Newsworks Bitesize Shredded Wheat effectivesness study
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How did Cereal Partners UK use newspapers to deliver a whole new perspective on a much-loved brand?
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Newsworks Bitesize Shredded Wheat effectivesness study
- 1. The Proof 1 The business case for newspaper advertising as part of the media mix
- 2. 2 Phil Toms Marketing Controller, Shredded Wheat “This is the second year we’ve worked with the Newsworks on the Advertising Effectiveness case studies and we are very pleased with how this campaign has evolved and the results achieved. Strategically it made a lot of sense to include our Bitesize Shredded Wheat brand given it was a new message for this brand and we wanted to understand how press could complement our TV campaign to maximum effect. Building upon our learning from last year we were able to develop and implement a press campaign which delivered strong strategic and executional synergy with the TV. The opportunity to pre-test the work allowed us to optimise the creative to ensure maximum effectiveness. The results? They speak for themselves. We sold more boxes, the brand is in growth and the new positioning has been well established in consumer’s minds. Newspapers have played a very clear and definitive role in helping achieve our objectives.” Bitesize Shredded Wheat The client’s view
- 3. 3 Newspapers drove 6.9% sales uplift during and 8.4% post campaign At 3+ OTS, sales increased by 11% during and 7.4% post campaign TV + Newspapers increase brand commitment by 5% points TV + Newspapers increased brand involvement by 4% points Adding National Newspapers made the TV ad work harder across all diagnostic measures, including engagement, branding and communication Bitesize Shredded Wheat Headline results
- 4. 4 Bitesize Shredded Wheat Test 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. 5 Newspaper creative TV creative Bitesize Shredded Wheat The creative work
- 6. 6 Bitesize Shredded Wheat Test detail Media Plan Research sample: Women 25-60, regular buyers of cereal Media Source: NMR/BARB/NRS Campaign objectives To encourage women to choose the unadulterated goodness of Bitesize Shredded Wheat, that helps them keep an eye on their weight. 68 TVRs 68 TVRs 225 TVRs 61 TVRs 81 TVRs 81 TVRs 237 GRP5s Apr May Jun Jul £m Media Target Audience: Housewives with children TV – 30 sec 1.3 Newspapers 0.9 Research Dates Millward Brown Pre-wave Post wave
- 7. Bitesize Shredded Wheat 7 The findings
- 8. 8 Bitesize Shredded Wheat National newspapers drive extra 8.4% sales uplift Source: dunnhumby Newspaper Advertising effect on Sales % increase During 6.9 8.4 Post
- 9. 9 Bitesize Shredded Wheat Higher OTS drives 11% sales increase Source: dunnhumby Newspaper Advertising effect on Sales at 3+ OTS % increase During 11.0 7.3 Post
- 10. 10 Bitesize Shredded Wheat Brand commitment increases more with TV plus newspapers Brand Familiarity Likelihood to choose* Pre to Post % points increase – Top 2 Box % Pre-wave 15 17 Post-wave Pre-wave Post-wave 22 27 TV solus TV + NP +2 +5
- 11. 11 Bitesize Shredded Wheat Brand involvement up with TV + newspapers Brand Involvement Someone I like* Pre to Post % points increase – Top 2 box Pre-wave 29 24 Post-wave Pre-wave Post-wave 35 39 TV solus TV + NP -5 +4
- 12. 12 Bitesize Shredded Wheat TV + newspapers shift brand image Brand image Pre to Post % points change in endorsing Bitesize Shredded Wheat Helps you keep an eye on your weight Really nutritious Stops temptation to snack Fills you up more than other cereals 3 6 6 5 4 -1 -3 1 +3 +7 +8 +3 MB norm
- 13. 13 Bitesize Shredded Wheat Pre-testing aids higher recognition Recognition – Newspaper ads % recognising Bitesize Shredded Wheat 20 34 Millward Brown Print Norm (326 ads)
- 14. 14 Bitesize Shredded Wheat Visual standout is vital Newspaper ads - % agreeing Very eye-catching I’d stop and look at rather than turn the page 5860 42 76 MB UK NormBitesize Shredded Wheat
- 15. 15 Bitesize Shredded Wheat TV plus newspapers drives web traffic TV + Newspaper Advertising effect on web traffic Unique visitors to Capital One % increase TV solus 89 56 68 TV + NP MB UK Norm +21
