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Daily Mail & Mail Online Birds Eye Case StudyJune – July 2012

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• Drive Awareness of the Coated Fish Range and specifically the Birds Eye Harry Ramsden Range

• Extend consumer awareness to sampling and ultimately purchase over the Jubilee period and beyond

• Amplify credibility of Birds Eye Coated Fish as just as good as take away fish suppers

• Maximise association of Birds Eye with preparing fish on Fridays as a halo to any day of the week

Campaign Overview

Campaign Architecture

Mail Online Homepage Takeover

Mail Online Channel TakeoversMail Online Mobile

Mail Online Editorial Placements and Half Skies

Daily Mail front half takeover1st June – First Grocery brand to do a takeover

Daily Mail centre 8 page pull-out2nd June – First commercial partnership ever

Mail Online 4 page interactive online hub

Mail Online Bellybands & Skinny Bellybands

Standard Formats

Overall Summary

Daily Mail Circulation

Friday 1st June: 1,751,000 +12,000 week on week

Saturday 2nd June: 2,711,000+49,000 week on week

Mail Online

Guaranteed Unique Visitors: 35,000 Delivered Unique Visitors: 45,729

+31%

Total Page Views: 64,795

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200:00

00:17

00:34

00:51

01:09

01:26

01:43

02:00

Avg Dwell Time

The average dwell time was strong for the campaign duration

Age Dwell Time: 1 min 25 secsMOL average 1 min – 1 min 30 secs

Additional Interactions: 19,476

Exit clicks to Facebook: 179

Opt ins: 3,308

The Launch

Following the soft launch of a singular coupon page to coincide with the newsletter, the main campaign went live over the Jubilee weekend across print, online and mobile.

June 1st Activity – Birds Eye are the first Daily Mail and Mail Online joint takeover

The Launch

Birds Eye had full SOV during the key weekend of the Jubilee across all Daily Mail Platforms. Birds Eye ads ran exclusively on the Mail Online Homepage, Mail Online mobile app and front half of the Daily Mail Paper in addition to a full 8 page centre pull out, channel takeovers and standard formats.

2nd June – continues high impact presence across Daily Mail and Mail Online

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Online activity timeline

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2 -

5,000,000

10,000,000

15,000,000

20,000,000

25,000,000

30,000,000

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2,000

4,000

6,000

8,000

10,000

12,000

Impressions

Unique Visi-tors

35,000 UV’s reached

Coupon Offer Ends

Homepage Takeover & launch of main online activity

Soft Launch of Coupon

Even though we delivered the guaranteed uniques we still continued the campaign and delivered a further 10,729 unique users

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The Competition

16% of visitors entered the competition

Total Entries: 7,269MOL average: 5-10k

Opt-ins: 3,308MOL average: 10-15% entries

46% of competition entrants opted in!

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The Coupon

5% of visitors downloaded the coupon

Total Downloads: 2,329

Redemptions: 274

12% redeemed the coupon

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Online Traffic Drivers by Format

MOL average 6 – 15k Clicks

MOL average 0.3% CTR

MOL average 0.3% CTR

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Mobile

Ad Format Impressions Clicks CTRiphone app takeover 2,135,126 6,405 0.30% MOL average 0.3% CTR

Click on the banner adTo land on the jump page. Fill in your email address and a link for the coupon is automatically sent.

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Online Delivery vs. KPI’s

KPI Expected Delivered

UU’s to BE Hub 35,000 45,729

Impressions for engagement model

10,000,000 180,000,000

HPTO CTR 0.25% 0.30%

Belly Band CTR 0.30% 0.34%

Competition entries 7,000 7,269

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Campaign summary

• Overall the print had high impact cut through and reached over 4.4million across the key Jubilee period.

• The Daily Mail Takeover on the 1st June helped raise awareness of the Coated Fish range, whilst also aligning BE’s brand history with a national celebration of true ‘Britishness’.

• The 8 Page Pull out enforced the message that the Coated Range was just as good quality and even more convenient than take away F + C’s.

• The BE online Hub gave the campaign crucial longevity and offered another platform for brand engagement, reaching over 45,000 unique users.

• Working in conjunction the print and online elements engaged readers with the BE brand, whilst also influencing consumers in store to purchase the range via couponing

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Campaign Insights and Learning’s

• Birds Eye are the first grocery brand to partner in front half takeover of the Daily Mail.

• Birds Eye are the first client to partner on developing a bespoke centre page pull-out within the Daily Mail (a Media First!)

• In order to develop and deliver the 8 page centre pull-out and Mail Online engagement hub, we had to work together to a shorter schedule than normally advised. On a revised schedule we were still able to create highly engaging and impactful content.

• Delivered and exceeded guaranteed uniques to the engagement hub by over 30%.

• Competition response was higher than originally estimated and testament to the engaging content. Opt ins far exceeded any campaign of this nature.

• The content hub gave the users opportunity to interact with Facebook. Whilst the numbers were maybe less than Birds Eye had hoped for, the number of users interacting with Birds Eye was highly successful.