Newspapers help build an instant brand€¦ · It was a project jointly undertaken by Nestlé and...

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Newspapers help build an instant brand

Greenblend

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[ I NTRODUCTION]

About this case study

This story is about how newspapers helped television to build a brand for NESCAFÉ Greenblend.

It was a project jointly undertaken by Nestlé and The Newspaper Works as part of the Newspaper Effectiveness programme. The partnership was formed on the basis that newspapers could play a valuable role in the media mix by;

• Driving emotional engagement • Helping TV work harder • Helping build the brand

About The Newspaper Works

The Newspaper Works is the industry body representing the major newspaper publishers in Australia. Established in 2006 by Fairfax Media/Rural Press, News Limited, APN News & Media and West Australian Newspapers, The Newspaper Works promotes the interests of its stakeholders and manages a number of industry initiatives.

The Newspaper Works is also a unifying resource for the newspaper industry, providing research, marketing tools and other support necessary to demonstrate the value of newspapers to advertisers and those responsible for infl uencing channel/media selection.

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Details of this case study's research methodology can be found on 3.

“These are much better results than I anticipated. I am surprised at how strongly newspapers have worked on an emotional level. It also shows just how important it is to get newspaper creative right...”

Ian Alwill, Director Marketing & CommunicationsNestlé Australia

“This research clearly demonstrated great results for newspapers... it’s proven that an effective newspaper advertising idea can defi nitely enhance TV advertising, and build emotional brand values. The results from this newspaper campaign alone are impressive. They’ll defi nitely be taken into consideration for media planning for our brands in the future.”

Melanie Owens, Consumer Insight & Planning ManagerNestlé Australia

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This case study demonstrates how newspapers built greater brand equity, consideration and intent to trial for the launch of NESCAFÉ Greenblend than television alone could have achieved.

1. The brand story was delivered powerfully in newspapers70% of newspaper recognisers could name the brand and attach its key message take-out, outperforming TV against these same measures in the process.

2. Newspaper advertising signifi cantly improved television effectivenessConsumer response to TV was up to 67% more effective in building brand values.

3. Newspapers helped deliver a more positive emotional reaction to TVThe addition of newspapers enhanced emotional response to TV by +52%.

4. Brand measures up to doubled amongst newspaper recognisersNewspapers heightened the perception of the brand across all key measures with relevance and brand consideration double that of TV alone.

5. Actual trial was 23% above the planned goalThe ultimate proof of newspapers’ power to help TV turn an instant coffee into an instant brand.

[ I NTRODUCTION]

Executive Summary

[TH E OPPORTU N ITY]

The instant coffee category in Australia is big business, $516M to be exact, with more than 50 choices on supermarket shelves.

The growing appreciation of coffee in Australia is a double-edged sword for NESCAFÉ as the dynamics of the category are evolving and have the potential to erode sales and share:

• Drinkers’ palates are increasingly sophisticated, with other coffee variants now competing with instant.

• Instant coffee consumption is slowing with some drinkers making a move towards healthier alternatives (e.g. green tea)

Nestlé would tackle both trends by launching NESCAFÉ Greenblend which had a simple product proposition;

Delivers 70% more antioxidants than leading green tea brands.

A successful launch would make NESCAFÉ Greenblend attractive to a brand sensitive and loyal audience of drinkers by;

1. Establishing the antioxidant claim while maintaining the enjoyable coffee cues (i.e. taste).

2. Supplanting the antioxidant association with tea/green tea.

3. Differentiating NESCAFÉ Greenblend amongst a category of niches by encouragingcoffee drinkers to reappraise NESCAFÉ Greenblend as a healthy beverage.

To stand out from this crowd, NESCAFÉ Greenblend needed to build an instant brand.

The Challenge

$516m category value and brand loyalty claim sourced from Australian Coffee Traders Association: www.acta.org.au: Australian Coffee StatsBrand Sensitivity claim sourced from Ipsos Media CT50 brands as observed on www.woolworths.com.au

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Increase in 'Stronger emotionalidentifi cation' when newspapers added

Increase in 'Reason to buy' when newspapers added

39%

38%


Why newspapers are a great partner to television

Newspapers could help lend credibility to a compelling antioxidant claim. Newspapers are capable of balancing rational and emotional out-takes.

