Andrex Moistened

National Newspapers
Effectiveness Case Studies
Cosmetics & Toiletries
ROC RETIN- OX CORREXION
For more information about advertising
in national newspapers contact:
Newspaper Marketing Agency
175 Piccadilly
London W1J 9EN
020 7182 1700
www.nmauk.co.uk
Email: [email protected]
Maureen Duffy Chief Executive
Anne Foster Planning Director
Nigel Bromley Senior Marketing Manager
Grace Bowman Marketing Manager
Acknowledgements
Brand Tracking Research conducted by Hall & Partners
Qualitative research conducted by Karen Marshall
of Research Plus, Julie Davey and Fiona Bioletti
Sales data analysis by dunnhumby
Media expenditure: Nielsen Media Research
Copyright Newspaper Marketing Agency
Date of Issue: April 2006
With thanks to Xtreme Information for supplying
the advertising images:
[email protected]
SURE FOR MEN
ANDREX MOISTENED
National Newspapers
and Cosmetics & Toiletries
Adding newspapers to TV sponsorship increased
women’s brand commitment to RoC Retin-Ox Correxion
by 100% more than TV sponsorship alone.
For Sure for Men, newspapers built men’s emotional
involvement. And the campaign (in conjunction with
10-sec TV) maintained increases in brand commitment
at 38% of the initial cost of the brand re-launch.
Salient newspaper advertising delivered powerfully for Andrex
Moistened, generating brand re-appraisal amongst adults.
Newspapers helped to generate a 26% increase in sales and
34% increase in household penetration for 2 months.
Newspapers are a great opportunity for cosmetics and
toiletries brands. These case studies for RoC, Sure for
Men and Andrex Moistened demonstrate their versatility:
delivering emotional engagement, shifting brand
perceptions and increasing sales.
Our thanks go to the RoC/DDB London/Initiative, Sure for Men/Lowe/Mindshare and Andrex/JWT/Mindshare teams
who worked very closely with us to deliver these striking campaigns..
3
RoC Retin-Ox Correxion
We were delighted with these results. Newspapers
worked very well with our TV sponsorship activity
to communicate the proposition and convince
people of the superior efficacy and expertise of
RoC Retin-Ox Correxion. The ads looked good
against newspaper articles that would interest our
target consumer and people clearly found them
readable and newsworthy.
Strategic Role: Brand Values
and Brand Knowledge
HEADLINES
• Adding newspapers to TV sponsorship:
–
delivered brand commitment increase 100% higher than TV
sponsorship alone
–
boosted brand knowledge by 25% points
–
doubled perceived brand efficacy for people seeing both media
–
created significant shifts in non-user attitudes and perceptions
–
enhanced overall RoC masterbrand health
Neil Dickenson,
Marketing Director, Johnson and Johnson
4
5
RoC: The Creative Work
Newspaper creative
TV Sponsorship creative
6
7
RoC: The Detail
WHAT THE CLIENT WANTED TO TEST
THE TEST CAMPAIGN
To evaluate the effectiveness of using newspapers in conjunction with TV sponsorship to build knowledge of RoC’s superior
science, latest technologies and expertise. To assess any consequent effect on efficacy perceptions and brand values.
The campaign consisted of national newspapers and TV sponsorship in late August and
September 2005.
The research sample was chosen by the RoC brand team. The main advertising and brand metrics used were designed
and tested by Hall and Partners in NMA qualitative and quantitative research in 2004. The rest of the questionnaire was
designed by RoC and based upon their specific brand objectives.
• £0.9 m TV sponsorship (across the whole year) (Source: Initiative)
• £1.0 m Newspapers (full page colour)
CAMPAIGN OBJECTIVES
Tracking was conducted via online self-completion; with the pre-wave administered between
15th and 21st August and post-wave between 5th and 25th September.
Media
RoC’s core strategy is to gain penetration and retain newly acquired users by focusing on product news in this highly
dynamic market. The specific communications objectives were:
Newspapers
- to position RoC as the expert in anti-ageing
- to convey that RoC delivers exactly what it claims to deliver – “We keep our promises”
- to establish that RoC Retin-Ox Correxion is the most effective retinol-based skin cream you can buy
Research Dates
2005
MEDIA STRATEGY
RoC’s overall 2005 media strategy maintained an almost continuous presence in TV and magazines/newspaper
supplements across key ranges.
TV sponsorship of 10 Years Younger was chosen for its highly relevant subject matter and precision targeting.
National newspapers were selected for their high coverage of the overall target audience, and to complement TV’s
weaker performance among ABs. The RoC advertising also benefited from placement in women’s interest/lifestyle
sections of the newspapers, exploiting the target’s attentiveness and interest in new information in this area.
