newsworks philadelphia2 effectiveness
DESCRIPTION
At the end of our two-year study, how did newspapers deliver high sales and strong brand tracking results for Kraft Philadelphia?TRANSCRIPT
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The ProofThe business case for newspaper advertising as part of the media mix
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Sam MitchellMarketing Manager, Philadelphia, UK & Ireland
“Philadelphia results across two years show that newspapers are effective at building brand values and delivering a significant return on advertising investment. The combination of strong creative and efficient deployment of media space showed us that newspapers can deliver a strong and immediate consumer response, both in their own right and alongside TV.”
Kraft Philadelphia Year 2The client’s view
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TV + newspapers drove 26% sales uplift in 2006, then 18.5% and 16% uplifts for the two 2007 bursts. £ value per burst was similar – despite moving to ½ pages and reducing newspaper spend by 2/3rds
2007 short-term sales uplift for people exposed to any newspaper ads was 2½ times the cost of newspaper ad space
Up to 92% of incremental sales were influenced by newspaper exposure
Newspapers were much stronger than TV at delivering full price sales
Unique visitors to recipes section soared by 5292% in Aug/Sep 2007
TV plus newspapers continued to drive brand equity and other key metrics more strongly than TV solus.
Kraft Philadelphia Year 2Headline results
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Kraft Philadelphia Year 2Newspapers are perfect long-term partners to TV for building brands
TV and national newspapers – both print and online formats – are the perfect partnership
They are processed in different but complementary ways: TV is more passive, newspapers involve active processing
TV and newspapers are heavily consumed in the evening; online newspapers have high daytime access. Media profiles are complementary
A second year of brand advertising in newspapers should continue to deliver a strong brand impact, even with reduced newspaper spend and smaller spaces
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Kraft Philadelphia Year 2The creative work
Newspaper creative
TV creative
Online newspaper creative
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Kraft Philadelphia Year 2Test detail
Media Plan
Feb Mar Apr May Jun Jul Aug Sep £m
MediaTarget
Audience:Women aged
25-64
TV – 30 sec 1.2
TV Sponsorship
Newspapers 0.73
Online NP 0.1
Research Dates
Millward Brown
Pre-wave 1
Post wave 2
Pre-wave 1
Post wave 2
Research sample: Women 25 – 64, not allergic to dairy productsMedia Source: NMR/BARB/NRS
305TVRs
Campaign objectives
To convince lapsed and occasional users that Philadelphia brings a simple touch of inspiration to many everyday meals
427TVRs
518TVRs
219TVRs
239TVRs
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Kraft Philadelphia Year 2The findings
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Kraft Philadelphia Year 2TV + newspapers drives sales uplift
28 day sales effect
Apr – May 2006 Mar – Apr 2007 Aug – Sep 2007
£ Incremental sales +26.1% +18.5% +16.0%
£ Index versus 2006 100 97 112
Newspaper Activity 63 x full page 30 x half page 24 x half page
TV Activity c. 281 TVRs c. 305 TVRs c. 427 TVRs
TV Laydown strategy Week on – Week off Continuous burst Continuous burst
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Kraft Philadelphia Year 2Newspaper advertising influences up to 92% of sales uplift
Source: TNS Worldpanel
Incremental Philadelphia sales due to advertising, by media exposure28 day sales effect
TV + NPTV solus NP solus
75%
48%
92%
Apr/May 2006
14%
61%
25%
35%
13%
52%
43%
49%
8%
Mar/Apr 2007 Aug/Sep 2007
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Kraft Philadelphia Year 2Newspapers alone drive 43% of extra sales
