Newsworks philadelphia2 effectiveness
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At the end of our two-year study, how did newspapers deliver high sales and strong brand tracking results for Kraft Philadelphia?
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Newsworks philadelphia2 effectiveness
- 1. The Proof 1 The business case for newspaper advertising as part of the media mix
- 2. 2 Sam Mitchell Marketing 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 2 The client’s view
- 3. 3 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 2 Headline results
- 4. 4 Kraft Philadelphia Year 2 Newspapers 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
- 5. 5 Kraft Philadelphia Year 2 The creative work Newspaper creative TV creative Online newspaper creative
- 6. 6 Kraft Philadelphia Year 2 Test detail Media Plan Feb Mar Apr May Jun Jul Aug Sep £m Media Target 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 products Media Source: NMR/BARB/NRS 305 TVRs Campaign objectives To convince lapsed and occasional users that Philadelphia brings a simple touch of inspiration to many everyday meals 427 TVRs 518 TVRs 219 TVRs 239 TVRs
- 7. Kraft Philadelphia Year 2 7 The findings
- 8. 8 Kraft Philadelphia Year 2 TV + 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
- 9. 9 Kraft Philadelphia Year 2 Newspaper advertising influences up to 92% of sales uplift Source: TNS Worldpanel Incremental Philadelphia sales due to advertising, by media exposure 28 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
- 10. 10 Kraft Philadelphia Year 2 Newspapers 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
- 11. 11 Kraft Philadelphia Year 2 Newspapers deliver full price sales 68 4 66 38 26 32 96 34 62 74 100 Mar/Apr 2006 Apr/May 2007 Aug/Sep 2007 Mar/Apr 2007 Apr/May 2007 Aug/Sep 2007 Normal price On promotion Source: TNS Worldpanel Newspaper solus TV solus Incremental Sales % normal price vs on promotion
- 12. 12 Kraft Philadelphia Year 2 Newspapers 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
- 13. 13 Kraft Philadelphia Year 2 TV + 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
- 14. 14 Kraft Philadelphia Year 2 Newspapers drive purchase consideration Brand Commitment Likelihood to choose Pre to post % points increase – Top 2 box % 2006 TV solus TV + NP 2007 Pre-Apr to Post-Sep Any NP +4 +4 -8 +5 +3 0
- 15. 15 Kraft Philadelphia Year 2 Adding newspapers shifts brand image Brand Image Can be used as an ingredient in cooking Pre-post % points change in endorsing Kraft Philadelphia TV solus TV + NP Any NP Pre-Apr to post-Sep 2007Pre-post 2006 +16 +9 +10 +11 +9 -1
- 16. 16 Kraft Philadelphia Year 2 Newspapers 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
- 17. 17 Kraft Philadelphia Year 2 Newspaper 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
- 18. 18 Kraft Philadelphia Year 2 Newspapers improve response to TV Response to TV ads, Sep 07 % agreeing 59 79 59 70 68 48 TV solus TV + NP Added impact of Newspapers MB UK norm - % 81 90 75 82 84 + 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
- 19. 19 Kraft Philadelphia Year 2 Newspapers boost emotional connection 17 29 34 49 TV solus TV + 1 NP ad TV + 2 or 3 NP ads TV + 4+ NP ads Advertising measures, Sep 07 – Brand values Helps me to connect and identify more strongly* Top Box – agree strongly %
- 20. 20 Kraft Philadelphia Year 2 Newspapers provoke strong re-appraisal 18 39 41 51 TV solus TV + 1 NP ad TV + 2 or 3 NP ads TV + 4+ NP ads Advertising measures, Sep 07 – Re-appraisal Surprising and gets me to think differently* Top Box – agree strongly %
- 21. 21 Kraft Philadelphia Year 2 Call to action up 150% when multiple newspaper executions added 21 32 44 55 TV solus TV + 1 NP ad TV + 2 or 3 NP ads TV + 4+ NP ads Advertising measures, Sep 07 – Call to action Gives me a reason to go out and buy* Top Box – agree strongly %
Hinweis der Redaktion
- 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 2/3rds2007 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 exposureNewspapers were much stronger than TV at delivering full price salesUnique visitors to recipes section soared by 5292% in Aug/Sep 2007TV plus newspapers continued to drive brand equity and other key metrics more strongly than TV solus.