THE MARKETPLACE
Total UK retail sales of skincare products are estimated by Mintel to reach £1.1 billion in 2005, up by 39% on 2000
and 6% on the previous year. Facial skincare is around 55% of total market value and growing ahead of the overall
market. The anti-ageing category is buoyant, having increased by 66% since 2003. The ageing population and younger
women using anti-ageing products preventively suggest that the category will continue to experience rapid growth.
8
Pre-wave
Post-wave
The aim was to appeal to serious and demanding skincare users, who are active information seekers and disseminators.
RoC Retin-Ox Correxion was supported via TV and magazines from January to April, and TV sponsorship of
Channel 4’s 10 Years Younger from January to March. There was a four month period without advertising for the
Correxion variant before this test began in late August 2005.
TV Sponsorship
10 Years Younger
August
September
ANALYSING THE RESULTS
The following analyses of RoC’s position pre and post the campaign were undertaken:
-
Total sample
Those exposed to TV sponsorship only (SP solus)
Those exposed to Newspaper advertising only (NP solus)
Those exposed to TV sponsorship and Newspaper advertising (NP + SP)
Data is normally provided at ‘Top 2 box’ level unless specified: Hall & Partners’ metrics are
based on a 5 or 6 point scale to measure the strength of the brand relationship or advertising
response. Top 2 box is agreement at the most positive (strongest) end of the scale.
SAMPLE DETAILS
•
•
•
•
Women 35-55, ABC1
All facial moisturiser users and non-rejecters of anti-ageing skincare products
Pre-wave: 1161
Post-wave: 1162
9
RoC: The Findings
ADDING NATIONAL NEWSPAPERS SIGNIFICANTLY
STRENGTHENS BRAND COMMITMENT
Newspapers and TV sponsorship worked powerfully together to increase purchase
commitment, thus fulfilling a key strategic objective for RoC. Overall, there was a significant
increase of 5% points in commitment to purchase RoC Retin-Ox Correxion following the test
campaign. Importantly, non-category users showed an even higher 7% point rise, suggesting
RoC Retin-Ox Correxion has the potential to drive penetration of the sector.
Brand Commitment
RoC Retin-Ox Correxion
‘purchase consideration’
Pre to Post % points increase
from pre-wave at 13%
Brand Quality –
RoC Retin-Ox Correxion
‘better than the others’
Pre to Post % points increase
from pre-wave at 26%
Top 3 Box
+5
Non-users
Brand Commitment –
RoC Retin-Ox Correxion
‘purchase consideration’
Pre to Post % points increase
from pre-wave at 13%
Top 3 Box
+20
+10
+5
Total
Sample
SP solus
+27
Those who saw a combination of newspapers and TV sponsorship showed double the brand quality
score (which in this case was a specific measure of efficacy) for RoC Retin-Ox Correxion than that
of the pre-wave level. High level efficacy perceptions increased from 26% pre-campaign, to 53% post,
a rise of 27% points.
+7
Total Sample
Looking at the impact of different media, adding newspapers doubled the impact of TV
sponsorship on brand commitment – from +10 % points increase pre to post for those who
saw the sponsorship – to +20% points for those seeing both newspapers and sponsorship.
EFFICACY CREDENTIALS ARE STRONGLY
ADVANCED WITH THE ADDITION
OF NEWSPAPERS
NP + SP
Overall, the test campaign created a 4% point increase in perceived efficacy at the very highest level
(Top Box statement): ‘It’s genuinely more effective than others in a way that matters to me’ and similarly at the
Top 2 Box level.
+8
+4
Total
Sample
Post
NEWSPAPERS AND SPONSORSHIP SIGNIFICANTLY
BOOST ROC MASTERBRAND FAMILIARITY
AND INVOLVEMENT
NP + SP
Brand Familiarity and Brand
Involvement – RoC Masterbrand
Pre to Post % points increase
‘I know about them’
Familiarity
‘emotional identification’
Involvement
+27
As well as promoting RoC Retin-Ox Correxion brand health specifically, the combined media
campaign also created uplifts in RoC masterbrand familiarity and brand involvement. Overall
familiarity with RoC rose by 8% points, whilst emotional involvement increased by 4% points.
Newspapers and TV sponsorship worked equally well individually, but once again the
combined effect was significantly more favourable, with brand familiarity 27% points higher
than the pre-wave level and involvement 22% points more.
SP solus
+22
+8
+4
Total NP + SP Total NP + SP
Sample
Sample
NATIONAL NEWSPAPERS SIGNIFICANTLY BOOST
BRAND KNOWLEDGE
Brand Familiarity –
RoC Retin-Ox Correxion
‘I know about them’
Pre to Post % points increase
from pre-wave at 14%
Familiarity with the RoC Retin-Ox Correxion brand strengthened significantly by 6% points
following the test campaign. The change was again more marked among non-users of antiageing products. But it was those who had seen both newspapers and sponsorship who showed
the greatest increase in brand knowledge – 39% claimed highest levels of familiarity – 25%
points higher than the pre-campaign level.
