CASE STUDY: CrossMedia Research. Haircare category in Malaysia

Transcription

1 CASE STUDY: CrossMedia Research Haircare category in Malaysia

2 Research Objectives To understand the impact of individual media on brand perceptions of HAIRCARE BRAND. In doing so ascertain : the medium to long term impact of advertising the effectiveness and efficiency of online media vis a vis other media if online media works in synergy with other media if there are diminishing returns sets in by media and therefore how best to re-allocate media spends

3 Research Specifics Pre-wave Post-wave CAWI Methodology Pre-wave Sample: 400 interviews (200 online, 200 offline) Malaysia Johor Bahru, Kuala Lumpur, Penang Females Age 15+ Users and choosers of Shampoo Age and race quotas set based on city-wise distributions CAWI Methodology Post-wave Sample: 1000 interviews (500 online, 500 offline) Malaysia Johor Bahru, Kuala Lumpur, Penang Females Age 15+ Users and choosers of Shampoo Age and race quotas set based on city-wise distributions

4 Pre-campaign control allows us to determine how people felt about the brand without effects of media Contributions to Brand Metric Score Brand Measure Pre Post Pre (control) & Post (exposed) analysis of media campaigns allows us to account for pre-disposition towards the brand

5 We can then determine the impact of exposure to the different media channels on uplifts in brand metrics. Estimate respondents exposure to campaign media Calculate shift in metric due to media exposure Uplift in Consideration For illustration only We use calculations of each respondent s probability of exposure to all the different elements of the media campaign (based on detailed media consumption questions). If we are measuring digital media, we would use cookies to capture actual exposure data. We then analyse variations in brand metric scores against media exposure levels for each respondent. Using this information, we are able to determine which media had the most influence on any observed uplifts and quantify the return for money spent. Saw ads In NO media Saw ads in all digital, press And TV Saw ads in press and TV Digital Print TV

6 Explaining CrossMedia Research results Core results represent the End of Campaign Position Brand Metric Score Metric building over campaign period CrossMedia Contributions 3.4% 1.2% Campaign 56.0% Week: Consideration 12 (Top 132 boxes) How we estimate contributions: The contributions that different factors make to the end of campaign position are derived using a statistically valid modeling technique called multivariate regression. We build a model based on the respondent level data from the whole survey period to estimate how much each factor contributes to respondents brand metric scores From the model we can then estimate the end of campaign contribution from each factor

7 The campaign includes 3 media channels TV, online and print TV Online Print

8 Detailed media plan Pre-wave In-campaign-wave March April May June July August Sept FTA Variant TVC (30s) Local TVC (30s) Astro Digital Facebook Display Magazine

9 The overall media campaign reached 89% of the target audience. Coverage of sample by overall media channel and by combination TV only 54.6% TV + Online 14.3% Online Only 3.1% TV reach 83.2% Online reach 24.5% Magazine reach 16.2% Magazine TV Online Unexposed 11% TV + Magazine 7.9% TV + Online + Magazine 6.6% Magazine Only 1.2% Online + Magazine 0.6%

10 Key Metric Purchase Consideration

11 60.6% Purchase Consideration

12 Underlying Involvement Interest Involvement Demand 56.0% Purchasing Attitudes Purchase Consideration

13 Ongoing Influences Previous Campaigns 1.2% Word of Mouth PR 56.0% Purchase Consideration

14 Campaign Input 3.4% Magazine 1.2% 56.0% TV Online Purchase Consideration

15 Campaign Performance Overview End of campaign value: 60.1% 60.6% 57.6% 64.8% 4.6% 3.4% 4.5% 1.2% 2.7% 3.0% 4.2% 3.3% Campaign Contribution Ongoing Influence Baseline 51.0% 56.0% 51.8% 57.3% 1 2 Purchase 3 Functional 4 Consideration Image (Av. of 3 metrics) (Av. of 5 metrics) Presence (Av. of 3 metrics) Emotive Image (Av. of 4 metrics)

16 Channel Contributions to campaign performance Total Campaign Impact +4.6% +3.4% +2.7% +4.2% TV + Online synergy Online Magazines TV 0.6% 1.3% 0.6% 2.1% Presence (Av. of 3 metrics) 0.3% 0.6% 2.0% 0.0% 0.3% 0.1% 0.9% Purchase Consideration (Av. of 3 metrics) 1.8% Functional Image (Av. of 5 metrics) 0.0% 0.3% 0.5% 3.4% Emotive Image (Av. of 4 metrics)

17 Each channel was able to drive uplifts in a different array of brand measures. Strength of uplifts by channel Online Presence (Average of 3 metrics) Consideration (Average of 3 metrics) TV Magazine Display Facebook TV & Online Online & Mag Online was the most effective at generating presence and purchase intent! Functional imagery Expertise imagery Weakest Measure Strongest Measure

18 Media efficiencies

19 Bulk of the media investments were for TV, and an equal portion for magazine and online. Proportion of overall campaign spend by channel... 78% 11% 11%

20 Relative cost efficiency - % increase in brand metrics per $1 spent 19.8% 15.0% 3.1% 5.0% 1.4% 1.2% 2.7% 5.5% 0.0% 4.5% 1.3% 5.0% Presence (Av. of 3 metrics) Consideration (Av. of 3 metrics) Functional Image (Av. of 5 metrics) Emotive Image (Av. of 4 metrics) TV Online Magazines

21 Optimising Media spends to maximise Brand metrics

22 Step 1 Estimate effective frequency ceiling for each media/metric Step 2 Identify proportion of each media s GRP s that are unproductive Step 3 Calculate a weekly relative cost for productive GRP s by week

23 % of Max Impact delivered Step 1: estimating effective frequency ceiling level Effective frequency ceiling for impact on Functional Imagery 100% 90% 80% 70% 60% 50% 40% 30% 20% 10% 0% 4-5 Avg. Freq (as per sample) TV 82.2 Online Magazines Frequency of active exposure TV Online Magazines

24 Step 2: Proportion of weekly TV GRP s that are unproductive in driving Functional Imagery To drive Functional Imagery 63% of the GRPs would have been sufficient From week 13 on, over 50% of TV GRP s are unproductive 80% 70% 60% % audience over frequency ceiling % GRPs non productive 50% 40% 30% 20% 10% 0% Weeks

25 Step 3: relative cost index of productive GRP s by week As one would expect, as diminishing returns starts to set in the GRPs get lesser and lesser productive TV - Relative Cost Index for productive GRP's Weeks

26 Four silver bullets: Recommendations for future campaigns 1. Online was the most cost efficient media, and could sustain significantly more weight: Increase investment in online in future campaigns 2. TV & Online synergy was important, but online was only active for last 3 rd of campaign In future try and phase TV & Online together for more of campaign period to maximise synergy bonus 3. TV over delivered in 2 nd half of campaign Down weight GRP weights later in campaign periods to improve cost efficiencies 4. Magazines was cost efficient, but the reach was low Look to extend reach via additional titles in future