Building Brands with Integrated Campaigns - Millward Brown

Insight Valley Asia 2013 | May 16 & 17 | Bangkok, Thailand | www.insightvalley.com


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Building Brands withIntegrated Campaigns

M I L LW A R D B R O W N C R O S S M E D I A R E S E A R C H ™

1

What do we mean by “brand impact”

Campaign Total Sales

PerformanceEmotionPopularityDynamismDifferenceValueSalience

BrandEngagement

The Sales Response EffectThe Brand Effect

Strengthens loyaltyof existing users and

brings new users into brand

Sustained, longer term

Immediate, short term

Mostly incremental salesto existing users

Understanding campaign impact on brandperformance using CrossMedia Research

Did the campaign impact on the brand inthe way we wanted to

Did the campaign deliver impact costefficiently?

How could we further optimise brandimpact in future?

Did campaign reach the right people?

Campaign Impact – Campaign Metric 'A'

Campaign ImpactOngoing Influences

Underlying Involvement

4

Contribution of key factors to end of campaign level for Metric 'A'

50%

10%

5%

0%

20%

40%

60%

80%

100%

Metric 'A'

Non-Campaign Factors

5

What are the other drivers of key metrics aside from the campaign?

50%

10%

5%

0%

20%

40%

60%

80%

100%

Metric 'A'

40%

20%

20%

10%10%

PreviousCampaign

Positive BrandExperience

POS

MediaCoverage(PR)

Word ofMouth

Campaign Impact and Media Breakdown - Metric'A'

6

How important was each channel in delivering the campaign impact?

50%

10%

5%

0%

20%

40%

60%

80%

100%

Metric 'A'

40%

20%

20%

10%10%

TV

Print

Radio

Outdoor

Online

Campaign impact and media contributions

What have we seen across AsiaPacific so far?

01

TV is still the big driver of awareness, thoughothers help too

0%

1%

2%

3%

4%

5%

Magazines Newspapers Online Outdoor TV

75%36%38%30% 37%ChannelReach

But online and other channels are more importantwhen it comes to overall brand engagement

0%

1%

2%

3%

Magazines Newspapers Online Outdoor TV

75%36%38%30% 37%ChannelReach

And averages hide huge variation in channelperformance across campaigns

0%

2%

4%

6%

8%

10%

12%

0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%Reach

POS

TV

Newspapers

Magazine

Online

Outdoor

Variation in Channel Performance on Brand Engagement and Reach

Cont

ribut

ion

per R

each

Poi

nt

Cluttered TV ecosystems are driving massive, andwasteful, TV spends

60004000577

IndonesiaPhilippines

UK

TV underperforms relative to investment, whileonline, print and in-store are all efficient media

Online

CinemaRadio

OOH

In-store

ContributionInvestment

radio

online

OOH

online

TV

TV

Online

OOH

Print

Print

CinemaRadio

In-store

So what makes a successfulintegrated campaign?

02

Integrated media helps build campaign reachbeyond the TV core

Source: CrossMedia Research study, leisure, North Asia

Online

84%71%

42% 26%

Total Campaign TV Online Magazine

Family with 3-11 yrs kids

TV

Magazines

+13% Non-TV reach

18-29 yrs Non Family80%

60%40% 34%

Total Campaign TV Online Magazine

+20% Non-TV reach

Online

TV

Magazines

Using online video also improves the distributionof TVC across target audience

88%

41%

70%

36%39% 33%0%

37%

TV Online video

Heavy TV Medium TV Light TV No TV

Reach of AV channels by TV exposure group

5.1 4.42.8

5.3

1.9

4.1

0

6.9

TV Online video

Frequency of AV channels by TV exposure group

But all this stillcounts

If TV reach is already high, others channels may not build reach much

Online 25%

TV 83% total reach

Magazines 16%

Only +5%Non TV reach

Case Study: Malaysia, hair care

Using multiple channels broadens brand impact byhitting more areas of the brand

0%

1%

2%

3%

4%

5%

Presence Consideration Functional Image Expert Image

TVC Magazines Online


Exposure to multiple channels also deliversadditional synergy benefits

0%

1%

2%

3%

4%

5%


TVC Magazines Online TV+Online


In this case 25% of impact on brand imagery camethrough synergies

Case Study: China, dairy product

0%

2%

4%

6%

8%

10%

12%

Emotional imagery Functional imagery Product performance Value

TV Online OOH TV + Online synergy TV + OOH synergy

Online also improves ROI on Brand Impact

3.1%1.4%

2.7%4.5%

15.0%

19.8%

5.5%

1.3%

5.0%

1.2%0.0%

5.0%


TVC Online Magazines


Relative cost efficiency - % increase in brand metrics per $1 spent

The relatively low cost of advertising online is oneof its biggest advantages

Case Study: China, dairy product

0.0%

1.0%

2.0%

3.0%

4.0%

5.0%

0% 10% 20% 30% 40% 50% 60% 70% 80%

% Reach of media

Impact among those reached(average on all metrics)

OOH

TV

Online

0.0%

1.0%

2.0%

3.0%

4.0%

0% 10% 20% 30% 40% 50% 60% 70% 80%

Impact per ¥1m(average for all metrics)

% Reach of media

Online

TV

OOH

Over investment in any one channel createsinefficiency and wastage, reducing ROI

0%

20%

40%

60%

80%

1 2 3 4 5 6 7 8 9 10 11 12 13 14 15

% GRPs non productive% audience over frequency ceiling


Overall 37% of TV GRP’s were unproductive

Weeks

For online, balancing reach & frequency is also keyto optimizing performance

Simulations Reach % AverageFrequency iGRPs Online share

of impact

Base: Existing online Plan 12.0% 11.2 134 8%

Same impressions, optimal R&F 22.4% 6 134 15%

80% more weight, optimal R&F 30.0% 8 240 18%

Average increase across brand image attributes

Case Study: China, personal care

Creative is key too03

Aside from good media implementation, gettingthe online creative right is key

8.7

13.6

8.97.5

6.9

2.3

4.7

2.51.5 1.2

2.3--1.6 2.0-

-3.6 -4.1

Aided BrandAwareness

Online AdAwareness

MessageAssociation

Brand Favorability Purchase Intent

Top Performers Average Bottom Performers

What makes online creative successful?- First get your Branding right

What stopping power would the first frame generate?

What reason would a user have to stop and watch the ad – intrigue is notalways a good option with online campaigns

- and keep it simple

• One or two messages is enough• Don’t make the message too complex

We have more on this, but that will have to wait for another time

1. Use multiple channels to maximize campaign impact

2. Don’t be afraid of migrating to Online

3. Good creative / content is key to channel performance

Optimising Integrated Campaigns

Changing Channels with Confidence: A Framework

29

A model for embracing innovation and capitalising on opportunities

Budget allocation:

70% delivering low-risk, familiar activities.

20% innovating based on prior learning.

10% experimenting with the unknown.

"Marketers consider channel optimization every time they plan new campaigns. Those that adopt a70│20│10 approach will know that new channels will be given a chance to shine and that theirmedia plans will evolve through a systematic process. By overlaying a comparable approach toresearch planning, companies can ensure that they extract maximum learning from this Process."


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Building Brands with Integrated Campaigns - Millward Brown

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