+25
+6
10
Non-users
The most impressive image shifts focused on perceived expertise and efficacy among non-users
of anti-ageing products:
Key image dimensions –
RoC Masterbrand
Pre to Post % points difference
% agreeing that RoC…
‘Is for people who are
‘Are experts in anti-ageing’
serious about getting results’
+27
+24
• 71% of non-users agreed RoC are ‘experts in skincare’ after the test, a rise of 19% points from
pre-campaign levels
• ‘Is clinically proven to work’ rose by 12% points among the same sample
• ‘For people who are serious about getting results’ also increased by 11% points among non-users
+11
Total
Sample
NEWSPAPERS WORK HARD WITH SPONSORSHIP TO
DRIVE EXPERT IMAGE FOR ROC MASTERBRAND
NP + SP
Again, shown in the chart alongside, the effects of seeing both sponsorship and newspaper
advertising among respondents were consistently more powerful than seeing one
medium alone.
+5
+3
Total NP + SP Total NP + SP
Sample
Sample
11
RoC: The Findings
NEWSPAPER ADVERTISING ENHANCES BRAND
RELATIONSHIP
Both qualitative and tracking research concluded that the advertising used the newspaper
environment very well to achieve attention, appeal, and relevance for RoC Retin-Ox
Correxion. Brand values and re-appraisal measures were higher than those achieved at the
pre-stage by the TV/magazine campaign that ran earlier in the year.
Clarity of communication was enhanced by the clear layout of the newspaper ads, and a brief
amount of interesting and pertinent copy, helpfully sited in the top right hand-corner to be
easily processed. The creative effectively communicated key intended messages, with 68% of
women who saw the newspaper campaign agreeing that ‘RoC really does make you look younger’.
“Celebrities, everyone is Botoxed out…with these tight faces. To find a
cream you can get good skincare with seems to me the route forwards.”
“Retinol in RoC works to make your face 10 years younger.”
“Surgery is altering, it’s radical, it’s nice to think there’s an alternative.”
Source: Davey Bioletti, August 2005
NEWSPAPERS DELIVER HIGH COVERAGE
AND FREQUENCY, ESPECIALLY OF MORE
UPMARKET WOMEN
Newspapers provided high cover of the overall target market: 74% @ 4.9 opportunities to see,
versus a cumulative reach for ‘10 Years Younger’ of 34% @ 3.6 OTS for a similar media spend
(£1m for newspapers versus £0.9m for TV sponsorship) (Source: NMR/Initiative).
Both newspapers and TV sponsorship indexed highly among younger women. However,
newspapers added a much more upmarket profile, 34% of the newspaper audience was
AB (Source: NRS), compared to the TGI brand profile of 35%. In contrast, just 21% of the
C4 programme audience was AB (Source: BARB).
Media Audience:
ABC1 Women aged 30-60
C4 10 Years Younger
National Newspapers
34%
74%
OTS
3.6
4.9
AB
21%
34%
Reach
12
Conclusion
The RoC Retin-Ox Correxion case history demonstrates that newspapers
can make potent connections with a female target and use the engaging
environment to deliver an involving and brand-building campaign.
Newspapers amplified and extended the messages from the TV
sponsorship, creating significant shifts in strategically important
measures such as perceived efficacy and purchase commitment for
RoC Retin-Ox Correxion. Results also highlight the strong potential
of the activity to bring new users into the category.
The combined newspaper and sponsorship campaign also had a
powerful effect on familiarity and emotional involvement with the RoC
masterbrand, with a significant enhancement of RoC’s expert credentials.
The creative idea worked exceptionally well to communicate clearly and
credibly to a target audience that can sometimes be cynical about antiageing claims and the clever use of somewhat obfuscating language.
The use of readily recognised brand colours – the ‘RoC’ blue and gold
ensured the advertising was clearly branded; whilst the well chosen model
and black and white photography created an elegant, understated feel that
made the advertising stand out in the newspapers.
The highly pertinent connection between the ‘10 Years Younger’ TV
programme and RoC Retin-Ox Correxion’s anti-ageing proposition was
complemented by the greater coverage and persuasive product support
afforded by newspapers. Placement in the women’s interest and lifestyle
pages helped RoC stand out from other cosmetics brands – consumers
thought the campaign was surprising and helped them change the way
they thought about the brand.
13
Sure for Men
Newspapers offered us a great opportunity to
communicate with our difficult-to-reach male
target. We know they like to be informed, and are
passionate about their sport, so newspaper sports
pages provided a relevant environment. The test
showed that newspaper advertising helped build
brand values and was synergistic with TV and
sponsorship activity. Not only did each media choice
work well individually, but it was clear that the
combined effect was even more positive.
