A large-scale research project with 27,563 consumers assessed the effects of the trnd campaign format “FMCG, Food & Co.”, when used in connection with other media. Combining such a campaign with TV, print, online or social media on average more than doubles the effect of the other media channels.

trnd boosts the effects of TV,Print, Online & Social Media.

STUDY

trnd makes onlinemedia more effective*:

+142%

trnd makes TVmore effective*:

+69%trnd makes print

media more effective*:

+95%

* Bo

ost i

n Aw

aren

ess I

ncre

ase

trnd increases Brand Awareness.27,563 consumers were asked* which media channel they remember for a specific brand / campaign (TV, Print, Online and Social Media). A percentage of these consumers were also reached by recommendations from their circle of friends (triggers through trnd campaigns using the format “FMCG, Food & Co.”), alongside TV, Print, Online and Social Media.

* Supported and unsupported survey. Products / brands from a large FMCG company.

Among those consumers who were reached by the trnd WOM campaign in addition to the other traditional and non-traditional channels, the positive effect on Brand Awareness was more than doubled.

Incr

ease

in A

war

enes

s

69%Higher Awareness

Increase

TV TV+trnd

Print Print+trnd

Online Online+trnd

SocialMedia SocialMedia+trnd

Average increase of

the advertising effect on

Brand Awareness:

109%

95%Higher Awareness

Increase

142%Higher Awareness

Increase

129%Higher Awareness

Increase

trnd increases Purchase Intention.The impact on Purchase Intention is even more powerful. The right combination of “traditional” media channels and a trnd campaign boosted the increase in Purchase Intention up to four times.

The combination of a targeted marketing message andcredible recommendations from the circle of friendsenables this increase in effectiveness.

Incr

ease

in P

urch

ase

Inte

ntion

TV TV+trnd

Print Print+trnd

Online Online+trnd

SocialMedia SocialMedia+trnd

* Supported and unsupported survey. Products / brands from a large FMCG company.

Average increase of

the advertising effect on

Purchase Intention:

194%

122%higher purchase

intention increase

259%higher purchase

intention increase302%

higher purchaseintention increase 91%

higher purchaseintention increase

Study details and background:

Model type: Mixed (multi-level) fixed-effects model, per respondent. Direct effects and interaction effects (synergy) included in the model.

Data: A series of large scale surveys (n = 27,563). Each respondent was asked about three different products. In each case, we obtained responses about media exposure and brand impression.

Estimation algorithm: Maximum Likelihood.

Researched trnd campaign format: “FMCG, Food & Co.”

Rationale: Such a multi-level model (per participant) enables the estimation of generalizable effects when the sample is heterogeneous enough, without distortion from population effects. The large sample makes it possible to also estimate the effects of media combination, in addition to the direct effects of the various media types.

This study is a preliminary report, published within the context of an on-going research collaboration between trnd AG, Europa University Viadrina and ifwom – Institute for Marketing and Word-of-Mouth Research.

Authors of the study: Dr. Florian Dost, Professor Europa-Universität ViadrinaDr. Martin Oetting, Research Director trnd AG

trnd AGWinzererstraße 47d-e80797 MunichGermany

Phone +49 89 – 307 668 250eMail beratung@trnd.comWeb www.trnd.com/company

About trnd:

trnd is the leading Technology and Service Company for Collaborative and Word-of-Mouth Marketing. trnd enables brands and companies to target and work together with their consumers using a 1:1 dialogue, and monetise Collaborative Marketing concepts in all of their business and marketing processes.

Working as the technical foundation, trnd offers the SaaS (Software as a Service) solution trndsphere™ Collaborative Marketing Suite. This allows already existing Online Platforms, CRM Systems and Communities to switch over to a collaborative engagement platform quickly and easily.

trnd has worked with many clients from a whole range of industry areas, for example: Procter & Gamble, Unilever, Henkel, Nestlé, Philips, Samsung, HTC, Microsoft, L'Oréal, Nintendo, Danone and GSK.

trnd was founded in 2005 and has more than 200 members of staff in offices in Germany, Austria, Switzerland, England, Spain, Portugal, France, Belgium, Italy, Greece, The Netherlands, Hungary, Czech Republic, Slovakia and Chile.

You can download this brochure in PowerPoint format for further usage:http://www.trnd.com/downloads

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