Tracking real consumer experiences

1. A listening brand
Optimising a product launch in real time
MRS Brand Conference 2011
Martin Bryant - Energizer Group Limited
Nathan Evans - MESH Planning

2. Why are we here?
To demonstrate how Experience
Tracking has been used to measure
the success of a challenger brand
product launch.

3. The launch
WWW.MESHPLANNING.COM

4. Biggest ever European launch
2003 2011
Source: Texting data from MESH tracking study 26th October – 27th Feb

5. 3rd Presentation
Launch Media Laydown 2nd Presentation
1st Presentation
Sept Oct Nov Dec Jan Feb
Main TVC Main TVC Main TVC
30 secs + GQ/SW + Xmas GQ/SW M1 M2
stand
TV alone Promo TVC
Sp Sp
Press GQ Bild
Online Launch XMAS Promo
OOH Launch Promo
Bitburger Gillette Pro Glide Launch

6. The research challenge
Need to be sensitive to all Ability to analyse transient
campaign experiences both Online activity to help
media and non-media related understand it‟s role
Spontaneous responses to allow
Qualitative feedback on a
for accurate assessment of cut
quantifiable scale
through
Need to measure both efficiency Need for comparative measures
and effectiveness of launch traditional tracking doesn‟t
media (ROI) provide
One off chance to gather future learnings and scenario test
hypothesis meaning we needed to be able to make changes
in real-time

7. The research answer – Experience Tracking
Week 1 Week 2 Week 3 Week 4
Pre Diary Post 50 people
Pre Diary Post 50 people
Pre Diary Post 50 people
Pre Post
Questionnaire SMS Diary Questionnaire
Here we capture metric scores as
Here we capture metric scores to Here we ask participants to text us they have changed over the course
be used as a benchmark. whenever they experience of 7 days.
-Demographics
anything to do with the brands we
are interested in. -Consideration (Brand & Product)
-Usage
-Image
-Consideration (Brand & Product)
-Image Each experience is expanded upon
-Briefing for SMS diary stage in an Online diary.

8. Sample Overview
Males In Germany from the ages of 18 to 35 who are
currently system razor users
Number of Experiences 8202 texts
Number of Participants 1144 participants
WWW.MESHPLANNING.COM
26th October 2010 –
Reporting Period
27th Feb 2011

9. Findings and applications
WWW.MESHPLANNING.COM

10. Product Brand Umbrella Brand
Hydro Wilkinson Sword
Brand Equity Econometrics
Which
media and
message?
Promotional
Activity
? Usage

11. Post launch day 19
Backlit posters and use of refreshing colour
driving positive impressions of the new product
“In a shopping area in Leipzig I saw
these advert boards. The lighting
really put the razors nicely on
display and my feeling was very
positive. The ad is very eye-
catching and gives the feeling to
evoke interest in the product”
“Also in front of the main train
station one can find the
advertisement. This advertisement
however fits in anywhere thanks to
its pleasant and natural colour
(scheme)!”
Source: Texting data from MESH tracking study 26th October – 27th Feb

12. Post launch day 38
Product awareness was higher than competitor
during respective early weeks of launch
Hydro Prompted Product awareness
70% Competitor Prompted Product awareness
60%
50%
40%
30% Campaign Optimiser
20% Umbrella Brand
Poster
10% Consideration
0%
Week1 Week2 Week3 Week4 Week5 Week6 Week7 Week8
Source: Texting data from MESH tracking study 26th October – 27th Feb Base: 1144 people

13. Post launch day 112
When used to creatively communicate a rational
promotional message poster was not as effective
Poster % sample reached
Poster at launch 17%
Poster promotional activity (4 months post launch) 5%
“Underground station in Colone
(Friesenplatz), there was a poster for
Bitburger.”
Poster, Tram stop/station/subway, Neutral, No
difference
“It is an ad for Bitburger ...in partnership
with Wilkinson.”
Poster, Tram stop/station/subway, Very positive,
Slightly more likely to choose
Source: Texting data from MESH tracking study 26th October – 27th Feb

14. Post launch day 38
Online generates Hydro‟s most engaging and
persuasive paid for experiences
Experience Map by Touchpoint - Wilkinson Hydro (Total)
n = Base: 1089 Total, 342 TV, 124 Poster/Billboard, 16 Radio, 97 Me using, 28 Conversation, 13 Newspaper, 24 Magazine, 205
In-Store, 124 Online, 56 Mailing Leaflet, 33 Me Purchasing, 6 Sampling, 4 Cinema, 17 Other
95%
85% Me using
75% Mailing leaflet Conversation
Purchase Intent T2B (%)
65%
Newspaper Me purchasing
TV
55%
Online
45% Magazine*
In store
35% Poster/Billboard
25% Radio
15%
25% 35% 45% 55% 65% 75% 85% 95%
Note: Bases below 20 not included
Positivity T2B (%) * Base 20-29
Source: Texting data from MESH tracking study 26th October – 27th Feb

15. Post launch day 52
And Online experiences are reaching a proportion
of the target TV does not
Total Online = 19% Total TV = 31%
Just Just
Online BOTH
TV
6% reach 13% reach
18% reach
Source: Texting data from MESH tracking study 26th October – 27th Feb Base: 752 people

16. Post launch day 52
At launch Online experiences have the biggest
impact on Consideration amongst the target
Mailing
HYDRO TV Online TV & Online In Store
Leaflet
Consideration
(Long Term Impact from questionnaire)
Phase 1 * ** *** No Sig Effect No Sig Effect
Phase 2 No Sig Effect No Sig Effect No Sig Effect No Sig Effect No Sig Effect
In Phase 2, when our message changed to a more rational promotional
message we no longer drove longer term brand consideration
*** represents the impact on consideration (the likelihood
to shift in consideration having had an experience)
Source: Campaign Optimiser analysis from Questionnaire and
Texting data from MESH tracking study 26th October – 27th Feb