Strategic Role:
Brand Values
HEADLINES
• Newspapers generated significantly stronger brand involvement than
TV alone
• Newspapers combined with TV maintained increase in repertoire
brand commitment at 38% of the cost of the initial TV and sponsorship
campaign
• Newspapers increased Sure for Men sales in Tesco by 4% during the
advertised period and 4% in the following 8 weeks
• Adding newspapers to TV:
–
Drove improved quality perceptions compared to solus TV
–
Created significant increases in key emotional and functional
brand dimensions, such as stylish, confident, understands my needs,
innovative and rises to the challenge
–
Created greater perceived depth of information about the brand
Victoria Franks
Brand Manager, Sure for Men, Unilever.
14
15
Sure for Men:
The Creative Work
Newspaper creative
Newspaper creative
TV creative
16
17
Sure for Men:
The Creative Work
Sure for Men: The Detail
WHAT THE CLIENT WANTED TO TEST
To evaluate the effectiveness of a media combination of TV and national newspapers in
building men’s identification with and commitment to the Sure for Men brand, and to
compare this with results from an earlier TV + multi-media sponsorship campaign.
A specific aim was also to compare the results of the poster element of the sponsorship
campaign with that of national newspapers.
The research sample was chosen by the Sure brand team. The main advertising and brand
metrics used were designed and tested by Hall and Partners in NMA qualitative and
quantitative research in 2004. The rest of the questionnaire was designed by Sure and
based upon their specific brand objectives.
CAMPAIGN OBJECTIVES
In May 2005 Unilever relaunched Sure for Men, with striking new packaging and a new
communications campaign. The campaign was designed to attract new users by building brand
values and associating Sure for Men with masculinity and performance.
MEDIA STRATEGY
Sure for Men chose newspapers to reach the male user target. Placement in newspaper sports
pages assured a relevant, topical and entertaining context for the ads, and also helped create
synergy with the British Lions Rugby multi-media sponsorship campaign.
TV was also used to target men. Sponsorship was tasked with providing stature and scale
through playing off the rising popularity of rugby.
THE MARKETPLACE
Newspaper creative
Sure is the nation’s favourite deodorant in a market worth over £430 million. Unilever has
a dominant share of the total market. The male sector is growing most rapidly, but still only
represents around 41% of the market. Sure for Men is brand leader in its sector.
Outdoor creative example
British Lions Sponsorship campaign
18
19
Sure for Men: The Detail
THE TEST CAMPAIGN
NATIONAL NEWSPAPERS HELP DELIVER BRAND
COMMITMENT
The campaign consisted of TV in May, June and August; Sponsorship of the British Lions tour from May to July (using radio,
outdoor 48s, online and Sunday Times supplement promotion) and newspapers which ran between July 11th and August 7th 2005:
–
–
–
Sure for Men:
The Findings
£2.5 m TV (40”, 30”, 20” and 10”)
£1.0 m Sponsorship (48s posters, radio, Sunday Times promotion, online, PR)
£1.0 m Newspapers (full page colour)
Source: NMR
The first wave of brand tracking research took place in April to establish brand fundamentals before the re-launch campaign.
Wave 2 tracking, from 27th June to 10th July evaluated the contribution of TV and Sponsorship; Wave 3 in August measured
responses to TV and newspapers.
‘purchase consideration’
Pre to Post % points increase
from pre-wave at 55%
Top 4 Box
Over the course of the campaign, brand commitment levels remained higher than competitive
brands, with a directional increase of 2% points overall at Top 2 box (highest loyalty levels).
The relaunch campaign also increased propensity to include Sure for Men within the buying
repertoire (Top 4 box) by 8% points, such that by the end of the campaign 63% of men would
buy it at least occasionally. The initial increase was driven by the new TV and sponsorship activity,
with national newspapers and a further 10-sec TV top-up burst sustaining the momentum.
+8
-
63
63
55
Wave 1
(pre)
TV
Media
Brand Commitment –
Wave 2
Wave 3
Sponsorship activity
Newspapers
Research
Dates
Wave 2
Wave 3
2005
April
May
June
July
August
ANALYSING THE RESULTS
The following analyses of Sure for Men’s position pre and post the campaign were undertaken:
–
–
–
–
–
Brand Involvement
NATIONAL NEWSPAPERS CREATE HIGHEST
LEVELS OF BRAND INVOLVEMENT
Wave 1
Total sample
Those exposed to TV advertising only (TV solus)
Those exposed to Newspaper advertising only (NP solus)
Those exposed to TV and Newspaper advertising (TV + NP)
Those exposed to TV and Sponsorship (TV + SP)
‘emotional identification’
% points difference
from TV Solus
Unilever wanted to build men’s sense of identification with the Sure for Men brand, and tracking
indicates newspapers’ powerful effect on this dimension. Overall brand involvement built steadily
across the relaunch campaign period, ending 5% points higher than pre-campaign levels.