- 16. 16 Bitesize Shredded Wheat Newspaper ads make TV ad more engaging Pleasant GentleIrritating Soothing Unpleasant Disturbing Millward Brown – TV Involvement Diagnostics Millward Brown Norm (Base: 698 TV ads) -+ Difference between NP and TV +16 +13 +12 -10 Recognise TV ad Distinctive Interesting Weak Dull Boring Involving Recognise TV + NP ad
- 17. 17 Bitesize Shredded Wheat Adding newspapers increases TV enjoyment TV Ad Enjoyment Enjoyed watching % TV solus 74 56 62 TV + NP MB UK Norm +12
- 18. 18 Bitesize Shredded Wheat Newspapers enhance and complement TV messages TV Advertising Strongly suggests % answering Contains only wholegrain wheat and no other ingredients Small and easy to eat biscuits Helps you keep an eye on your weight More natural than other cereals 61 54 +1 +6 +10 +15 Added effect of NP Tastes great +7 83 68 85 75 84 78 88 87 TV + NPTV solus
- 19. 19 Bitesize Shredded Wheat Newspapers communicate powerfully Newspaper Advertising Strongly suggests % answering Helps you keep an eye on your weight Contains only wholegrain wheat and no other ingredients More natural than other cereals Small and easy to eat biscuits Tastes great 71 68 65 58 47
- 20. 20 Bitesize Shredded Wheat Newspapers increase rational and emotional response to TV Response to TV ads % agreeing Contains only wholegrain wheat and no other ingredients Small and easy to eat biscuits Helps you keep an eye on your weight More natural than other cereals 67 50 +9 +17 +13 +12 Added effect of NP Tastes great +17 76 64 84 71 75 58 73 64 TV + NPTV solus
- 21. 21 Bitesize Shredded Wheat Newspapers create emotional connection Advertising measures – Brand Values Helps me to connect and identify more strongly* Top 2 Box % TV solus 68 85 Any NP TV + NP 63
- 22. 22 Bitesize Shredded Wheat Newspapers induce re-appraisal Advertising measures – Re-appraisal Surprising and gets me to think differently* Top 2 Box % TV solus 68 85 Any NP TV + NP 63
- 23. 23 Bitesize Shredded Wheat Call to action up 52% when newspapers added Advertising measures – Call to Action Gives me a reason to go out and buy* Top 2 Box % TV solus 67 85 Any NP TV + NP 56
Hinweis der Redaktion
- Newspapers alone were responsible for a 6.9% sales uplift for Bitesize Shredded Wheat during the campaign and a further 8.4% in the 11 weeks post campaignAmong buyers of 3+ newspapers featuring the ads, sales increased by 11% during the campaign and a further 7.4% post campaignTV and newspapers in combination increased brand commitment by 5% points, whereas the rise for TV solus was 2% pointsAdding newspapers to TV improved coverage of women who were more brand favourable and also created the greatest increase in brand involvement – 4% points compared with a fall of 5% points for TV on its own.Adding National Newspapers made the TV ad work harder across all diagnostic measures, including engagement, branding and communicationNewspapers and TV in combination boosted emotional Brand Values by 35%, brand Re-appraisal by 40% and Call to Action by 52%, compared with TV solus
- The research methodology used was pre-post tracking by Millward Brown among the same respondents (brand/category interest disguised at pre-stage), to measure changes among people seeing different media and account for any existing predispositions of any media group.
- Newspapers caused both an immediate and a longer term boost to Bitesize Shredded Wheat sales. dunnhumby analysis of Tesco Clubcard data showed the incremental effect of newspapers, over and above any increases due to TV and promotions, as + 6.9% during the campaign and an even higher 8.4% rise in the 11 week post period. Sales analysis was conducted by dunnhumby using anonymisedClubcard data. Two samples were matched on a range of criteria – including demographics, frequency of shopping and spend in Tesco, sector buying patterns and brand buying patterns pre-test period. The only difference between the Control sample and the newspaper sample was that the Newspaper sample had bought a newspaper carrying the relevant ad in Tesco. Estimates are conservative, as women in the Control sample may have bought newspapers outside Tesco and been exposed to the ads.