Newspapers deliver strong brand linkage; helpful for attaching NESCAFÉ Greenblend to the antioxidant claim and identifying it as a coffee brand.

Since NESCAFÉ Greenblend needed to deliver the antioxidant message with enjoyable coffee cues, this was a compelling benefi t newspapers could offer for the brand’s launch.

Brand measures are affected to a much greater degree for those exposed to TV + Newspapers than TV alone.

International newspaper effectiveness case studies for the food category provide further evidence of the potential role newspapers could play for NESCAFÉ Greenblend.

Newspapers are a great partner to TV. Beyond delivering target audience volume and complementary consumption occasion:

NESCAFÉ Greenblend needed to be seen as a healthy coffee, a positioning that might attract some scepticism. Hence the newspaper environment would assist in removing believability barriers.

Newspapers have a strong delivery on this measure, a refl ection of the active processing of their content.


Newspaper brand linkage normSource: Ipsos Media CT / The NewspaperWorks

Television brand linkage norm

65%

46%

Content is better respected in this medium

Ads in this medium are usually believable

37%

27%

16%

16%Source: Celsius Research All 14-69 n= 1,029 (2009). *Average of other main media refers to TV, internet, radio and magazines. Q: Please indicate which media type you believe this statement describes (multiple choice).

Newspapers

Average of other main media*

Newspapers are proven to be compatible with television, multiplying brand building effectiveness for food advertisers.

Brand image 9.14.5

Brand involvement 4.91.4

Brand commitment 3.41.0

TV Only

TV + Newspapers

Brand commitment: Top 2 box agreement with ‘Likelihood to choose’ | Brand involvement: Top 2 box agreement with ‘Someone I’d really like’ | Brand image: % endorsing primary image statement for each brand. Source NMA UK. Pre to post wave change in % points.

Source: NMA UK – Aggregate results for six food category advertisers. Research conducted 2006-2007. Pre to post wave change in % points.

This evidence clearly demonstrates why newspapers can make a great partner to television.

Source: Ipsos ASI Food NormBrand linkage refers to those who recognise the ad and can name the brand it’s for.

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TV + NP

[TH E PL AN N I NG]

How television and newspapers formed a perfect partnership

Tailored newspaper creative, robust methodology

[TH E PL AN N I NG]

The media strategy directed TV to launch the campaign in newsworthy programmes in September 2008.

Newspapers followed with page dominant advertising in November, with placement in early general news, health, food and entertainment sections.

Newspapers assumed 35% of the budget value over the four week schedule.

Media schedule.

Creative Strategy.Television creative delivered the antioxidant claim by telling the story of the unique bean combination (roasted and unroasted green beans) culminating in the ‘It’s amazing what two can do’ strap line.

Running as both 60” and 30”, the television activity accounted for 65% of the schedule value.

Newspaper Creative.Qualitative research helped develop the newspaper ads so enjoyable coffee cues could sit alongside the antioxidant claim.

Research Methodology.We used same sample methodology, meaning we spoke to the same people at pre (Sept 08) and post (Dec 08) wave stages. This requires large sample sizes to achieve signifi cant recogniser groups. The post wave sample was 1,100 and representative of the target market for Greenblend.

Three main ad recogniser groups were analysed:

Full details of this case study’s research methodology can be found on page 23.

Heart: Now you can love a coffee that loves you back

TV only recognisers: <n.233>

TV Solus NP Solus

Smile: Now you can feel even better about your coffee

Newspaper only recognisers: <n.127>

Balance: A coffee that balances your needs

TV + Newspaper recognisers: <n.155>

Now you can love a coffee that loves you back

Here’s a coffee that’s even more rewarding, a blend

that does everything a good coffee should... while

delivering more antioxidants. Through a careful

combination of roasted and unroasted coffee beans,

NESCAFÉ Greenblend delivers 70% more antioxidants than leading green tea brands. Studies show that although an

average serve of green tea contains similar levels of

polyphenol antioxidants, the body absorbs 70% more

antioxidants from a serve of NESCAFÉ Greenblend.