At Wave 3, those seeing only the newspaper ads showed significantly stronger involvement
(40% Top 2 Box score) than those seeing TV solus (24%) – a difference of 16% points.
Although the TV plus sponsorship combination at Wave 2 also affected involvement levels
more than TV alone, newspapers and TV together showed a stronger effect on people’s
emotional bonding.
+16
+11
+6
TV+SP
Wave 2
TV+NP
Wave 3
NP Solus
Wave 3
Data is normally provided at ‘Top 2 box’ level unless specified: Hall & Partners’ metrics are based on a 5 or 6 point scale to measure
the strength of the brand relationship or advertising response. Top 2 box is agreement at the most positive (strongest) end of the scale.
SAMPLE DETAILS
• Men 25-64, ABC1
• 75% fall into attitudinally specified target – ‘buy good quality/functionally superior brands’
• Wave 1: 301
• Wave 2: 766
• Wave 3: 1506
20
21
Sure for Men:
The Findings
….BY ADVANCING DISTINCTIVE EMOTIONAL
BRAND ATTRIBUTES
….BY PROMOTING SPECIFIC RATIONAL
ASSOCIATIONS
Adding national newspapers increased different aspects of emotional involvement, compared
to TV alone or TV + sponsorship:
–
Newspapers in conjunction with TV significantly boosted attributes of:
stylish, confident, sporty, they understand my needs and passionate
–
Sponsorship with TV enhanced: sporty, exciting, masculine/made for men, and passionate
Adding newspapers to TV significantly promoted ‘innovative’, ‘rises to the challenge’ and ‘expert’ brand
dimensions, compared to TV solus. This complemented the sponsorship activity, where the rugby
connection helped to create significant increases in ‘powerful’ and ‘top protection from sweat and odour.’
ADDING NEWSPAPERS STRONGLY PROMOTES
BRAND VALUES
Qualitative groups confirmed men’s positive response to the newspaper ads. They particularly
appreciated the style, impact and clarity of communication:
Response to the advertising executions shows that individually TV and newspapers achieve similar
brand values scores (TV 23% Top 2 box, Newspapers 26%). However, seeing both TV and
newspapers increases the brand values measure markedly - 40% acknowledge the advertising
helps them connect more with Sure for Men brand so they identify with it more strongly.
“The size...and it’s bold… it oozes strength.”
“Power isn’t it? It’s stronger; twice the
power… it’s going to stick in your mind.”
Tracking diagnostics show several specific strengths of seeing both newspaper and TV
advertising versus TV solus:
–
Newspaper advertising adds emotional communication, specifically, ‘speaks to me on
my level’ (+17% points compared with TV solus) and ‘cool brand to buy and use’ (+15 vs TV)
“It’s so simple and bold…. sometimes
Source: Research Plus, June 2005
less is more.”
–
Newspaper advertising further strengthens the powerful protection message
–
+3
23
TV Solus
40
26
NP Solus
TV+NP
Depth of Information
‘gives me interesting information’
Advertising response strength
Wave 3
Brand Quality
NEWSPAPERS HELP TO DRIVE BRAND
QUALITY PERCEPTIONS
‘better than the others’
% points difference
from TV Solus
Top Box
+9
+10
Again, as the chart alongside shows, multi-media combinations drove brand quality perceptions
more than TV alone, especially at the highest level, top box statement: ‘It’s genuinely better than
others in a way that matters to me’.
The advantages of including newspapers in a multi-media campaign are also evident in the
depth of information score. People seeing the TV and newspaper combination are three times
more likely to feel that the advertising gives them ‘really interesting information and all the detail I need
to consider if the brand is for me’ than people seeing any single medium. At Top 2 box level, the
depth of information score for TV + NP is 15% points higher than TV alone.
+15
42
27
TV Solus
TV+SP
Wave 2
22
+17
The Newspaper/TV combination achieved higher agreement to the statement,
‘This could have only been from Sure for Men’ (+16 vs TV solus)
NEWSPAPERS PLUS TV DELIVERS GREATER
DEPTH OF INFORMATION
The multi-media campaign had a positive effect on impressions of Sure for Men’s functional
performance. The brand quality measure increased by 7% points after TV and sponsorship
at Wave 2, and this was sustained by newspapers and TV at Wave 3. Importantly, Sure for
Men also gained clear quality leadership over major competitors, ending with a +6% point
advantage over Gillette and +10% points over Right Guard.
Brand Values
‘helps me connect with the brand’
Advertising response strength
Wave 3
TV+NP
TV+NP
Wave 3
23
Sure for Men:
The Findings
Conclusion
NEWSPAPERS DELIVER GREAT BRAND
BUILDING VALUE
The Sure for Men test demonstrates the power of a multi-media
campaign, and the specific contribution newspapers can make
in delivering brand objectives. The findings counter some of the
most traditional preconceptions about newspaper advertising.
