newsworks dairylea effectiveness study
DESCRIPTION
How did newspapers help get mums to take a fresh look at the Lunchables range and how did the campaign boost sales?TRANSCRIPT
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The ProofThe business case for newspaper advertising as part of the media mix
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Karine ChikMarketing 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 LunchablesThe client’s view
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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 LunchablesHeadline results
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Dairylea LunchablesTest 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
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Dairylea LunchablesThe creative work
Newspaper creative
TV creative
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Dairylea LunchablesTest detail
Media Plan
Feb Mar Apr May £m
MediaTarget audience:Female shoppers with children aged
5-10
TV – 30 sec 1.1
Newspapers 1.3
Research DatesMillward Brown
Pre-wave
Post wave
Research sample: Mums with children aged 5-12Media 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.
450GRPs
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Dairylea LunchablesThe findings
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Dairylea LunchablesNational newspapers drive extra 10.5% sales uplift
Source: dunnhumby
Newspaper advertising effect on Sales% increase
During Post
10.5
7.6
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Dairylea LunchablesNewspaper advertising brings in new buyers
Source: dunnhumby
Newspaper Advertising effect on New Trialists % increase relative to control
13.4
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Dairylea LunchablesThree times the increase in buying by adding newspapers
Dairylea Lunchables BuyingBought 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
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Dairylea LunchablesBrand commitment increased
Brand CommitmentLikelihood to choosePre to Post % points increase – Top 2 Box%
4746
51
40
Pre-wave Post-wave
+6 +4
Pre-wave Post-wave
TV solus TV + NP
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Dairylea LunchablesStronger brand involvement with TV + newspapers
Brand InvolvementSomeone I likePre 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
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Dairylea LunchablesTV and newspaper combination shifts brand image
Brand Image% endorsing Dairylea LunchablesPre 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
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Dairylea LunchablesNewspaper ads achieve double print recognition
Recognition – Newspaper ads% recognising
Dairylea Lunchables
20
40
Millward Brown Print Norm(326 ads)
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Dairylea LunchablesSimple 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
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Dairylea LunchablesSeeing 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
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Dairylea LunchablesAdding newspapers increases TV branding
BrandingDefinitely remember ad was for Dairylea Lunchables%
TV solus
69
90
76
70
TV + NP Any NP TV + NP
TV ad Newspaper Ads
+20 +7
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Dairylea LunchablesNewspaper ads enhance TV ad take-out
TV AdvertisingStrongly suggests% answering Added effect
of NP
TV + NPTV solus
Contains calcium
Contains wholegrain
Contains no added colourings or flavours
New and improved range
5532
-2
+4
+6
+17
Substantial enough to replace sandwich +23
7356
7569
8480
8688
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Dairylea LunchablesMultiple executions communicate powerfully
Newspaper AdvertisingStrongly 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
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Dairylea LunchablesNewspaper ads strengthen TV performance
Response to TV ads% agreeing
65
8677
8673
8270
8880
TV + NPTV solus
74
Contains calcium
Contains wholegrain
Contains no added colourings or flavours
New and improved range
Substantial enough to replace sandwich
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Dairylea LunchablesNewspapers provide strong call to action
Advertising measures – Call to actionGives me a reason to go out and buyTop Box % - agree strongly %
TV solus
38
TV + 1 NP ad
20
55
TV + 2 or 3 NP ads
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Dairylea LunchablesDepth of information enhanced by media combination
Advertising measures – Depth of informationGives me enough information to decideTop Box - agree strongly %
TV solus
51
TV + 1 NP ad
40
65
TV + 2 or 3 NP ads
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Dairylea LunchablesRe-appraisal doubled by adding newspapers
Advertising measures – Re-appraisalSurprising and gets me to think differentlyTop Box - agree strongly %
TV solus
43
TV + 1 NP ad
28
57
TV + 2 or 3 NP ads
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Dairylea LunchablesEmotional engagement enhance by relevant editorial
Advertising measures – Brand ValuesHelps me to connect and identify more stronglyTop Box - agree strongly %
TV solus
45
TV + 1 NP ad
14
55
TV + 2 or 3 NP ads