So try it, and see what two can do for you. For more

information visit www.nescafe.com.au

Now you can feel even better about your coffee

Here’s news that will put a smile on the face of each

and every coffee lover. Now you can enjoy the benefits

of antioxidants while savouring the full coffee taste

and aroma of NESCAFÉ Greenblend. Through a careful


N E SC A F É Greenblend delivers 70% more antioxidants than leading green tea brands. Studies show that although an






A coffee that balances your needs

Living well is a balancing act. So what could be better

than a coffee that’s full-f lavoured while delivering

more antioxidants than green tea? Through a careful


NESCAFÉ Greenblend delivers 70% more antioxidants than leading green tea brands. Studies show that although an






Television

Newspapers

September October November

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[TH E FI N DI NGS]

NESCAFÉ Greenblend newspaper ads were clearly communicating more effectively

*TV brand linkage = 79%. TV message take-out 76%.

Time invested developing creative specifi cally for newspapers paid dividends.

Compared with benchmarks, the three executions were performing strongly on all positive attributes, particularly in delivering clear communication and visual appeal.

[TH E FI N DI NGS]

Newspapers contributed specifi cally to Instant Brand success

The two bean story in newspapers came through loud and clear.

Strong visual appeal demonstrated by the Newspaper Creative Diagnositics scores translated into strong brand recognition and message take-out scores:

of people who recognised the newspaper ads could name the brand, importantly attaching their key message take-out to NESCAFÉ Greenblend.

of newspaper recognisers could replay the intended antioxidant message, establishing the claim and supplanting the antioxidant association with green tea.

Comparatively newspapers outperformed television on these measures*.

Newspapers increased Greenblend’s differentiation and relevance.

Compared with TV alone, 10% more newspaper recognisers considered the brand unique, helping to differentiate it from the pack.

Compared with TV alone, signifi cantly more newspaper only recognisers saw the brand as appropriate to their needs and lifestyle.

92%77%

+64%+10%

Newspaper Creative Diagnostics

See Page 22 of this report for more information on the Newspaper Creative Diagnostics measure and development of benchmarks.

POSITIVEHas a great picture

of the product

Is similar to allthe other ads

for the category

Headline made me want to stop and read more

Looks dulland boring

Is a good looking ad

Doesn’t grabmy attention Catches my eye

Is cluttered Makes it easy to seewhat is on offer

Has too muchinformation

Highlights an important product feature

NEGATIVE

All newspaper norm NESCAFÉ Greenblend newspaper ads

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[TH E FI N DI NGS]


[TH E FI N DI NGS]

Newspaper advertising drove cues most likely to motivate purchase.

Taste and emotional connection with coffee were considered likely factors to drive purchase.

Newspaper ads delivered on quality, emotion and taste values to a much greater degree than TV.


Newspaper advertising fundamentally improved television effectiveness.

Potential drinkers needed to understand the offer, its benefi ts and in turn feel good about, and consider the brand.

While convention generally tasked television with the feel good factor, RoleMap™ (below) illustrates that consumer response to the television became more effective when seen in unison with newspaper advertising.

Consumers responded more favourably to television ads when seen in concert with newspapers.

Four of the fi ve roles were amplifi ed when TV recognisers had also seen newspapers: For example TV + newspaper recognisers felt better about the brand (Affi nity+67%).

TV only

TV + newspaper

See Page 21 for more information on Role MapTM measures.