Newspapers and short-length TV proved a cost-effective way of maintaining increases in
brand commitment and quality perceptions achieved by the preceding heavyweight TV and
sponsorship activity. The total cost of newspapers and 10-sec TV in July/August was £1.3m,
just 38% of the £3.4m cost of TV and sponsorship in May/June.
Looking at one of the specific strengths of the newspaper campaign – brand involvement –
we can see that newspapers were extremely cost-efficient at building emotional connection with
the brand. For every % point increase in brand involvement, newspapers cost £69k, compared
to £489k for the launch TV and sponsorship activity.
Newspaper Solus
vs Wave 2
TV + NP
vs Wave 2
TV + SP
vs Wave 1
Brand Involvement % point
increase vs previous wave
16%
11%
7%
Cost (£ Thousands)
1105
1304
3426
69
119
489
Cost per Brand Involvement %
point increase (£ Thousands)
NEWSPAPERS BOOST VARIANT AND
MASTERBRAND SALES
dunnhumby analysis of Tesco Clubcard data indicates that the newspaper advertising was
responsible for an increase (above other marketing activity) in Sure for Men sales of 4%
during the 5-week campaign period and a further 4% in the following 8 weeks.
The newspaper advertising also had a significant halo effect on total Sure brand sales.
Newspapers were responsible for driving a 3% increase both during and post the
campaign period.
Traditional thinking suggests that newspapers are a strictly
rational medium, inappropriate for creating emotional
connection – yet newspapers were the strongest performing,
and most cost-effective medium in creating increased brand
involvement.
Traditional thinking suggests newspapers are unsuitable
for brand building campaigns – yet the newspaper and TV
combination was particularly powerful at enhancing brand values.
Sales increase % driven by
national newspapers
Total Sure For Men
4
Total Sure brand
4
3
3
Campaign Post Campaign Post
period Campaign period Campaign
Traditional thinking wouldn’t consider that adding newspapers
could promote such values as stylish, innovative and confident.
But people have powerful emotional relationships with their
chosen newspapers, and men are particularly passionate about
reading about sport in their daily national. The simple, bold, and
accessible creative idea for Sure for Men understood and exploited
this context – and it worked successfully to the brand’s advantage.
In summary, adding newspapers was a cost-efficient way of
driving brand values and involvement for the Sure for Men brand.
Which, in turn, produced a significant uplift in sales.
24
25
Kimberly-Clark:
Andrex Moistened
The newspaper test certainly delivered positive
results for us. The key marketing objective was
to generate re-appraisal/consideration of our
moistened variant, encouraging consumers
to think about using Andrex moistened toilet
tissue as part of their everyday hygiene routine.
The newspaper campaign successfully met this
objective, contributing to a significant increase
in penetration and a record sales month, as
well as increasing the effectiveness of existing
promotional activity in store.
Strategic Role:
Re-appraisal
HEADLINES
• Newspapers played a key role in generating a big increase in sales
and penetration for Andrex Moistened for 2 months:
–
26% increase in sales of Andrex Moistened
–
34% increase in household penetration
• Newspaper advertising worked harder than magazines to
create re-appraisal
• Consumer familiarity with the brand rose significantly following
the test campaign
• Emotional involvement with the core Andrex brand was heightened
by seeing the newspaper and magazine/supplement campaigns for
Andrex Moistened
Sarah Atkins
Activation Manager, Andrex Moist, Kimberly-Clark.
26
27
Andrex Moistened:
The Creative Work
Newspaper creative – ‘Pants’
Newspaper creative – ‘Pants’
Magazine/supplements creative – ‘Pink’ and ‘Blue’
28
29
Andrex Moistened:
The Detail
WHAT THE CLIENT WANTED TO TEST
To evaluate the effectiveness of newspapers in creating greater familiarity with Andrex
Moistened, forcing re-appraisal and ultimately driving new trial. The test was compared to
a campaign in magazine and newspaper supplements featuring ‘softer’, less direct executions.
The research sample was chosen by the Andrex brand team. The main advertising and
brand metrics used were designed and tested by Hall and Partners in NMA qualitative and
quantitative research in 2004. The rest of the questionnaire was designed by Andrex and
based upon their specific brand objectives.
THE TEST CAMPAIGN
The campaign consisted of magazines and newspaper supplements during June and July 2005, followed by new creative work
in newspapers from 8th August – 11th September 2005. The pre-wave of brand tracking research took place in late May to
establish brand fundamentals. Post-wave 1 of tracking, from 23rd July to 7th August evaluated the contribution of the magazine
and supplements campaign; Post-wave 2 from 5th - 11th September 2005 measured responses to the newspaper campaign.
An online forced exposure test also took place separately in November 2005 among non-recognisers of the advertising to help
pull apart the effects of different creative executions versus the effects of the different media used.