Sales increase due to NP solus exposure
28 day sales effect
Share of total incremental sales due to advertisingSales increase, NP solus
43%
+23.4%
35%
+19.7%
14%
+15.4%
Apr/May 2006
Mar/Apr 2007
Aug/Sep 2007
Source: TNS Worldpanel
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Kraft Philadelphia Year 2Newspapers deliver full price sales
Mar/Apr 2006 Apr/May 2007 Aug/Sep 2007 Mar/Apr 2007 Apr/May 2007 Aug/Sep 2007
68
4
66
38
26
32
96
34
62
74
100
Normal price On promotion
Source: TNS Worldpanel
Newspaper solus TV solus
Incremental Sales% normal price vs on promotion
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Kraft Philadelphia Year 2Newspapers drive web traffic
Uplift in UV web traffic Aug – Sep 2007
Uplift
UVs to Recipies homepage during NP campaign
Average UVs to Recipies homepage July 1st - Aug 19th (TV/TV Sponsorship only)
Source: Sophus 3
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Kraft Philadelphia Year 2TV + Newspapers boost bonding
Brand Dynamics
Equity Analysis Post-wave Sep 2007
% points change on pre-wave 2006
-4
TV solus TV + Newspapers
-3
-4
-2
0
+6
+1
+1
+1
+1
81
36
83
85
96
88
53
90
92
98
Bonding
Advantage
Performance
Relevance
Presence
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Kraft Philadelphia Year 2Newspapers drive purchase consideration
Brand Commitment
Likelihood to choose
Pre to post % points increase – Top 2 box %
Se-ries
1
2006
TV solus
TV + NP
Series1
2007Pre-Apr to Post-Sep
Any NP
+4
+4
-8
+5
+3
0
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Kraft Philadelphia Year 2Adding newspapers shifts brand image
Brand Image
Can be used as an ingredient in cooking
Pre-post % points change in endorsing Kraft Philadelphia
Series1
TV solus TV + NP Any NP
Pre-Apr to post-Sep 2007Pre-post 2006
+16
+9+10
+11
+9
-1
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Kraft Philadelphia Year 2Newspapers enhance TV ad engagement
+17
Distinctive
Interesting
Soothing
Pleasant
Gentle
Weak
Dull
Boring
Irritating
Unpleasant
Disturbing
Involving
+12
Norm: 698 TV ads
-+Added effect of NP
Recognise any TV
Recognise TV + NP
Millward Brown – TV Involvement Diagnostics
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Kraft Philadelphia Year 2Newspaper ads highly engaging
Millward Brown – TV Involvement Diagnostics+19Distinctive
Interesting
Soothing
Pleasant
Gentle
Weak
Dull
Boring
Irritating
Unpleasant
Disturbing
Involving
Norm: 698 TV ads
-+Added effect of NP
Recognise any TV
Recognise any NP
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Kraft Philadelphia Year 2Newspapers improve response to TV
Response to TV ads, Sep 07
% agreeing
Se-ries1 59
79
59
70
68 48
TV solus TV + NP
Added impact of Newspapers MB UK norm - %
Se-ries
181
90
75
82
84
Series1 + 22
+ 11
+ 16
+ 12
+ 16
41
40
53
36
Contained new information
Points made were relevant
Contained different information
Made me more likely to use Philadelphia
Made brand more appealing
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Kraft Philadelphia Year 2Newspapers boost emotional connection
TV solus TV + 1 NP ad TV + 2 or 3 NP ads TV + 4+ NP ads
17
29
34
49
Advertising measures, Sep 07 – Brand values
Helps me to connect and identify more strongly*
Top Box – agree strongly %
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Kraft Philadelphia Year 2Newspapers provoke strong re-appraisal
TV solus TV + 1 NP ad TV + 2 or 3 NP ads TV + 4+ NP ads
18
3941
51
Advertising measures, Sep 07 – Re-appraisal
Surprising and gets me to think differently*
Top Box – agree strongly %
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Kraft Philadelphia Year 2Call to action up 150% when multiple newspaper executions added
TV solus TV + 1 NP ad TV + 2 or 3 NP ads TV + 4+ NP ads
21
32
44
55Advertising measures, Sep 07 – Call to action
Gives me a reason to go out and buy*
Top Box – agree strongly %