- The 2007 campaign consisted of TV plus 6 half page newspaper ads across two bursts.
- 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.
- The TV and newspaper campaign 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 in 2007 and reducing newspaper spend per burst by two-thirds.TNS Worldpanel analysis showed the value sales uplift due to the ad campaign for March/April 2007 was around 97% of the 2006 uplift. The Aug/Sep increase was worth 12% more than 2006, an impressive result given the significant reduction in newspaper insertions.
- Newspaper advertising influenced 75% of incremental sales in 2006 and 92% of Aug/Sep 2007 uplift. In 2007, the pattern of response by different media exposure groups was significantly affected by timing of promotions and media flighting. The synergistic effect of TV plus newspapers was disrupted by the short overlap in Mar/Apr 2007 occurring between heavy promotions, so exposure to newspapers only affected 48% of extra sales. Similarly, TV response in Aug/Sep was depressed by preceding promotion, despite upweight.
- Newspapers solus showed consistent improvement in driving sales across all 3 bursts, in spite of lower 2007 spend, rising by 23.4% in Aug/Sep 2007 burst, to account for 43% of all incremental sales due to advertising.
- Newspapers drove full price sales in addition to supporting promotions – 68% of additional sales due to newspapers in 2006 and 66% in Aug/Sep 2007 were at full price (effect minimised in Mar/Apr 2007 as promotion overlapped). The immediacy of newspapers, which was exploited well by the recipe ideas campaign, offered people a significantly stronger reason to go out and buy than TV. Newspapers also reached a more brand favourable – and thus potentially less price sensitive – audience. TV’s primary strength was in generating promotional sales. TNS recommend that the two media are carefully timed to take advantage of the promotional effect – TV to drive promotional sales, solus at first and then in combination with newspapers; followed by newspapers solus to drive full price sales.
- The campaign clearly sparked consumer interest in finding more Philly recipe ideas. Newspapers drove 228% increase in traffic to the Philadelphia website in Mar/Apr 2007 – 167% from online newspaper sites and 61% from print format. In Aug/Sep 2007 the uplift was 160% – 67% via online newspapers and 93% via paper versions. Unique visitors to the recipes section (unique url in newspapers and landing page for online newspaper ads) increased by an astonishing 5292% in Aug/Sep 2007.
- Philadelphia brand equity is very strong. TV and newspapers increased the all-important Bonding level, which correlates to brand share, by 6% points over the two test years, whereas TV solus showed decline post 2007 activity.
- Tracking over 2 years clearly demonstrates how adding newspapers drives purchase consideration for Philly. In 2006, brand commitment rose 4% points for the TV and newspaper group, compared with no change for the TV solus group. Commitment levels rose in April 2007, but declined after the September burst. For the year overall, only those who saw newspaper ads – either on their own or alongside TV – showed an increase in consideration. It is possible that timing of TV versus promotional activity affected commitment in the same way as it depressed the actual sales effect.
- The newspaper element of the Philadelphia campaign has continued to build the core brand image, ‘Can be used as an ingredient in cooking’ during 2007. Importantly, this has given Philly a clear and increasing competitive edge against private label soft cheese.
- 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.
- The Philadelphia newspaper ads remained highly actively engaging and continued to outperform TV, particularly on being ‘interesting’. However, there was a small decline in distinctive and involving perceptions in September 07 which could again indicate a need to refresh with more new recipes.
- Seeing the newspaper campaign as well as the TV made the TV work harder – women seeing both media perceived the TV to be more relevant, informative and appealing, and most importantly made them more likely to buy into the brand.
- Multiple newspaper executions improved the campaign’s ability to make strong emotional connections and enhance brand values. Women seeing 4 or more newspaper ads in addition to TV are 188% more likely to connect and identify strongly with the Philadelphia brand than TV solus group.
- Newspapers’ immediacy and relevant context help drive re-appraisal for advertised brands. Adding just one newspaper execution to TV doubles strength of re-appraisal. Over half the group seeing TV plus 4 or more newspaper executions strongly agree that the advertising is surprising and gets them to think differently about Philly.
- The Philadelphia campaign delivers a very strong reason to buy, which builds cumulatively the more newspaper executions are seen. Call to action among those seeing TV plus 4 or more newspaper ads is 2 ½ times higher than TV solus group.