- Bitesize Shredded Wheat sales showed an even more pronounced and immediate response among women who bought three or more of the newspapers in Tesco containing the ads. Sales rose by an extra 11% during the campaign and 7.3% post campaign, compared with the matched sample of non-newspaper buyers.
- Likelihood to choose Bitesize Shredded Wheat at the next cereal buying occasion increased by 5% points among women seeing both TV and newspaper ads. TV solus recognisers increased commitment by just 2% points. Adding newspapers allowed the brand to communicate with women who were more brand favourable – and who were more responsive to the campaign.
- The combination of TV and national newspapers increased brand liking by 4% points. Again, TV and newspapers together not only created the greatest increase in brand involvement, but also ensured that more women who had a pre-existing liking for the Bitesize Shredded Wheat brand were exposed to brand communications.
- Bitesize Shredded Wheat shares a strong image profile with the parent Shredded Wheat brand, focused on heart health, wholegrain and natural benefits. The new advertising campaign for Bitesize supported these values, whilst communicating a weight management benefit. Image perceptions were driven more strongly by the TV and newspaper combination, particularly for weight management.
- Recognition for the newspaper ads was significantly above norm. Millward Brown Link pre-testing helped refine those executional elements which made the ads stand out and engage interest. TV recognition was around Millward Brown norm.
- Visual interest and intriguing verbal hooks (such as WEIGHT, BODY and SIMPLE), together with clear branding and easy to understand, informative messages helped draw women into the ads.
- The TV ad was well-branded compared to the Millward Brown TV norm. Branding was improved by 21% points if women had also seen the newspaper ads.
- Millward Brown’s involvement diagnosis ‘wheel’ shows how actively engaging ads are perceived to be by consumers. The preferred territory for most ads is the top of the wheel, where descriptors are both active and positive. The worst position for standout and involvement is the passive negative area at the bottom of the wheel. The grey shaded area represents the norm for TV ads. The TV ad performed well when seen on its own. However, women who also saw the newspaper campaign found the TV ad much more actively engaging than those who only saw the TV ad. Improvements in ‘interesting’, ‘distinctive’ and ‘involving’ responses are linked with higher memorability and brand response.
- EnjoyableTV ads cut through better. Enjoyment of the Bitesize Shredded Wheat TV ad was boosted by 12% points when women had also seen newspaper ads.
- TV communication was also improved among women who also saw the newspaper ads. In particular, seeing newspaper ads strengthened the weight management and natural messages in the TV execution.
- The newspaper ads themselves communicated strongly, and in depth. The use of multiple executions, each with a slightly different communication focus or entry point, is proven to deepen and broaden understanding, compared to repetition of a single ad. Newspaper readers are loyal, and the entire contents of the paper change daily. Readers therefore tend to screen out ads they have already seen, whereas they are happy to look out for fresh perspectives from a brand campaign they enjoy.
- With the new message around weight, the newspaper ads conveyed new and different information about the brand. Likeable women and a relevant message were reflected in a strong emotional response. Additionally, newspapers increased a strong TV ad performance on key diagnostics when the two media were seen in combination.
- Newspapers are not dry and factual, they excite emotion. They create extremely close bonds with readers. Reading is actively engaging, personally meaningful. As a result, newspaper ads invariably drive emotional brand responses. All Newsworks Effectiveness tests, together with pioneering Neuroscience research in 2006, have demonstrated the power of newspapers to deliver increases in emotional brand connection. For Bitesize Shredded Wheat, the effect of adding newspapers to TV was a 35% increase in emotional brand values compared with TV on its own.
- Newspapers modify people’s perceptions every day, providing new information, new ways of looking and provoking new thought. Bitesize Shredded Wheat ads provided a fresh perspective on a familiar and established brand, with the simple and healthy weight management message. As a result, adding newspapers to TV increased re-appraisal by 40% compared with TV solus.
- The power of newspapers to affect buying behaviour, particularly when in conjunction with TV is again demonstrated by the call to action measure: 56% of women seeing only the TV ad agree the advertising gives them a reason to buy compared with 85% of those who saw both media.