Kantar Worldpanel helping brands quantify the impact their media campaigns had on shoppers

CASE STUDIES – MEDIA EVALUATION

Measuring the success of a Facebook campaign

1) PIMMS

Source: Kantar Worldpanel Digital Media Impact

DIGITAL CAMPAIGN EVALUATIONCASE STUDY 1 – PIMM’S AND FACEBOOK

Comparing the success of two Facebook campaigns

2) KIT KAT

Source: Kantar Worldpanel Consumer Mix Model

“Reducing TV spend and increasing Facebook spend resulted in constant sales and lower cost, improving ROI”

REVIEWED YEAR-ON-YEAR TV AND DIGITAL CAMPAIGNSCASE STUDY 2 – KIT KAT CMM (CONSUMER MARKET MIX MODELLING)

KIT KAT UK and Facebook investigated how the 2012 ‘We Will Find You’ campaign performed relative to the 2011 ‘Crane’ campaign.

WHO IS BEING EXPOSED; WHO IS RESPONDING?EXPOSURE AND ROI BY TARGET AUDIENCE

6

* Sample data

Almost 60% of the incremental return comes from Targets 2 & 3, who are light to medium loyals (but are heavy category buyers)

Evaluating a multi-media campaign

3) Cadburys Crème Egg

“Mondelez International is reshaping its social media strategy to amplify the reach of its brands to new audiences after claiming a Crème Egg campaign drove the same purchase consideration shift through Facebook as TV, for a third less.”

24 Sep 2013

Kantar Worldpanel ROI research showed consumers exposed to both TV and Facebook were 66 per cent more likely to purchase than the expected combined effect of both.

The Facebook element of the campaign reached over 90 per cent of their 18-24 UK target audience, 9 times each on average.

MONDELEZ RE-SHAPE SOCIAL MEDIA STRATEGY TO AMPLIFY REACHCASE STUDY 3 – MONDELEZ CADBURY’S CREME EGG

Source: Kantar Worldpanel

© Kantar Worldpanel© Kantar Worldpanel

Quantifying the impact on shoppers

CASE STUDIES – MEDIA EVALUATION

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