17. Post launch day 52
In Phase 2 we isolate the Tag-on executions and
introduce a Trial Size promotion in February
Phase1 2010 Phase 2 2011
Jan Feb
Strength of message could
have been the issue...
Source: Texting data from MESH tracking study 26th October – 27th Feb

18. Post launch day 136
The downpour ad becomes more engaging and
persuasive with the introduction of tag-ons
TV Experience Map by Period
n = Base: 239 Downpour ad solo, 172 Downpour ad + tag ons, 109 Stand alone tag ons
65%
60%
Downpour ad +
Purchase Intent T2B (%)
55% tag ons
50%
45% Stand alone tag
Downpour ad ons
40% solo
35%
Tag-ons also work well to engage
30% and persuade in isolation
25%
30% 35% 40% 45% 50% 55% 60% 65% 70% 75%
Note: Bases below 20 not included
Positivity T2B (%) * Base 20-29
Source: Texting data from MESH tracking study 26th October – 27th Feb

19. Post launch day 112
We even saw „almost FREE‟ drive more persuasive
experiences than „99 cents‟ despite concerns
TV Experience Map - Hydro (W5-6 and Wk 7-8)
n = Base: Hydro (Wk5-6) - 49 TV, Hydro (Wk7-8) - 22 TV
65% “The ad informed you that you could get the
60%
razor almost for free. You were not being
told though how you could get it. It got me
curious how I would be able to get one.”
Purchase Intent T2B (%)
55%
50% Hydro, TV, Neutral, Slightly more likely to choose
Hydro Week 6
45%
“Apparently one is able to test the razor
"almost" for free to get to know it
40% Hydro Week 7
35% better. I am going to get more info about this.”
30% Hydro, TV, Fairly Positive, Slightly more likely to
choose
30% 40% 50% 60% 70% 80%
Positivity T2B (%) * Low Base under 30
Source: Texting data from MESH tracking study 26th October – 27th Feb

20. Post launch day 78 CRISIS
However, we sold out prior to the launch of
some promotional comms...
CRISIS
No negative experiences
relating to sell out...
Source: Texting data from MESH tracking study 26th October – 27th Feb

21. Post launch day 112
However, if we hadn‟t sold out, we could have
benefitted from a clear call to action
“Same advert. I was still curious how “The ad was pretty interesting and
I would be able to get my hands on I would like to test the razor
this razor for almost no money.” however there is no possibility to
test and tradition dictates that I
TV, Neutral, Much more likely to choose am with Gillette.”
TV, Fairly positive, No Difference
Source: Texting data from MESH tracking study 26th October – 27th Feb

22. Post launch day 38/112
Sponsorship performed unexpectedly well and
offered clear learnings for optimisation
“Advert before the Simpsons
“The brand could be seen on telly when TV Total's
came on - well placed, it had my
high dive event was on. There were inflatable plastic
full attention.”
razors in giant size. This was a good idea, thus it
gave me a pretty positive feeling.” Gillette, TV, Fairly positive, Slightly
more likely to choose
Wilkinson, Hydro (razor), TV, Sponsorship, Fairly Positive, No
difference
“The Simpsons were sponsored
again. I love the Simpsons and
“I saw the TV Total [tv show] high dive. I don't know everyone who sponsors the
why but it influenced me in a positive way as far as the show.”
brand was concerned.”
Wilkinson, Hydro (razor), TV, Sponsorship, Fairly Gillette, TV, Very positive, Much more
Positive, Slightly more likely to choose
WWW.MESHPLANNING.COM
likely to choose
Strength of umbrella
Strength of product branding...
branding...
Source: Texting data from MESH tracking study 26th October – 27th Feb

23. Post launch day 38
We also saw the opportunity to expand sponsorship
through other media particularly Online
“On the home page I saw a big
“Side advert banner on website of
advertisement on the website of
newspaper "Bild" (bild.de). Very
newspaper "Bild" (bild.de). It really
dynamic and colourful advert”
draws attention and one almost
automatically looks at it” Wilkinson, Hydro (razor), Internet, Ad
from brand, Fairly Positive, Slightly
Wilkinson, Hydro (razor), Internet, Ad from
more likely to choose
brand, Fairly Positive, No difference
“On the home page of
newspaper "Bild" (bild.de) I saw
an advertisement for the
Wilkinson Hydro Shaver”
Wilkinson, Hydro
(razor), Internet, Ad from
brand, Fairly Positive, Slightly
more likely to choose

24. Post launch day 112
In fact, we were able to measure efficiency at an
execution level using qualitative data
Touchpoint Brand Execution Cost per % point in reach
Poster A Launch poster €€€
Online A Launch and xmas activity €
Online A Price promo €
Online B All online activity €€
TV A Brand ad €€€€
TV A Brand ad + xmas/GQ + StiWa tag ons €€€€
TV A Consumer test combination €€
TV A Call to action and price promotion €€
TV A One off sponsorship €
TV B Tease €€€
WWW.MESHPLANNING.COM
TV B Brand Ad €€€€€
Press A Partnership €€
Press A Press takeover €
Press A Product ad €€
Press B Product ad €€€€€€
Source: Texting data from MESH tracking study 26th October – 27th Feb

25. In conclusion
The MESH and the Wilkinson team
worked together at each stage along the
way to guide the launch of Hydro
providing:
Reassurance
WWW.MESHPLANNING.COM
Recommendations to switch media
Recommendations on messaging