Andrex Moistened
Transcription
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 30 31 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’. 32 33 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. 34 35