Seven Seas: Case Study
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See how the supplement brand used newspapers to attract new users and strengthen the relationship with its existing customers.
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Seven Seas: Case Study
- 1. The Proof 1 The business case for newspaper advertising as part of the media mix
- 2. 2 Once again the effectiveness study has provided us with a rich amount of information that will help us plan our future media activity. Conducting a second study has shown us the long-term benefits of newspaper advertising. Tony Parkin Strategic Planning and Development Manager, Seven Seas This is the second time we have worked with the NMA, and once again we have seen strong results. The research clearly demonstrates the benefits of brand advertising in national newspapers. Sarah Day Marketing Manager, Cod Liver Oil Seven Seas The client’s view
- 3. 3 Why newspapers for Seven Seas? This is the second year Seven Seas have tested their newspaper campaign. The findings from the previous test proved that newspaper advertising builds brand equity and delivers sales uplifts. Seven Seas Headline results Newspaper readers increase purchasing of Seven Seas The increase in spend on Seven Seas products by newspaper readers was almost double that of non-readers. The increase in penetration was a third greater among those exposed to the newspaper campaign. Newspapers drive web traffic The number of visits to Seven Seas’ website rose by 30% during the campaign. Page views to JointAge Calculator doubled on days when there was newspaper advertising. Newspapers built brand equity over the two campaigns Competitive advantage increased by 16 percentage points compared to pre 2009 campaign. Awareness, familiarity and consideration all improved over the two campaigns. +16 Percentage points +30% JointAge Calculator page views x2 x2 Sales uplift readers vs non readers
- 4. 4 Seven Seas The creative work
- 5. 5 Seven Seas The creative work Strong creative impact leads to high recognition Recognition – Newspaper ads % recognising Seven Seas 29 Millward Brown print norm (326 Ads) 20
- 6. 6 Seven Seas The creative work The newspaper ads are extremely impactful and well-branded Newspaper ads % agreeing Definitely remember ad was for Seven Seas Very eye-catching I’d stop and look rather than turn the page 73 47 62 95 84 52 Seven Seas Millward Brown Norm
- 8. 8 Seven Seas 2010 campaign launched amid negative glucosamine PR 4 weekly glucosamine sales £000s
- 9. 9 Which of the following statements best describes your thoughts about the report % answering 28 32 32 Seven Seas BMJ findings also impacted perceptions The report put me off buying glucosamine products I use glucosamine for prevention rather than cure, so the report was not relevant I disagree with the research and believe that glucosamine is effective
- 11. 11 Seven Seas Newspapers readers increase in spend is double that of non-readers Seven Seas value sales 12 w/e 05th Dec 10 vs. pre-period (12 w/e 12th Sep 10) £000s Newspaper readers Non-readers +34% +18% Pre-period During/post
- 12. 12 Seven Seas Seven Seas grew market share by 35% more among newspaper readers vs non-readers Seven Seas value sales 12 w/e 5th Dec 10 vs. pre-period (12 w/e 12th Sep 10) % Pre-period During/post Newspaper readers Non-readers +31% +23%
- 13. 13 Seven Seas Penetration increases by 28% among newspaper readers Seven Seas penetration 12 w/e 5th Dec 10 vs. pre-period (12 w/e 12th Sep 10) % Pre-period Newspaper readers Non-readers +28% +21% During/post
- 14. 14 Seven Seas Newspapers readers increase average weekly purchase Seven Seas average weekly purchase 12 w/e 5th Dec 10 vs. pre-period (12 w/e 12th Sep 10) £s Pre-period Newspaper readers Non-readers +7% -1% During/post
- 15. 15 Seven Seas Newspapers drive web traffic Seven Seas web traffic Visits Pre-campaign +30% 4973 6471 During campaign
- 16. 16 Seven Seas Newspaper insertions double page views JointAge Calculator web traffic Page views During campaign – days with no ads +121% 1100 2428 During campaign – days with ads
- 17. 17 Seven Seas Spontaneous awareness increased significantly Spontaneous awareness Pre to post % points increase Top 2 Box % Total +23 Users who recognise NP Non-users who recognise NP +25 +20 Pre-wave Post-wave
