Measuring the Macmillan brand

Ali Sanders and Carly WilsonMacmillan brand team

Measuring how people think and feel about Macmillan

13 May 2009Wolff Olins

1. If you invest in your brand you should invest in measuring it

Why measure your brand?

• To understand how our customers think and feel about us so we can improve

• To constantly evolve our brands

• To prove that strong brands drive engagement and growth

• To justify the investment in our brands

When we started

2. Focus on audiences that matter to you

Our brand tracker

How • 20 minute online survey (27 minutes diagnosed)• Respondents recruited from online access panels (Research Now, SSi)

Who • 300 Diagnosed• 300 Not Affected• 800 Affected (immediate family, or a close friend, has been diagnosed)• With quotas on age, gender and region for consistency wave on wave • Plus quota on ‘when diagnosed’ for diagnosed

When • Waves of brand tracking in line with bursts of advertising

3. Track your competitors as well

Source: Brand Attributes, nfpSynergyBase: 1,211 respondents who are aware of Cancer Research UK, 18+, Britain, May 2013

Using other tools

4. What you measure needs to reflect your strategy

• Awareness

• Advertising recall

• Advertising response

• Brand momentum

• Likelihood to recommend

• Reported actions

• Knowledge of our brand

• Values they associate with us

What we track

Health and social care advertising recall: diagnosed audience

Q17d Can you recall seeing or hearing anything about Macmillan Cancer Support in any of the following places?

Base: Diagnosed (300 per wave)

Significant increase

Significant decline

5. Explore your data

How services and advertising drive responses

• Q11 Please can you tell us how likely you would be to donate money to the following charities?

• Q11b Do you currently donate money to any of the following charities?

• Base: Affected (222, 361, 61,113)

6. Join up the dots

Brand perceptions V actual responses

Income via fundraising streams

Number of new supporters

Customer satisfaction

Value of giftsProduct orders

Number of volunteers

Social media activityDigital

traffic

Number of service users

Supporter retention rates

Link your measures to specific outcomes

• Recall of advertising in GPs surgeries calls to the Macmillan Support Line (mentioning where seen)

• Likelihood to get involved reporting getting involved increase in volunteer numbers

• Likelihood to donate actual donations?

Look for trends

7. Act on what you find

People take out ‘get support’ rather than ‘give support’ from our TV advert

• What was the main message in the ad, what did it want people to do?

• Q40b What was the main message in the ad, what did it want people to do?

• Base: Recognise the ad Affected (426)

+ Measuring your brand on a budget

Measurement on a tight budget

What we’ve learnt: in a nutshell

1. If you invest in your brand you should invest in measuring it

2. Focus on audiences that matter to you

3. Track your competitors as well

4. What you measure needs to reflect your strategy

5. Explore your data

6. Join up the dots

7. Act on what you find

Questions?