measuring the effectiveness of a multi-platform strategy: case the toy factory on vtmkzoom
TRANSCRIPT
THE TOY FACTORY
ATTENTION
EXPLORE
360°
FUN
BRIDGING
Sofie Rutgeerts
Advertising Researcher
MEDIALAAN
Who’s a master in PesterPower?
A B
Kids marketeers are associated with PesterPower
#PesterPower #NagFactor
the tendency of children, who are bombarded with marketers’ messages,
to unrelentingly request advertised items
How to reach kids & parents In a positive & effective way
How to reach kids & parents In a positive & effective way
940
How to reach kids & parents In a positive & effective way
1. FUN IS THE BASIS
2. TIMING IS EVERYTHING
3. 360° APPROACH
4. BRIDGING TV & EVENT
5. ENABLE EXPLORATION
1. Fun is the basis
How to reach kids & parents In a positive & effective way
1. FUN IS THE BASIS
2. TIMING IS EVERYTHING
3. 360° APPROACH
4. BRIDGING TV & EVENT
5. ENABLE EXPLORATION
2. Timing is everything
September October November
Wishlist* Holidays = playtime!!
*Source: SPIM+ The Toy Factory 2015
How to reach kids & parents In a positive & effective way
1. FUN IS THE BASIS
2. TIMING IS EVERYTHING
3. 360° APPROACH
4. BRIDGING TV & EVENT
5. ENABLE EXPLORATION
BE THERE
WHERE KIDS ARE
In the shop
At school
On event Online
Smartphone & tablet
3. 360° approach
On TV
3. 360° approach Brand exploration stimulates brand preference
Source: SPIM+ The Toy Factory 2015 – Q: Did you already make up your wishlist for Sinterklaas?
24
38
51
Sign difference ct non-viewers
Non-viewers VTMKZOOM-viewers VTMKZOOM-viewers & TTF-visitors
X 2
How to reach kids & parents In a positive & effective way
1. FUN IS THE BASIS
2. TIMING IS EVERYTHING
3. 360° APPROACH
4. BRIDGING TV & EVENT
5. ENABLE EXPLORATION
4. Bridging TV and Events The TV campaign of The Toy Factory stimulates visiting the event
Sign difference ct non-viewers Source: SPIM+ The Toy Factory 2015 – Q: Did you visit + do you intent to visit The Toy Factory?
53% 18%
VTMKZOOM-viewer Non-viewer
4. Bridging TV and Events The daily presence of ‘television’ on the event stimulates watching the TV-program of The Toy Factory
Sign difference ct non-viewers Source: SPIM+ The Toy Factory 2015 – Q: Did you watch episodes of The Toy Factory on VTMKOOM?
41% 28%
Event visitor Non-visitor
How to reach kids & parents In a positive & effective way
1. FUN IS THE BASIS
2. TIMING IS EVERYTHING
3. 360° APPROACH
4. BRIDGING TV & EVENT
5. ENABLE EXPLORATION
5. Enable exploration The Toy Factory is highly appreciated thanks to the exploring possibilities
Source: SPIM+ The Toy Factory 2015 – Q: Did you visit + do you intent to visit The Toy Factory?
7,2 /10
Tof dat kinderen actief aan bod kwamen en effectief alles konden meedoen. Kinderen kunnen speelgoed dat ze niet kennen
uittesten en zo ontdekken of het iets voor hun is.
Het is leuk ook om nieuwe dingen te ontdekken! Zo hebben we ook weeral wat ideetjes opgedaan!
The effectiveness of The Toy Factory High success rates of the advertisers’ campaigns on the brand uplift
Source: SPIM+ The Toy Factory 2015 – % of partners that benefit from an uplift among VTMKZOOM viewers on the respective parameters
The partners
6 / 6 campaign recognition
6 / 6 brand activation
3 / 6 brand awareness
2/ 6 brand image
How to reach kids & parents In a positive & effective way
1. FUN IS THE BASIS
2. TIMING IS EVERYTHING
3. 360° APPROACH
4. BRIDGING TV & EVENT
5. ENABLE EXPLORATION
