nehemiah case study

ALTRUISM, AUTOMATION AND EFFECTIVE ADVERTISING

How Nehemiah Manufacturing Builds Brands, Creates Jobs and Changes

Lives

“Online advertising is the great equalizer.”

Small – Medium Sized~100m in retail sales

ObjectiveTo leverage and strong advertising campaign to grow awareness and drive trial

PlanningBusiness that had be driven to date by grass roots marketing (social media, bloggers) and aggressive sampling

CreativeNeeds to break through, to ensure ROI on 3x last year’s marketing budget with buy-in at board and investor level

BUSINESS CLIMATE

• Founded in 2007 by two moms tired of chasing runny noses

• Globally patented Natural Saline formula (helps dissolve snot and mucus)

• Boogie Wipes had strong brand awareness (71%) among Target Audience

• Key opportunity was to drive trial among those aware that had not purchased

Advertising objective: Educate parents on how Boogie Wipes are different

than regular wipes to drive trial

1. Will a longer form, story oriented spot resonate on the Trueview platform?

2. Given the brand awareness, should a more brand building focused spot lead the launch?

3. Can we make advertising that tells a story (for engagement) and deliver key brand benefits?

BRANDED VS. STORY & CAMPAIGN

PlacementThe Boogie Wipes Ad is organically placed as the pre-roll spot

In-Context MeasurementAfter recording interaction/behavioral data the respondent is asked to watch another video but specifically pay attention to the advertisement

EvaluationFollowing the exposure the respondent is exposed to the Link Now questionnaire powered by Millward Brown

Insight through automationOnce respondents are complete with the survey their behavioral and survey data are automatically modeled, stat tested against the Link digital database and visualized on the Zappistore platform

AUTOMATION MEETS BEST IN CLASS METHODOLOGY

Consumer Opts Into ProjectFollowing Screening is re-directed to the Youtube or Facebook platform and instructed to watch a video of their choice

• 2- cell monadic Linknow test

• N=150 mothers of children aged <5 per cell sourced from the Lightspeed GMI panel

• National US sample; quota controls on mother age/regional distribution

*

1 4

2

3

5

12 HOURS LATER...

AND THE WINNER IS...

BREAKTHROUGH

PERSUASIONStoryNanny Nose Best - Boogie Wipes, The Solution to Snotty 1

PERSUASION

3.23NORM 2.68

USERS

3.50VIDEO NORM 3.18

TRIALISTS

3.04VIDEO NORM 2.47

NON-TRIALISTS

3.09VIDEO NORM 2.46

Brand-Nanny Nose Best - Boogie Wipes, The Solution to Snotty 2

PERSUASION

3.31NORM 2.68

USERS

3.56VIDEO NORM 3.18

TRIALISTS

2.80VIDEO NORM 2.47

NON-TRIALISTS

3.30VIDEO NORM 2.46

Above Norm In line with Norm Below Norm

YouTube preroll-skippable


Story-Nanny Nose Best - Boogie Wipes, The Solution to Snotty 1

ENJOYMENT

3.82VIDEO NORM 3.59

INVOLVEMENT

5.89VIDEO NORM 5.69

BRANDING

4.52VIDEO NORM 3.91

STOPPING POWER

61VIDEO NORM 56

Brand-Nanny Nose Best - Boogie Wipes, The Solution to Snotty 2

ENJOYMENT

3.84VIDEO NORM 3.59

INVOLVEMENT

5.56VIDEO NORM 5.69

BRANDING

4.59VIDEO NORM 3.91

STOPPING POWER

60VIDEO NORM 56

Above Norm In line with Norm Below Norm



ENGAGEMENT

What did people think?

It was fine but it was way too long. I would expect a commercial about half that length to say the same amount of info. I will watch some ads but I will not finish an ad that long as I see it as in my way.

The ad was unique, funny, and informative about Boogie Wipes and I feel confident that the company cares about my child.

I really love the ad! The woman's voice and mellow tone piqued my curiosity and the visuals in the ad were great. Honestly, as a sufferer of allergies myself, I'd buy them in a heartbeat!

Story: Brand

LET’S SEE WHAT THE NANNY HAS TO SAY..

Search “Nanny Nose Best”youtube.com/watch?v=-aA8UF_U79M

Week 1

Week 3

Week 5

Week 7

Week 9

Week 11

Week 13

Week 15

Week 17

Week 19

Week 21

Week 23

Week 25

Week 27

0

2000000

4000000

6000000

8000000

10000000

12000000

14000000

16000000

0.8

0.9

1

1.1

1.2

1.3

1.4

1.5

1.6

SALES AT A TOP NATIONAL RETAILER • Averaging approximately +10% Sales vs. YA 2016 YTD at key retailers

• Strong Correlation Between Views and Sales Index YA (.754)

• Increases in Awareness and Trial by Target Audience

* Increases despite lowest incidence of Cold Flu in Young Children in 5 years

Video Views:

Sales

IYA:

Heavy Up Marketing Campaign

RECORD ADVERTISING CAMPAIGN DRIVING RETAIL SALES

WHAT’S NEXT?

• You can afford to test• You have time to test• Let data drive your

decisions/media plans• Insist that your advertising

delivers BOTH branding and engagement (do not sacrifice branding for engagement)

RECOMMENDATIONS FOR BRAND BUILDERS AT ANY COMPANY SIZE