oats & more: case study
DESCRIPTION
Cereal Partners UK turns to newspapers to help launch its new cereal and take advantage of readers' interest in food and health topics.TRANSCRIPT
1
The ProofThe business case for newspaper advertising as part of the media mix
2
Mark FannerProduct Group Manager, NPD
“National Newspapers made a significant contribution to the successful launch of Oats & More. We had clear proof that the newspaper campaign drove a good level of sales in its own right.
Together, TV and newspapers effectively built awareness and trial, and newspapers developed the more emotional elements of the new brand.
Pre-testing helped evolve our understanding of how readers consume newspaper advertising. By taking into account what stands out and engages people, we could really maximise effectiveness and appeal. And by using several executions we could underline several important communication points, which had a big impact on people’s willingness to try the brand.”
Oats & MoreThe client’s view
3
Newspapers caused extra 8.3% sales uplift
TV + Newspapers drove more than double the increase in brand familiarity
TV + Newspapers doubled increase in trial
Brand involvement 80% higher with Newspapers
Adding National Newspapers improved response to the TV ad, making it more engaging, significantly better branded, and enhancing communication
Oats & MoreHeadline results
4
Oats & MoreTest Hypothesis: Newspapers are perfect partners to TV
TV and national newspapers are the perfect partnership
They are processed in different but complementary ways: TV is more passive, newspapers involve active processing
Both media are heavily consumed in the evening
Media profiles are complementary
Together, the brand impact should be stronger than either medium separately
5
Oats & MoreThe creative work
Newspaper creative TV creative
6
Oats & MoreTest detail
Media Plan
Feb Mar Apr May £m
MediaTarget audience:ABC1 Adults 25-
54
TV – 30 sec 1.2
Newspapers 0.7
Research DatesMillward Brown
Pre-wave
Post wave
Research sample: 711 Women 25-55, regular cereal buyersMedia Source: NMR/BARB/NRS
342TVRs
Campaign objectives
To launch Oats & More as the irresistibly tasty way to get the goodness of oats.
336GRPs
7
Oats & MoreThe findings
8
Series1During
Oats & MoreNational newspapers drive sales
Source: dunnhumby
Newspaper Advertising effect on Sales% increase
8.3
9
Oats & MoreNational newspapers double the increase in familiarity
Brand FamiliarityTried/heard a lot about Oats & MorePre to Post % points increase – Top 2 Box %
Pre-wave
15
30
Post-wave Pre-wave Post-wave
30
63
TV solus TV + NP
+15 +33
10
Oats & MoreNational newspapers double the increase in trial
Brand TrialTried Oats & More %Pre to Post % points increase
Pre-wave
5
11
Post-wave Pre-wave Post-wave
16
28
TV solus TV + NP
+6 +12
11
Oats & MoreNational newspapers double brand commitment
Brand CommitmentLikelihood to choose*Pre to Post % points increase – Top 3 Box %
Pre-wave
11
22
Post-wave Pre-wave Post-wave
22
41
TV solus TV + NP
+11 +19
12
Oats & More80% higher emotional involvement with national newspapers
Brand InvolvementSomeone I like*Pre to Post % points increase – Top 3 Box %
Pre-wave
20
34
Post-wave
36
61
TV solus TV + NP
+14 +22
42
64
Any NP
+25
Pre-wave Post-wave Pre-wave Post-wave
13
Oats & MorePre-testing aids higher recognition
Recognition – Newspaper ads% recognising
Oats & More
20
31
Millward Brown Print Norm(326 ads)
14
Oats & MoreVisual standout is vital
Newspaper ads - % agreeing
Very eye-catching I’d stop and look at rather than turn the page
6560
44
80
MB UK NormOats & More
15
Oats & MoreNewspaper ads engage more strongly
Pleasant
GentleIrritating
Soothing
Unpleasant
Disturbing
Millward Brown – Media Involvement Diagnostics
Millward Brown Norm(Base: 698 TV ads)
-+ Difference between NP and TV
+14
+21
+19
-12
-9
Recognise TV ad
Distinctive
Interesting
Weak
Dull
Boring
Involving
Recognise Any NP ad
-18
16
Oats & MoreAdding newspapers makes TV work harder
Pleasant
GentleIrritating
Soothing
Unpleasant
Disturbing
Millward Brown Norm(Base: 698 TV ads)
-+ Added effect of NP
+18
+13
+16
-8
-9
Recognise TV only
Distinctive
Interesting
Weak
Dull
Boring
Involving
Recognise TV + NP
Millward Brown – TV Involvement Diagnostics
17
Oats & MoreNational newspapers enhance TV ad branding
BrandingDefinitely remember ad was for Oats & More% agreeing
TV solus
60
68
66
40
TV + NP Any NP TV + NP
TV ad Newspaper Ads
+28 +6
18
Oats & MoreNewspaper ads enhance TV communication
TV AdvertisingStrongly suggests% answering Added effect
of NP
TV + NPTV solus
Tastes great
Is irresistible
Contains wholesome goodness
Good for you as well as being delicious
5831
+8
+17
+21
+20
For people like me +27
6040
8544
8164
8072
19
Oats & MoreMultiple executions communicate powerfully
Newspaper AdvertisingStrongly suggests% answering
67
57
64
61
44
Tastes great
Is irresistible
Contains wholesome goodness
Good for you as well as being delicious
For people like me
20
Oats & MoreNewspaper ads more persuasive
Response to TV ads% agreeing
29
6539
6244
7157
8068
TV + NPTV solus
Tastes great
Is irresistible
Contains wholesome goodness
Good for you as well as being delicious
For people like me47
21
Oats & MoreMultiple executions boost call to action by 76%
Advertising measures – Call to ActionGives me a reason to go out and buy*Top 2 Box %
TV solus
62
75
TV + 1 NP ad
46
81
TV + 2 or 3 NP ads
TV + all 4NP ads
22
Oats & MoreMultiple executions more than double emotional connection
Advertising measures – Brand ValuesHelps me to connect and identify more strongly*Top 2 Box %
TV solus
54
73
TV + 1 NP ad
40
85
TV + 2 or 3 NP ads
TV + all 4NP ads
23
Oats & MoreAdding newspapers boosts re-appraisal by 97%
Advertising measures – Re-appraisalSurprising and gets me to think differently*Top 2 Box %
TV solus
59
71
TV + 1 NP ad
41
81
TV + 2 or 3 NP ads
TV + all 4NP ads