- 18. 18 Seven Seas Newspapers enhance consideration Brand commitment – Likelihood to choose Pre to post % points increase Top 2 Box % Total +8 Recognise NP Non-recognisers +22 +1 2009 Pre-wave 2010 Pre-wave 2010 Post-wave
- 19. 19 Seven Seas Newspaper campaign boosts brand equity and creates competitive advantage Brand Dynamics equity analysis post-wave % points change on pre-wave Bonding Advantage Performance Relevance Presence Recognise NP 38 11 44 49 58 vs. pre-wave 2009 +16% +16% +16% +16% +16%
- 20. 20 Seven Seas Highly engaging newspaper creative Newspaper involvement diagnostics Distinctive Interesting Soothing Pleasant Gentle Weak Dull Boring Irritating Unpleasant Disturbing Involving Norm: 61 NP ads Recognise NP (Each axis 0-80%)
- 21. 21 Seven Seas Campaign produces very positive emotional and rational response Response to newspaper ads % agreeing Millward Brown Norm 50 36 45 71 51 79 Contained new information 36 Contained different information Points made were relevant Points made were believable Made brand more appealing Made me more likely to buy Seven Seas 71 89 91 84 80
- 22. 22 Seven Seas Re-appraisal is strengthened by multiple executions Advertising measures – Re-appraisal Surprising and gets me to think differently Top 2 Box % 1 Newspaper ad 69 73 78 2 Newspaper ads 3 Newspaper adsRecognise:
- 23. 23 Seven Seas Strong call to action boosted by multiple executions Advertising measures – Call to action Gives me a reason to go out and buy Top 2 Box % 1 Newspaper ad 69 84 83 2 Newspaper ads 3 Newspaper adsRecognise:
- 24. 24 Seven Seas Emotional connection with Seven Seas JointCare is strengthened by multiple executions Advertising measures – Brand values Helps me connect and identify more strongly Top 2 Box % 1 Newspaper ad 73 84 87 2 Newspaper ads 3 Newspaper adsRecognise:
- 25. Seven Seas 25 The media rationale
- 26. 26 Seven Seas Newspapers closely match brand profile Analysis by social grade % Profile of Vitamin & Mineral users 18 Heavy NP readers Heavy TV viewers Source TGI 2011 Q1 51 31 23 52 25 35 50 15 AB C1C2 DE
- 27. 27 Seven Seas National newspaper readers are big spenders Expenditure on vitamin & mineral supplements £ per household 2010 Source Kantar World Panel 52wk average 26 Dec 10, HH (000s) 7,064 for heaviest TV , 7,729 Freq NP quals 1370, Mids 1907, Pops 3522, Online NP 1,233. Note Online NP data also built in to newspaper groups Total Market Heaviest 1/3 TV Frequent Newspaper readers Frequent Quality NPs Frequent Mid-market NPs Frequent Popular NPs Frequent Online NPs £1.84 £1.36 £2.24 £2.44 £2.83 £1.62 £2.58
- 29. 29 Newspapers are the perfect environment for healthcare ads, as they provide a large, highly engaged and responsive audience who spend heavily on healthcare brands Newspapers create a strong emotional response among readers, which helps build brands and influence buying decisions Relevant editorial heightens audience engagement and interest Newspapers’ immediacy drives sales response Seven Seas Test hypothesis
- 30. 30 Seven Seas Test detail Media Plan Sep 10 Oct 10 Nov 10 £m Media Target audience: ABC1C2 Families National Newspapers 0.6 Research Dates Millward Brown Pre-wave Post wave Sample: 711 adults aged 45+ who buy vitamins/supplements nowadays. ABC1C2 social class plus E social class if in receipt of private pension Media Source: NMR/BARB/NRS 410 GRPs Campaign objective Attract new users to joint care supplements category, and build Seven Seas joint health expertise credentials. At the same time strengthen loyalty among users.
Editor's Notes
- These eye-catching Seven Seas ads achieved good levels of recognition
- The ads are extremely impactful and well branded.Placement in the health pages of newspapers allowed Seven Seas to benefit from the engagement of readers in relevant editorial copy. Research carried out for NMA News:Healthcare special* by BMRB in 2009 shows that 88% of regular newspaper readers are interested in health editorial, and 38% are very interested in health articles and sections.
- The campaign launched on the same day that research conducted by the BMJ was released. The findings claimed that glucosamine does not cure joint problems.Glucosamine is promoted for prevention rather than cure. However, the findings did have an impact on the glucosamine market.Following publication the glucosamine market saw a 22% drop in sales.
