - W e s t ( I T V G R A N A D A )

B E S T O F B O T H W O R L D S T h e N o r t h - E a s t

( I T V Y O R K S + T Y N E T E E S )

3 . 6 P P Ts

I M P R O V E M E N T

1 . 6 P P Ts

I M P R O V E M E N T

2 . 6 P P Ts

I M P R O V E M E N T

I N C R E A S I N G B R A N D A W A R E N E S S

T h e M i d l a n d s ( I T V C E N T R A L )

D R I V I N G I M M E D I AT E A C T I O N

T h e N o r t h - W e s t ( I T V G R A N A D A )

B E S T O F B O T H W O R L D S T h e N o r t h - E a s t

( I T V Y O R K S + T Y N E T E E S )

SMOL CAMPAIGN RESULTS - CONVERS ION %

DRTV TWICE AS EFFICIENT AT ACQUISITION AS BRAND

2 3 7 % I N C R E A S E1 3 3 % I N C R E A S E 2 3 6 % I N C R E A S E

I N C R E A S I N G B R A N D A W A R E N E S S

T h e M i d l a n d s ( I T V C E N T R A L )

D R I V I N G I M M E D I AT E A C T I O N

T h e N o r t h - W e s t ( I T V G R A N A D A )

B E S T O F B O T H W O R L D S T h e N o r t h - E a s t

( I T V Y O R K S + T Y N E T E E S )

SMOL CAMPAIGN RESULTS - CUSTOMER SUBSCR IPT IONS

~5,500 NEW CUSTOMERS DIRECTLY ATTRIBUTABLE TO ITV CAMPAIGN

SMOL CAMPAIGN RESULTS - HALO EFFECTS

S O C I A L M E D I A D O O R D R O P S

T R A F F I C B O O S T E D 3 0 - 6 0 %

A C Q U I S T I O N B O O S T E D 3 0 - 8 0 %

A D D I T I O N A L 4 , 0 0 0 + N E W C U S T O M E R S T O D AT E

SMOL CASE STUDY - KEY TAKEAWAYS

1

3 4

2P R E PA R E T O E X P E R I M E N T B e p re p a re d t o l e a r n a n d

o p t i m i s e : n o t a l l b r a n d s g e t p ro f i t a b l e p a y b a c k f i r s t t i m e

E V E RY B R A N D I S D I F F E R E N T

E v e r y b r a n d i s d i f f e re n t : l o o k f o r t h e u n i q u e w a y s t h a t T V c o u l d i m p a c t y o u r b r a n d a n d

y o u r m a r k e t

M U LT I P L E M E T R I C S U s e m u l t i p l e m e t r i c s a n d t e c h n i q u e s t o m o n i t o r

e f f e c t i v e n e s s h o l i s t i c a l l y

S H O RT A N D L O N G T E R M

T V w o r k s i n s h o r t A N D l o n g t e r m : l o o k f o r i m m e d i a t e e f f e c t s & l e a d i n g i n d i c a t o r s

o f l o n g e r t e r m i m p a c t

i t v a d v e n t u r e s @ i t v . c o m