TetleyRedTeaAnOnline+PrintAdEffec0venessCaseStudy:DrivingSuccessforTetleyRedTea

ClientChallengeTetleyRedTea,alongwiththeirmediaagency,Mediacom,partneredwithIABCanadaandDynamicLogictomeasuretheeffec0venessofamul0mediacampaign.Throughprintandonlineadver0sements,Tetleyhopedtoachievegrowthintheredteacategoryandbuildawarenessofthebrand.Tetleysoughttounder‐standthecostefficiencyofthecampaignbyindividualmedium,andincombina0on.Theyalsoexploredhowtheonlinemedium,specifically,impactedAwarenessandIntenttoPurchasethebrand.

Mediacom’sinterestliedinunderstandinghowportalsitescomparedtover0cal/contextualsiteswithintheTetleyonlinemediaschedule.

CHALLENGE APPROACH FINDINGS INSIGHTS OUTCOME

OurApproachThestudyexploredtheimpactoftheindividualandcombinedcommunica7onchanneleffortsatdifferentpointsinthepurchasefunnelandagainstdifferentproductusagesegmentsofthetargetpopula7on.

Intotal,2,045respondentswithinthetarget,womenages25‐54,weresurveyedonline,dividedintotwogroups(controlandexposed)andtheirresponsescompared.Pre‐controlgroupwasrecruitedbeforethecampaignlaunchedtoensurenochanceofseeingcampaignads.

CHALLENGE APPROACH FINDINGS INSIGHTS OUTCOME

Recruitmentofrespondentsthathadanopportunity‐to‐see(exposed)TetleyRedTeaadsoneitherorbothmediabeganatthesame0measthemediacampaign.Anothercontrolgroupwasrecruitedatthesame0measthisexposedgroup,whichwasmadeupofindividualsnotexposedtoanyadver0sing,orexposedtoadsononemediumbutnottheother.Pre‐controlandcontrolrespondentsweretreatedasthebaseline,againstwhichallmediaexposuregroupswerecompared.

OurFindingsMul/mediaBrandImpact:Mul0mediaadver0singcampaignhadaposi0veimpactforTetleyRedTeaamongthetargetgroup.ThePrintandOnlineadswereimportantatdifferentlevelsoftheconsumerpurchasefunnel.

Print,inisola0onandcombinedwithOnline,provedbestabletocost‐effec0velydriveAwarenessandMessageAssocia0on.Online,inisola0onandcombinedwithPrint,wasmostcosteffec0veatdrivinglowerfunnelmetrics–A\ributeAgreement,BrandFavorabilityandIntenttoPurchase.

CHALLENGE APPROACH FINDINGS INSIGHTS OUTCOME

ResearchInsights

CHALLENGE APPROACH FINDINGS INSIGHTS OUTCOME

OnlineMediaAnalysis:WhileportalsexposedtheadstoanaudiencelessfamiliarwithTetleyTea,increasingAwareness,contextualwebsitesenhancedconsumers’abilitytoaccuratelyassociatethebrandmessagewithTetleyRedTea.

AWARENESS

MESSAGEASSOCIATION

ATTRIBUTES

FAVORABILITY

BEHAVIORINTENT

Online‘Reach’vs.‘Contextual’WebsiteGroupContribu/ons

STAGE FUNNEL ONLINEOTSDRIVERS

UpperFunnel(awareness/associa0on)

LowerFunnel(percep0ons)

ReachWebsites

ContextualWebsites

Reach+Contextual

Reach+Contextual

BusinessOutcome

Thisstudyisanimportantstepforwardinourexplora7onofcampaignsintegra7ngOnline.Wehavesuspectedamul7pliereffectbetweentradi7onalanddigitalmediasimilartothatexperiencedintradi7onalmediamixes,anditisnowsupportedbyresearch.Thisin‐depthanalysiswillallowustoapplylearningagainstspecificbusinessgoalsforabeAercommunica7onplansandROIinthefuture.

CHALLENGE APPROACH FINDINGS INSIGHTS OUTCOME

“”JeanneNorthcoteManagingDirector

Toseethefullreport,pleasevisit:hAp://www.iabcanada.com