(RE)APPRAISAL

INFORMATIONCALL TO ACTION

PUBLIC AGENDA

AFFINITY

ROLE MAP

QualityNewspapers

+41%vs TV alone

EmotiveNewspapers

+44%vs TV alone

TasteNewspapers

+59%vs TV alone

+28%

+17%

Premium

0% 25% Collective increase

Worth paying more for

TV only Newspaper only

Mood lifter

Brings peopletogether

Helps reconnect you

Full bodiedtaste

Rich tasting

Creamy

+67%

+55%

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Warm Fuzzy

Harmony/ Connection

Self-Respect

At Peace/ Normal

Surprised/ Amazed

Entertained/ Pleased

Appreciated/ Special

Eager/ Enthusiastic

Exploited/ Ripped-off

Furious/ Outraged

Hate/ Repulsed

Irritated Hurt/Upset

Ashamed/Guilt

Aloof/Feel Superior

Confused

Bored

Shy

Sad/Depressed

Lonely/ Ignored

Apathetic/ Unmoved

Disappointed

Shocked

Tired/Worn Out

© Ipsos 2005

Emoti*ScapeTM

Happy

Warm Fuzzy

Curious/Interested

Harmony/ Connection

Proud/ Self-Respect

Gratitude/ Relieved

Jealous/ Wishful

At Peace/ Normal

Surprised/ Amazed

Entertained/ Pleased

Turned-On

Trust

Inspired/ Encouraged

Cool/Calm

Free/ Unrestricted

Confidence

Attraction/ Charmed

Appreciated/ Special

Love

Eager/ Enthusiastic


Furious/ Outraged

Hate/ Repulsed

Skeptical Irritated

Intimidated

Hurt/Upset

Ashamed/Guilt

Embarrased Aloof/Feel Superior

Confused

Worried/ Concerned

Bored

Shy

Sad/Depressed

Lonely/ Ignored

Apathetic/ Unmoved

Disappointed

Dislike

Shocked

Tired/Worn Out

[TH E FI N DI NGS] [TH E FI N DI NGS]

How emotional response to television advertising was measured

Warm Fuzzy

Entertained/


Furious/ Outraged

Skeptical Hurt/Upset

Ashamed/Guilt

Embarrased Aloof/Feel

Shy

Sad/Depressed

Lonely/ Ignored

Apathetic/ Unmoved

Disappointed

Shocked

Tired/Worn Out

Harmony/ Harmony/ Harmony/ Connection Connection Connection

Unrestricted Unrestricted Unrestricted

Confidence Confidence Confidence

Special Special Special

Enthusiastic Enthusiastic Enthusiastic

Negative Passive Positive Passive

Negative Active Positive Active

It is generally recognised that emotions infl uence cognitive processes, affecting motivations and behaviour.

Emotions can become associated with and create positive attitudes towards advertising, which in turn can be transferred to brands.

Emoti*Scape™ from Ipsos Media CT, helps understand emotional response. It measures the type of emotion conveyed by TV advertising with graphics/pictures.

In addition, it distinguishes emotions between positive or negative and active or passive levels of attention or engagement.

Newspaper advertising improved positive emotional response to TV advertising

The power of newspapers to foster emotional engagement is even more vividly demonstrated when Emoti*ScapeTM is explored in detail. Below we see the addition of newspapers is enhancing emotional response to the television by:

Newspapers helped deliver a more positive emotional reaction to the television.

-6 Confusion

Trusting +11

Engaged Relaxed

Dislike

-11 Detached

Enthusiastic +12TV + NP

TV only

Ipsos ASI Norm

+/- Added effect of newspapers

Increasing Trust and Enthusiasm with television

Reducing Detachment and Confusion with television

The Positive Active area is generally recognised as the closest to behavioural change/action, therefore it's highly desirable.

Newspapers had improved positive emotional response to TV.

The effect was most pronounced on the highly desirable Positive Active emotions (those considered closest to behavioural change), improving by +52% vs TV alone.

+8% Positive Passive

+52% Positive Active

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[TH E FI N DI NGS] [TH E FI N DI NGS]

Television and newspapers build an Instant Brand

Brand Equity strongest amongst newspaper recognisers

NESCAFÉ Greenblend’s aim was to build brand equity and drive sales quickly. To measure these key indicators of effectiveness, and the contribution of the newspaper element of the campaign, we used Equity Builder.

Equity Builder has been rigorously validated by Ipsos–ASI and is widely used in brand tracking studies. It provides a single-fi gure summary, taking into account brand sensitivity and the fi ve components of brand equity.

Newspapers are driving more signifi cant changes in brand equity.

The presence of newspapers helped recognisers to a greater rate of change across all of the brand equity measures, compared to television alone.

When considering the budget deployed for both media, newspapers delivered increases in brand equity far more effi ciently.