Magazines/Newspaper
Supplements
Media
CAMPAIGN OBJECTIVES
The campaign was designed to attract new users aged 25-44 by increasing awareness and
understanding of the benefits of using Andrex Moistened in addition to dry toilet paper.
A ‘challenger’ approach was required to make people re-appraise their toileting habits and
to differentiate from feminine wipes.
Newspapers
Pre-wave
Research
Dates
Post-wave 1
Post-wave 2
2005
May
June
July
August
September
MEDIA STRATEGY
The target audience was defined as hygiene-conscious ABC1 men and women aged 25-44,
60% with children. Andrex chose national newspapers to build high reach quickly among both
male and female potential users. The newspaper environment was also ideal for advertising
with a sense of news, which aimed to make people re-think attitudes and behaviour.
Magazines build reach more slowly, and provide lower coverage than newspapers. Newspaper
supplements were therefore added to the earlier magazine campaign to help increase reach.
THE MARKETPLACE
Andrex is the 7th biggest brand in the UK, and the No1 non-food brand. It is worth
£290million. The total UK toilet tissue market is worth approximately £884million.
The moist category was launched around a decade ago, but has witnessed slow growth. It is
currently worth around £11.9m. 11% of UK households currently buy a Moistened toilet
tissue and 11.6 million packs are sold annually. Andrex has a 50% share of this market.
ANALYSING THE RESULTS
The following analyses of Andrex Moistened position pre and post the campaign were undertaken:
-
Total sample
Those exposed to Magazine/newspaper supplement advertising only (M/S solus)
Those exposed to Newspaper advertising only (NP solus)
Those exposed to Newspaper and magazine/supplement advertising (N+M/S)
Data is normally provided at ‘Top 2 box’ level unless specified: Hall & Partners’ metrics are based on a 5 or 6 point scale to measure
the strength of the brand relationship or advertising response. Top 2 box is agreement at the most positive (strongest) end of the scale.
SAMPLE DETAILS
• ABC1 Adults aged 25-44 – 50% men, 50% women
• 60% with children / 40% without children
• Quota for moist category usage – 100 per wave
• Pre-wave: 198
• Post-wave 1: 768
• Post-wave 2: 800
Online forced exposure test among ABC1 females aged 25-44 who had not previously seen the campaign
• Cell 1: 159 exposed to newspaper ads in newspaper context
• Cell 2: 152 exposed to magazine/supplement ads in newspaper context
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Andrex Moistened:
The Findings
Andrex Moistened –
Sales Response
August/Sept 2005
versus Jan/July 2005
NATIONAL NEWSPAPERS HELP DRIVE
BRAND SALES AND PENETRATION
Andrex Moistened recorded its highest ever sales month in August 2005 with sustained
increases starting soon after the newspaper advertising campaign broke. The total sales
uplift for August/September 2005 was 26% compared to January -July. There was heavy
promotional activity in store during this period, but client analysis indicates that the newspaper
advertising both drove sales itself AND helped increase the effectiveness of the promotions
(Source: Kimberly-Clark).
Andrex Moistened brand penetration rose by 34% in August/September, compared to
January-July levels (Source: Nielsen). A further indication of new users coming into the category
was that the most significant increases were in tubs, rather than refill packs.
+34%
+26%
-
Sales Uplift
Penetration
Increase
Advertising Response
– Likelihood to Trial
NATIONAL NEWSPAPERS PROMPT DESIRE TO TRIAL
More Likely %
17%
14%
Brand commitment remained stable across the test – which indicates that the purchase
intentions of existing Andrex Moistened users were not affected.
5%
M/S
NP
65% of those seeing newspaper ads thought they were ‘surprising’ to some extent;
whereas 47% of the magazine/supplement sample registered any surprise
30% of the newspaper recognisers said the ads were both surprising and changed the way
they thought about the brand compared to just 17% of the magazine/supplement sample.
Overall awareness levels remained stable, and other measures actually indicated a consumer
preference for the softer, more feminine ads. It is therefore highly likely that the sales success
generated by national newspapers was driven by the newspaper campaign’s success at driving
this re-appraisal.
ADDING NEWSPAPERS INCREASED
BRAND KNOWLEDGE
Less Likely %
19%
M/S
NP
Re-appraisal
‘It’s surprising…changes
the way I think’
Advertising response strength %
A key objective for Andrex Moistened was to stimulate high levels of re-appraisal. The
newspaper ‘Pants’ ads were significantly more salient and surprising than the magazine/
supplement ‘Pink’ and ‘Blue’ executions:
-
In comparison, the earlier magazine/supplement advertising in June/July had a much less
marked effect, although sales did gradually increase across that period as well.
The two different campaigns prompted very similar levels of impact on likelihood to trial
– 17% of those seeing magazine/supplement ads were more likely to try Andrex Moistened,
compared with 19% for those seeing the later newspaper campaign.
