Millward Brown - Print Ad Effecveness Case Study: …...mulmedia campaign. Through print and online...
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Tetley Red Tea An Online + Print Ad Effec0veness Case Study: Driving Success for Tetley Red Tea
Transcript of Millward Brown - Print Ad Effecveness Case Study: …...mulmedia campaign. Through print and online...
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
