Newsworks Dairylea effectiveness study
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How did newspapers help get mums to take a fresh look at the Lunchables range and how did the campaign boost sales?
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Newsworks Dairylea effectiveness study
- 1. The Proof 1 The business case for newspaper advertising as part of the media mix
- 2. 2 Karine Chik Marketing Manager, Dairylea Lunchables “National Newspapers played a key role in the re-launch of Dairylea Lunchables. We wanted mums to take a fresh look at the Lunchables range and understand it has improved nutritionals and is a better sandwich alternative for kids than before, whilst still being fun and convenient. By using several, single-minded executions, the newspaper ads enabled us to communicate the brand’s improved nutritional credentials. The brand tracking indicates that the newspaper ads not only communicated in their own right but also strengthened the performance of the TV campaign, improving takeout of key messages. Pleasingly there was also some evidence that the newspaper campaign boosted sales, bringing in new trialists during the campaign and for a short period afterwards..” Dairylea Lunchables The client’s view
- 3. 3 Newspapers drove 10.5% sales uplift during and 7.6% post campaign Newspapers triggered 13.4% uplift in new customers Adding newspapers delivered 3 times the increase in buying Brand involvement up 6% points with TV + NP Adding newspapers significantly improved response to the TV ad Adding multiple newspaper executions increased Call to Action by 175%, created 4 times the emotional Brand Values and doubled Re-appraisal Dairylea Lunchables Headline results
- 4. 4 Dairylea Lunchables Test Hypothesis: Newspapers are perfect partners to TV TV and national newspapers are the perfect partnership They are processed in different but complementary ways: TV is more passive, newspapers involve active processing Both media are heavily consumed in the evening Media profiles are complementary Together, the brand impact should be stronger than either medium separately
- 5. 5 Dairylea Lunchables The creative work Newspaper creative TV creative
- 6. 6 Dairylea Lunchables Test detail Media Plan Feb Mar Apr May £m Media Target audience: Female shoppers with children aged 5-10 TV – 30 sec 1.1 Newspapers 1.3 Research Dates Millward Brown Pre-wave Post wave Research sample: Mums with children aged 5-12 Media Source: NMR/BARB/NRS 528 TVRs Campaign objectives To re-launch Dairylea Lunchables as the sandwich alternative that’s nutritionally balanced and fun, by communicating that the range is wholegrain, contains calcium and has no artificial colours. 450 GRPs
- 8. 8 Dairylea Lunchables National newspapers drive extra 10.5% sales uplift Source: dunnhumby Newspaper advertising effect on Sales % increase During Post 10.5 7.6
- 9. 9 Dairylea Lunchables Newspaper advertising brings in new buyers Source: dunnhumby Newspaper Advertising effect on New Trialists % increase relative to control 13.4
- 10. 10 Dairylea Lunchables Three times the increase in buying by adding newspapers Dairylea Lunchables Buying Bought in last 12 months % Pre to Post % points increase 59 52 47 66 57 45 Pre-wave Post-wave +2 +5 +7 Pre-wave Post-wave Pre-wave Post-wave TV solus Any NP TV + NP
- 11. 11 Dairylea Lunchables Brand commitment increased Brand Commitment Likelihood to choose Pre to Post % points increase – Top 2 Box% 4746 51 40 Pre-wave Post-wave +6 +4 Pre-wave Post-wave TV solus TV + NP
- 12. 12 Dairylea Lunchables Stronger brand involvement with TV + newspapers Brand Involvement Someone I like Pre to Post % points increase – Top 2 Box % 48 42 27 54 45 27 Pre-wave Post-wave +0 +3 +6 Pre-wave Post-wave Pre-wave Post-wave TV solus Any NP TV + NP
- 13. 13 Dairylea Lunchables TV and newspaper combination shifts brand image Brand Image % endorsing Dairylea Lunchables Pre to Post % points increase Made from natural ingredients Good value for money A high quality brand 0 3 13 66 0 TV solus TV + NP
- 14. 14 Dairylea Lunchables Newspaper ads achieve double print recognition Recognition – Newspaper ads % recognising Dairylea Lunchables 20 40 Millward Brown Print Norm (326 ads)
- 15. 15 Dairylea Lunchables Simple imagery, clear branding & vivid colour assist standout Newspaper ads - % agreeing Very eye-catching I’d stop and look at rather than turn the page 80 61 42 95 MB UK NormDairylea Lunchables
- 16. 16 Dairylea Lunchables Seeing newspaper ads makes TV ad more engaging Pleasant GentleIrritating Soothing Unpleasant Disturbing Millward Brown – TV Involvement Diagnostics Millward Brown Norm (Base: 698 TV ads) -+ Added effect of NP +5 +15 Recognise TV only Distinctive Interesting Weak Ordinary Boring Involving Recognise TV + NP -15
- 17. 17 Dairylea Lunchables Adding newspapers increases TV branding Branding Definitely remember ad was for Dairylea Lunchables % TV solus 69 90 76 70 TV + NP Any NP TV + NP TV ad Newspaper Ads +20 +7
- 18. 18 Dairylea Lunchables Newspaper ads enhance TV ad take-out TV Advertising Strongly suggests % answering Added effect of NP TV + NPTV solus Contains calcium Contains wholegrain Contains no added colourings or flavours New and improved range 55 32 -2 +4 +6 +17 Substantial enough to replace sandwich +23 73 56 75 69 84 80 86 88
- 19. 19 Dairylea Lunchables Multiple executions communicate powerfully Newspaper Advertising Strongly suggests % answering 77 67 63 64 41 Contains calcium Contains wholegrain Contains no added colourings or flavours New and improved range Substantial enough to replace sandwich
- 20. 20 Dairylea Lunchables Newspaper ads strengthen TV performance Response to TV ads % agreeing 65 86 77 86 73 82 70 88 80 TV + NPTV solus 74 Contains calcium Contains wholegrain Contains no added colourings or flavours New and improved range Substantial enough to replace sandwich