- 25% of the sample had heard about the findings. And of these nearly a third had been put off buying glucosamine products.
- Kantar Worldpanel analysed Seven Seas sales for the 12 week period during and after the newspaper advertising, and compared this to a 12 week pre-period. Despite the negative publicity purchasing among newspaper readers increased by 34%, almost double the increase by non-readers.
- During the 12 weeks ending 5th December, Seven Seas’ share of the glucosamine and adult vitamin market increased by 31% among newspaper readers. Over a third more than the value share increase attributed to non-readers.
- In the 12 week period during and after the campaign new buyers were attracted to the Seven Seas range. Overall penetration increased by 28% among newspaper readers a third more than those not exposed to the campaign.
- Newspaper readers increased their weekly spend by 7% compared to a drop of 1% by non-readers.
- Sophus3 carried out analysis of traffic to Seven Seas website. They compared traffic during the campaign to data collected a month before.Traffic increased significantly throughout the campaign and resulted in greater consumer engagement. Number of visits increased by 30% during the campaign period.
- Page views of the JointAge Calculator more than doubled on days when advertising appeared in the national newspapers.Research carried out by BMRB in 2009 showed that 78% of respondents often look something up on the internet after reading about it in a newspaper.
- The campaign has significantly increased spontaneous awareness both among Seven Seas users and non-users.
- The newspaper advertising had a positive impact on future buying intentions. Likelihood to choose rose by 9% points among recognisers. This built on the success of the 2009 campaign with a 22% point increase from the 2009 pre-wave.
- Brand Dynamics analysis measures brand equity, describing the customer’s journey to loyalty (bonding). The strength of the relationship correlates with share of category expenditure.The newspaper campaign led to an increase in relevance, performance and advantage in 2010. The 16% points rise at competitive advantage stage corresponds with the share increases measured by Kantar Worldpanel. Looking at the long term effects of newspaper campaigns across 2009-2010, newspapers built brand equity strongly at all levels.
- Newspaper ads only have a brief moment to grab the readers attention. If the ad fails to do so the reader will happily turn the page before engaging with the ad.The Seven Seas campaign was highly actively engaging. It was seen as being more than twice as involving compared to Millward Brown print norms, as well as being highly distinctive and interesting.
- The newspaper campaign consisted of three executions, two of which focused on JointCare products and communicated well above norms.The third launched a new service called the JointAge Calculator. Over 90% of newspaper ad recognisers agreed with all seven messages statements. Branding was exceptionally strong receiving universal agreement that the service “is from Seven Seas”.
- Effectiveness Tests consistently show that multiple executions enhance campaign performance. They also prevent ad wear-out. Newspapers are the home of news, and are the ideal environment to drive re-appraisal of their brand.Re-appraisal is stronger among those consumers recognising all three of the newspaper ads.
- Additional executions also improved call to action. Endorsement of call to action rose by 22% when people had seen more than one execution.
- The newspaper campaign generated a strong emotional connection and identification with Seven Seas JointCare. Again the endorsement scores rose in line with the number of ads seen. 87% of those that had seen all three executions felt the advertising helped them to connect and identify with Seven Seas JointCare.
- More than half the weight of any TV campaign goes to the heaviest third of viewers – who are significantly less upmarket than the brand. Whereas the newspapers’ profile matches well.
- Newspaper readers are big spenders in the vitamins and mineral supplements category, and importantly for Seven Seas are more likely to buy branded products rather than private label. This is reflected in the Kantar Worldpanel analysis that shows frequent newspaper readers outspent heavy TV viewers by 64%.
- Newspapers are the perfect environment for healthcare brands, as they provide a large, highly engaged and responsive audience who spend heavily on healthcare brandsNewspaper s create a strong emotional response among readers , which helps build brands and influence buying decisionsRelevant editorial heightens audience engagement and interestNewspapers’ immediacy drives sales response
- Analysis of the tracking data focuses on a comparison of pre-post shifts among:1) Total sample (Total)2) Those who recognise the newspaper advertising (Recognise NP)3) Those who do not recognise the newspaper ads (Non-recognisers)Kantar Worldpanel data compares spending of those exposed to the newspaper advertising (NP readers) to non-readers of newspapers spending.