% points change Pre vs Post wave

Post wave scores (%) for Brand Equity Builder components

TV onlyNP onlyTV + NP

70

%

0Brand Relevance

11*

18*

24*°

Brand Familarity

23*

22*

24*

Brand Uniqueness

40*

44*

47*°

Brand Popularity

15*

17*

19*°

Brand Quality

27*

36*

33*°Collective brand equity scores, show that those

who recognised newspapers had a stronger perception of NESCAFÉ Greenblend than those who only recognised TV.

These results suggest the newspaper advertising resonated and made a genuine impact on the target group.

Notably these brand equity scores were the most impressive recorded for a completely new brand, according to Ipsos Media CT.

75°72

62

TV TV + Newspapers

70

0Brand Relevance Brand Familarity Brand Uniqueness Brand Popularity Brand Quality

15

7

18

18

38

28 14

12

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15The results demonstrate newspaper recognisers have heightened perceptions on all measures.

This performance on these dimensions contributed to building the NESCAFÉ Greenblend brand.

Equity Builder components

Relevance Familiarity Uniqueness Popularity Quality

This brand is appropriate and fi ts your needs

You are familiar with and understand what

this brand is about

This brand has unique or different

features, or a distinct image other brands

don't have

This brand is a popular brand

This brand has consistently high

quality

TV only NP only TV + NP

Brand Equity scores

°Signifi cantly different to TV Only – Ipsos Media CT

*Signifi cantly different to pre wave @ 95% c.l. °Signifi cantly different to TV Only @95% c.l.

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[TH E FI N DI NGS] [CONCLUSION]

Newspapers drive considerationand purchase intention

A strong brand equals a greater likelihood of sales. The newspaper effect being;

Higher brand consideration amongst TV + newspaper recognisers than TV alone.

Higher intention to trial amongst TV + newspaper recognisers than TV alone.

+38%+9%

Promising indications of future loyalty

The study also revealed strong indicators for future success, particularly amongst the group which recognised both television and newspapers.

15% agreed that NESCAFÉ Greenblend ‘is the only brand for me’.

The newspaper result is signifi cantly higher than TV only.

This result is compelling given the instant coffee category is fragmented, with a large number of competing brands and sub-brands and that the choice of ‘brand’ is more important than typically found in other FMCG categories.

TV onlyNP onlyTV + NP

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0

Brand Loyalty

7*

13*

15*°

The campaign is exceeding goals!

Beyond the Newspaper Effectiveness Metrics, NESCAFÉ Greenblend’s launch was evaluated on trial, share of category and awareness measures.

The scorecard is outstanding, with all measures either in excess of, or tracking ahead of goals.

Measure Result

Trial Actual trial is 23% above the planned goal +23%

Share of category Share is 2.75 times higher than planned +2.75x

AwarenessAwareness as measured in NESCAFÉ Greenblend's tracking is 1.5 times higher than planned +1.5x

% Proving Effectiveness

The Newspaper Works has embarked on a rigorous effectiveness programme designed to isolate and demonstrate the impact newspapers have when added to a television campaign, as well as the effect newspapers have when utilised across a variety of strategic roles, particularly those associated with brand building.

If you’re interested in your brand achieving results like NESCAFÉ Greenblend and would like to discuss partnering us in our effectiveness programme, contact The Newspaper Works on (02) 9692 6300.

*Signifi cantly different to pre wave @ 95% c.l. °Signifi cantly different to TV Only @95% c.l.

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[RESEARCH]

The Newspaper Works identifi ed a need for an advertising effectiveness metric that's specifi cally designed to measure the impact of advertising in newspapers; one which would be sensitive to the unique attributes of newspapers as well as rigorous enough to put it on par with other established media metrics currently in the market, like those used for television advertising. After an extensive selection process, independent media research expert Ipsos Media CT was awarded the project.

The new metric is the fi rst of its kind in Australia and provides previously unavailable insights into how consumers respond to advertising in newspapers and also assists advertisers and their agencies in better understanding how newspaper advertising works.

The metric provides learnings as to how advertisers can gain maximum benefi t from their newspaper advertising by measuring in-market results and demonstrating the effect newspapers have within a multimedia campaign.

The fi ndings of this report are based on the Newspaper Effectiveness Metric. It combines recognised brand and advertising measures with proprietary newspaper metrics, such as the Role MapTM measure and Newspaper Creative Diagnostics.