- 21. 21 Dairylea Lunchables Newspapers provide strong call to action Advertising measures – Call to action Gives me a reason to go out and buy Top Box % - agree strongly % TV solus 38 TV + 1 NP ad 20 55 TV + 2 or 3 NP ads
- 22. 22 Dairylea Lunchables Depth of information enhanced by media combination Advertising measures – Depth of information Gives me enough information to decide Top Box - agree strongly % TV solus 51 TV + 1 NP ad 40 65 TV + 2 or 3 NP ads
- 23. 23 Dairylea Lunchables Re-appraisal doubled by adding newspapers Advertising measures – Re-appraisal Surprising and gets me to think differently Top Box - agree strongly % TV solus 43 TV + 1 NP ad 28 57 TV + 2 or 3 NP ads
- 24. 24 Dairylea Lunchables Emotional engagement enhance by relevant editorial Advertising measures – Brand Values Helps me to connect and identify more strongly Top Box - agree strongly % TV solus 45 TV + 1 NP ad 14 55 TV + 2 or 3 NP ads
Notes de l'éditeur
- National newspapers made a significant contribution to the relaunch of DairyleaLunchables, driving sales through encouraging new trial and forcing re-appraisal. Newspapers drove a 10.5% incremental sales uplift for DairyleaLunchables during the campaign and a further 7.6% in the 10 weeks post campaignThe newspaper advertising successfully triggered trial of the new range, with a 13.4% uplift in new customersTV and newspapers in combination delivered an increase in buying three times higher than TV on its ownBoth newspapers solus and newspapers in combination with TV increased brand involvement, whereas with TV solus there was no changeAdding National Newspapers improved response to the TV ad, making it more engaging, significantly better branded, and enhancing communicationAdding multiple newspaper executions increased Call to Action by 175%, created 4 times the emotional brand connection and doubled brand Re-appraisal, compared with TV solus
- TV and National Newspapers are the perfect partnership. They are processed in different but complementary ways: TV is more passive, whereas newspapers engage active processing. Both media are heavily consumed in the evening. Media profiles are complementary: newspapers compensate for the inherent weaknesses of commercial TV in London/South and among younger, more upmarket consumers. Together, the brand impact should be stronger than either medium separately.
- The campaign consisted of TV plus 3 full page newspaper ads.
- The research methodology used was pre-post tracking by Millward Brown among the same respondents (brand/category interest disguised at pre-stage), to measure changes among people seeing different media and account for any existing predispositions of any media group.
- Newspapers alone powered a 10.5%* sales uplift for DairyleaLunchables, during the campaign, and a further 7.6% rise in the 10 week post period. Analysis by dunnhumby measured this newspaper effect as incremental to any increases due to TV and promotions.Sales analysis was conducted by dunnhumby using anonymisedClubcard data. Two samples were matched on a range of criteria – including demographics, frequency of shopping and spend in Tesco, sector buying patterns, brand buying patterns pre-test period. The only difference between the Control sample and the newspaper sample was that the Newspaper sample had bought a newspaper carrying the relevant ad in Tesco. Estimates are conservative, as Mums in the Control sample may have bought newspapers outside Tesco and been exposed to the ads.
- A primary re-launch objective was to encourage new buyers to the new Lunchables range. National newspaper advertising successfully triggered trial of the new range, with a 13.4% uplift in new customers.
- Millward Brown tracking also showed that the combination of TV and Newspapers increased buying by 7% points – more than 3 times the increase generated by TV solus.
- Likelihood to choose DairyleaLunchables at the next buying occasion increased by 4% points among recognisers of both TV and newspaper ads. TV solus recognisers, who were a lot less likely to purchase pre-campaign, added 6% points in brand commitment.
- TV and newspapers in combination worked hard to improve an already strong emotional connection between mums and the DairyleaLunchables brand. TV solusrecognisers were much less strongly attached and TV advertising alone did not affect involvement.
- Brand image is often difficult to shift, particularly when attitudes are entrenched and a brand has suffered adverse publicity. For the re-launch of DairyleaLunchables, with improved nutritional credentials, the greatest shifts in brand image were attained by TV and newspapers in combination.
- TV creative was enjoyed by recognisers, however recognition was below norm. By contrast, newspaper executions achieved double the print recognition norm.
- Millward Brown’s involvement diagnosis ‘wheel’ shows how actively engaging ads are perceived to be by consumers. The preferred territory for most ads is the top of the wheel, where descriptors are both active and positive. The worst position for standout and involvement is the passive negative area at the bottom of the wheel. The grey shaded area represents the norm for TV ads (Newspaper ads have only been measured on this scale this year so no norms are yet available). The newspaper ads for DairyleaLunchables were equally as engaging as the TV ad. Moreover, mums who saw the newspaper campaign found the TV ad much more involving and interesting than mums who only saw the TV ad.
- Similarly, TV communication was significantly improved if people had also seen the newspaper ads. In particular, seeing newspaper ads alerted people to the implicit nutritional message inherent in oat-based cereal.