NATIONAL NEWSPAPERS MOST POWERFUL
AT DRIVING RE-APPRAISAL
30%
17%
M/S
‘Pink’, ‘Blue’
Post-wave 1
Brand Familiarity
‘I know about them’
Pre to Post % points increase
from pre-wave at 13%
Brand familiarity increased significantly over the course of the campaign, by 6% points overall.
Newspaper advertising built on increases in perceived brand knowledge achieved by the
magazines/supplements.
This heightened understanding of the brand fulfilled a key objective for Andrex Moistened.
Claimed awareness is high, (around 63%), which reflects in part the fame of the Andrex parent
brand. But appreciation of Andrex Moistened’s ability to leave you feeling cleaner and fresher
than dry paper alone is critical to increasing usage. Spontaneous communication responses
showed that the newspaper ‘Pants’ advertising campaign communicated this key benefit more
single-mindedly than the ‘Pink’ and ‘Blue’ magazine/supplement executions.
NP
‘Pants’
Post-wave 2
+6
+4
19
17
13
Pre-wave
Post-wave 1 Post-wave 2
NEWSPAPERS HELP CREATE CURRENCY
The newspaper ads clearly created a talking point in themselves, with discussion subsequently
featured in the national newspapers as well as the marketing press. A minority (13%), primarily
women, found the directness of the creative idea too personal, or even distasteful. This was
higher than the 2% making adverse comments about the ‘Pink’ and ‘Blue’ ads which ran in
magazines and supplements. However tracking showed the majority of people seeing the
newspaper ads were not offended – indeed 56% agreed the advertising ‘made me smile’.
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Conclusion
Andrex Moistened:
The Findings
NEWSPAPERS WORKED BY APPEALING MOST
STRONGLY TO MEN
Whilst women were more positive about the tone of the ‘Pink’ and ‘Blue’ magazine/supplement
campaign, men were more appreciative of the humour of the newspaper ads:
-
62% of men seeing newspaper ‘Pants’ ads said the ads ‘made me smile’ compared
to only 44% of women
Conversely, 66% of women seeing the ‘Pink/Blue’ magazine/supplement ads agreed
they ‘made me smile’ but only 41% of men agreed
Advertising diagnostics
‘It made me smile’
Advertising response strength %
56
NP
Pants
62
44
52
M/S
Pink/
Blue
41
66
Total Sample
Men
Women
Brand Involvement –
Andrex core brand
ANDREX MOISTENED CAMPAIGN
STRENGTHENED EMOTIONAL INVOLVEMENT
WITH CORE ANDREX BRAND
‘emotional identification’
Pre-wave to Post % points
difference
Andrex is one of the biggest and best loved brands in the UK, so it was important to check the
impact of the Andrex Moistened activity on core brand bonding. Brand involvement remained
consistently high over the test period, with around half the sample agreeing with the Top 2 Box
statements on the involvement scale.
Analysis of responses among those seeing the test campaigns showed that the highest measure
of brand involvement – a massive 71% at Top 2 box – was recorded for those seeing both of
the Andrex Moist campaigns.
The ‘Pink’ and ‘Blue’ ads that ran in magazines and supplements were much more in keeping
with people’s expectations of Andrex. So it is not surprising that those seeing those ads felt
more connected. However, those who only saw the later newspaper campaign also improved
their emotional involvement with the core brand.
+1
+6
+17 +22
65
49
Prewave
50
71
55
PostNP
wave 2 Solus
M
Solus
NP+
M/S
This case study demonstrates how the combination of impactful,
challenging creative and the newsworthiness of the national newspaper
medium provided an immediate and significant new sales momentum
for Andrex Moistened – sales increased by 26%.
Qualitative research and most tracking scores indicated that the softer
approach was ‘safer’ and less polarising. But the newspaper campaign
used the saliency of the medium and the ads themselves to generate
genuine, high level re-appraisal that ultimately led to a markedly higher
sales response.
People learn their personal hygiene behaviour in very early childhood
and thereafter it tends to be a taboo subject, given as little conscious
consideration as possible. The Andrex Moistened newspaper campaign
needed to be disruptive in order to make people question their routine.
It was perhaps inevitable that some people felt uncomfortable, however
sensitively and light-heartedly the subject was raised, but the risks were
clearly outweighed by the rewards of increased trial. Moreover, there
was significant reassurance that the newspaper advertising for Andrex
Moistened, whilst different and surprising, also served to enhance
the core brand relationship.
Newspaper editorial provided great stand out for the ads and conveyed a
real sense of news to a sector that was well-established, but not previously
considered relevant to the majority of the target audience.
In summary, national newspapers were the ideal medium for bringing
the solution to better bottom cleanliness to people’s attention and thereby
delivering new users and new sales impetus for Andrex Moistened.
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