This set of measures provides a rigorously validated approach to understanding newspaper effectiveness and allows for benchmarking the performance of advertising against other ads tested.

Brand Measures Ad Measures

• Brand Awareness • Ad Recognition

• Brand Image • Brand Linkage

• Brand Commitment • Brand Equity Impact

• Brand Involvement • Role Map

• Brand Equity • Newspaper Creative Diagnostics

• Brand Sensitivity • Message Take-out

• Category/Brand Ad Awareness • Emotional Response

Proprietary newspaper measures

Introducing the Newspaper Effectiveness Metric

[RESEARCH]

All Newspaper Norm

The average footprint of over 40 ads tested demonstrates that they perform more strongly on Information and Call to Action in comparison with other roles more associated with brand building.

However many advertisers also realise that newspapers can create powerful connections with consumers across a more diverse range of strategic roles, such as those of Affi nity, (Re)Appraisal, Public Agenda and Extension.

(RE)APPRAISAL

INFORMATION

CALL TO ACTION

PUBLIC AGENDA

EXTENSION

AFFINITY

ROLE MAP

All newspaper norm

AFFINITY Gives me a good feeling

(RE)APPRAISAL Encourages me to think differently

INFORMATION Gives me more information

CALL TO ACTION Gives me a reason to buy, use or fi nd out more

PUBLIC AGENDA Raises an important issue/cause

EXTENSION Reminds me of the TV advertising

ROLE MAP

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[RESEARCH] [RESEARCH]

All Newspaper Norm

The second proprietary newspaper metric provides a set of creative diagnostics which are unique to the attributes of newspaper advertising. They’ve been developed to help identify areas for improvement where results across other brand and advertising measures may require further analysis and interrogation.

Has a great pictureof the product

Is similar to allthe other ads

for the category

Headline made me want to stop and read more

Looks dulland boring

Is a good looking ad

Doesn’t grabmy attention Catches my eye

Is cluttered Makes it easy to seewhat is on offer

Has too muchinformation

Highlights an important product feature

POSITIVENEGATIVE

Newspaper Creative Diagnostics

Qualitative and Quantitative research was undertaken to develop and measure the campaign for this study.

Qualitative Research:

Red Spider conducted two rounds of research, which helped to refi ne best practice newspaper creative. 5 focus groups were held in Sydney with 30 potential NESCAFÉ Greenblend drinkers.

Quantitative Research:

Ipsos Media CT conducted quantitative research in the fi ve mainland state capitals, weighted to be population representative, via an online survey. The sample (1,100) was representative of the target market for Greenblend, i.e. main grocery buyers aged 25-64, who had consumed instant coffee at home in the last week.

• The pre wave took place in September and the post in December 2008.

• The results were analysed mainly by three ad recognition groups;

• TV only recognisers <n. 233> • Newspaper only recogniser <n .127> • TV + newspaper recognisers <n. 155> • Respondents were the same at pre

and post wave stages. This differs from standard pre/post methodology, in which the pre/post samples are different but matched.

• This approach enabled us to look at pre-post shifts individually for each recogniser group and to isolate the effect of the campaign Won them from other possible infl uences.

• Results quoted are at 95% Signifi cance level.

Research Methodology

About Red SpiderRed Spider is an independent brand strategy consultancy, founded in the UK in 1994, which operates anywhere in the world. It works for brand owners and their communication agents advising on positioning, communications and new brand development. Red Spider’s raison d’être couldn’t be simpler: to inspire inspiring brand strategy.

About Ipsos Media CT In addition to providing audience measurement systems, Ipsos MediaCT brings research expertise to media, entertainment, video games, online and technology companies across 34 countries. Ipsos has four other specialisations offering advertising, loyalty, marketing insights and public affairs research.

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For more informationIf you’re interested in more information about this study, the Newspaper Effectiveness Metric or our effectiveness programme in general, please contact The Newspaper Works or visit www.thenewspaperworks.com.au

The Newspaper Works Level 3, 69-71 Edward Street, Pyrmont NSW 2009Telephone: +61 (0)2 9692 6300 Email: [email protected] www.thenewspaperworks.com.au

Newspapers help build an instant brand€¦ · It was a project jointly undertaken by Nestlé and...

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