1. Daily Mail & Mail Online Birds Eye
Case Study
June – July 2012
1

2. Campaign Overview
• Drive Awareness of the Coated Fish Range and specifically the Birds Eye
Harry Ramsden Range
• Extend consumer awareness to sampling and ultimately purchase over the
Jubilee period and beyond
• Amplify credibility of Birds Eye Coated Fish as just as good as take away fish
suppers
• Maximise association of Birds Eye with preparing fish on Fridays as a halo to
any day of the week
2

3. Campaign Architecture
Mail Online Bellybands & Skinny Bellybands
Mail Online Homepage Takeover Daily Mail front half takeover
1st June – First Grocery brand to do a takeover
Mail Online 4 page interactive online hub
Mail Online Editorial Placements and Half Skies
Standard Formats
Daily Mail centre 8 page pull-out
2nd June – First commercial partnership ever
Mail Online Mobile
Mail Online Channel Takeovers

4. Overall Summary
Daily Mail Circulation Mail Online
Friday 1st June: 1,751,000 Guaranteed Unique Visitors: 35,000
+12,000 week on week Delivered Unique Visitors: 45,729
+31%
Saturday 2nd June: 2,711,000
+49,000 week on week Total Page Views: 64,795
Avg Dwell Time
02:01
01:44 Age Dwell Time: 1 min 25 secs
01:26
01:09
MOL average 1 min – 1 min 30 secs
00:52
00:35
00:17
Additional Interactions: 19,476
00:00
6/1/2012
6/3/2012
6/5/2012
6/7/2012
6/9/2012
7/1/2012
7/3/2012
7/5/2012
7/7/2012
7/9/2012
6/11/2012
6/13/2012
6/15/2012
6/17/2012
6/19/2012
6/21/2012
6/23/2012
6/25/2012
6/27/2012
6/29/2012
7/11/2012
7/13/2012
7/15/2012
7/17/2012
7/19/2012
7/21/2012
7/23/2012
7/25/2012
7/27/2012
7/29/2012
7/31/2012
Exit clicks to Facebook: 179
Opt ins: 3,308
The average dwell time was strong for the campaign duration

5. The Launch
Following the soft launch of a singular coupon page to coincide with the newsletter, the main campaign
went live over the Jubilee weekend across print, online and mobile.
June 1st Activity – Birds Eye are the first Daily Mail and Mail Online joint takeover

6. The Launch
Birds Eye had full SOV during the key weekend of the Jubilee across all Daily Mail Platforms. Birds Eye ads ran
exclusively on the Mail Online Homepage, Mail Online mobile app and front half of the Daily Mail Paper in addition to a
full 8 page centre pull out, channel takeovers and standard formats.
2nd June – continues high impact presence across Daily Mail and Mail Online

7. Online activity timeline
Soft Launch of Coupon
Homepage Takeover &
launch of main online activity
30,000,000 12,000
25,000,000 10,000
35,000 UV’s reached
20,000,000 8,000
Impressions
15,000,000 6,000
Coupon Offer Ends
Unique
10,000,000 4,000 Visitors
5,000,000 2,000
- -
5/28/2012
5/30/2012
6/1/2012
6/3/2012
6/5/2012
6/7/2012
6/9/2012
6/11/2012
6/13/2012
6/15/2012
6/17/2012
6/19/2012
6/21/2012
6/23/2012
6/25/2012
6/27/2012
6/29/2012
7/1/2012
7/3/2012
7/5/2012
7/7/2012
7/9/2012
7/11/2012
7/13/2012
7/15/2012
7/17/2012
7/19/2012
7/21/2012
7/23/2012
7/25/2012
7/27/2012
7/29/2012
7/31/2012
Even though we delivered the guaranteed uniques we still
continued the campaign and delivered a further 10,729 unique
users
7

8. The Competition
Total Entries: 7,269
MOL average: 5-10k
16% of visitors entered the
competition
Opt-ins: 3,308
MOL average: 10-15% entries
46% of competition
entrants opted in!
8

9. The Coupon
Total Downloads: 2,329
5% of visitors
downloaded the coupon
Redemptions: 274
12% redeemed the
coupon
9

10. Online Traffic Drivers by Format
MOL average 6 – 15k Clicks
MOL average 0.3% CTR
MOL average 0.3% CTR
10

11. Mobile
Ad Format Impressions Clicks CTR
iphone app takeover 2,135,126 6,405 0.30%
MOL average 0.3% CTR
To land on the jump page.
Click on the banner ad
Fill in your email address and a link for the coupon is automatically sent.
11

12. Online Delivery vs. KPI’s
KPI Expected Delivered
UU’s to BE Hub 35,000 45,729
Impressions for 10,000,000 180,000,000
engagement model
HPTO CTR 0.25% 0.30%
Belly Band CTR 0.30% 0.34%
Competition entries 7,000 7,269
12

13. Campaign summary
• Overall the print had high impact cut through and reached over 4.4million
across the key Jubilee period.
• The Daily Mail Takeover on the 1st June helped raise awareness of the
Coated Fish range, whilst also aligning BE’s brand history with a national
celebration of true ‘Britishness’.
• The 8 Page Pull out enforced the message that the Coated Range was
just as good quality and even more convenient than take away F + C’s.
• The BE online Hub gave the campaign crucial longevity and offered
another platform for brand engagement, reaching over 45,000 unique
users.
• Working in conjunction the print and online elements engaged readers
with the BE brand, whilst also influencing consumers in store to purchase
the range via couponing
13

14. Campaign Insights and Learning’s
• Birds Eye are the first grocery brand to partner in front half takeover of
the Daily Mail.
• Birds Eye are the first client to partner on developing a bespoke centre
page pull-out within the Daily Mail (a Media First!)
• In order to develop and deliver the 8 page centre pull-out and Mail Online
engagement hub, we had to work together to a shorter schedule than
normally advised. On a revised schedule we were still able to create
highly engaging and impactful content.
• Delivered and exceeded guaranteed uniques to the engagement hub by
over 30%.
• Competition response was higher than originally estimated and testament
to the engaging content. Opt ins far exceeded any campaign of this
nature.
• The content hub gave the users opportunity to interact with Facebook.
Whilst the numbers were maybe less than Birds Eye had hoped for, the
number of users interacting with Birds Eye was highly successful.
14