How Online Affects Offline Purchases

How Online Affects Offline
Purchases
Case Study: P&G
Video Coupons within Facebook
©2012
Watching more video online
• 34.2 million UK internet users saw a total of nearly 8.4 billion videos
in January 2012.1
• 46% of online video viewers said that if an online video mentions a
new product or brand, they're likely to look that brand up
afterwards.2
• About half of consumers who follow brands on social channels said
if a brand posts a video online they are “somewhat likely to watch it.”
2
1. Comscore
2. Digitas study was conducted in partnership with Harris
©2012
Interactive Video Works
• Interactive video becoming more
popular with number of providers
now in the market and more
brands testing the technology
• We had seen some incredible
success with retailers such as
Jaeger
–
–
–
–
Over 45 items encoded
27% Engagement
13% click through
Average shopping basket
increased by 300%
http://www.linkto.tv/c
asestudies/casestudy
/client/jaeger
©2012
P&G Case Study Background
• We’d previously worked with P&G encoding
existing branded content with our LinkToTM video
technology to enable viewers to click on
hotspots to add featured products into a
shopping basket from a choice of retailers.
©2012
P&G Case Study Background
(1)
• Pilot campaigns included those for:
1.
2.
Pantene website encoding existing
Hair Make over videos offering
choice of retailers to purchase
highlighted products from.
Within Custom Channel on
(2)
YouTube for Nice’n’Easy –
hotspots geo-targeted so that
viewers from US, UK or Ireland
would be directed to a choice of
different retailers where they could
purchase the product from.
http://www.youtube.c
om/niceneasyvideos
(US links)
http://niceneasy.linkto
.tv/channel_us.html
©2012
P&G Pilot Results
• Not highest quality videos
• Hotspots were after though
• Yet engagement still high, i.e., large % of viewers clicking on
hotspots for information and clicking through to retailer sites.
• However, level of purchase was low.
• Unlike Jaeger example with high ticket items, would you buy a bottle
of shampoo unless doing weekly shop?
• Therefore whilst interactive video proved significant success in
increasing online basket size for higher value products, success
wasn’t proving as strong for shampoo!
©2012
Driving Offline Purchase?
• Challenged by P&G to integrate LinkTo technology into existing
couponing system.
• Could we then encourage viewers to click to print money-off
coupons to redeem offline in-store.
• Also had to consider videos we were going to be working with were
extremely short in duration, such as 10s, and so actual products
may not be on screen long enough to allow viewer the time to click
on an interactive hotspot over them.
• Therefore developed a bespoke version of our video player to
enable the YouTube video to display a data collection screen
automatically at the end of the video
©2012
Coupon Usage is Mainstream
• 9 out of 10 shoppers redeem coupons occasionally or regularly
% of UK shoppers who redeem coupons
100%
90%
86%
88%
2010
2011
80%
70%
60%
50%
Source: fast.MAP / IPM 2011 Marketing-GAP Survey
©2012
Online is the Fast Growing Coupon Distribution
Channel
• 57% of consumers have printed a coupon from the internet and 82%
who haven’t would be willing to do so
Have you printed a coupon
from the internet?
41%
Yes
57%
No
Don't Know
Source: You Gov Sixth Sense, April 2011
©2012
If No, are you willing to print a
coupon from the internet?
90%
80%
70%
60%
50%
40%
30%
20%
10%
0%
82%
18%
Willing
Not Willing
Enhancing Digital Consumer Engagement
Printable coupons play a powerful role in enhancing digital consumer engagement
Actions consumer would take if a coupon was available
Click on a search result
19%
Click on an online ad
22%
Like a brand's Facebook page
24%
Visit a brand website
42%
Open an email
48%
Visit retailer's site
52%
0%
Source: You Gov Sixth Sense, April 2011
©2012
10%
20%
30%
40%
50%
60%
P&G Case Study: Febreze
• Used series of existing Febreze TV ads and branded
video content
• FebrezeUK’s Facebook page chosen as it was a smaller
community than other P&G branded Facebook pages
but with just over 15,000 ‘likes’ at the time of the
campaign going live, was seen as a large enough
sample to test the new technology.
©2012
LinkTo with Couponstar
©2012
Febreze Results
• Results
– 92% increase compared to P&G coupon engagement
benchmarks.
– When posted through the Febreze UK Facebook wall,
click to print a coupon reached over 50% of views, a
record high for any pilot campaign.
• Shortlisted as Brand Innovator of the year with
Marketing Week
©2012
Febreze Redemption Comparison
Printing a coupon is a
sign of purchase intent –
therefore likely to be
redeemed
Video enhances
engagement AND
likelihood to redeem
Coupons Printed to Redemption Rate %
60%
55%
50%
40%
30%
30%
20%
10%
0%
Coupons.com Average
©2012
Febreze Video Coupon
This has been one of the most successful pilots to be
tested in the Innovations team over the past couple of
years. The functionality optimises existing properties to
drive trial, which is a core objective of ours, and
furthermore is scalable across our portfolio.
Ben Tatlow, P&G
©2012
Now across other brands: Fairy
http://www.facebook.com/fairyd
ish?sk=app_309459835747420
©2012
Why Use Coupons within a Video?
• Measurably drive offline purchase in a “bricks & mortar”
store
• Increase propensity to view the video
• Enhance engagement through interaction
• Collect customer data easily
• Insights – track consumer engagement through to
redemption in-store
• Support core messaging with call to action to purchase
• Increased likelihood for consumer to purchase – instant
reward
©2012
Lead generation for offline sales
•
•
•
•
Belmont Thornton wanted to ‘own’
the search ‘How To Make a PPI
Claim’
Instant claim from any site where
video is embedded
Tagged supporting editorial copy
Aggregated to highly indexed
media owner sites, personal blogs
and through social media
http://www.linkto.tv/casestudies/cas
estudy/client/belmont_thornton
©2012
Google ‘how To make a ppi claim’
http://www.youcouldsave.co.uk/how
-to-make-a-ppi-claim-paymentprotection-insurance/
©2012
Any questions?
Thanks!
E: [email protected]
M: 07775702076
T: 0207253888
Twitter: @russgoldsmith
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Skype: russell.goldsmith
©2012