12 steps to creating effective campaigns · content - roi supplied roi calculation in action...

12 STEPS TO CREATING EFFECTIVE

CAMPAIGNS

Of 97 finalists, 43 Effies were awarded.

GOLD

BeveragesGovernmentRetailSportPharma

BeveragesBeveragesGovernmentRetailSportPharmaFoodAutoFinancial ServiceNot-For-Profit

BeveragesRetailSportPharmaFoodAutoFinancial Services

SILVER BRONZE FINALISTSGRAND EFFIE

AUSTRALIAN EFFIES 2017

22 15 541 6

Source: ThinkTV analysis: Effies 2017 Finalist Entries

2017 2016

THE BAR IS HIGH

2017 2016New news is not necessary

New products drive ROI

11%

0%

14%

50%

9%

0%

9%

17%

11%

0%

14%

50%

9%

0%

9%

17%

Source: ThinkTV analysis: Effies 2017 Finalist Entries

Of 97 finalists, 43 Effies were awarded.AUSTRALIAN EFFIES 2017

97

Source: ThinkTV analysis: Effies 2017 Finalist Entries

40% of supplied ROI figures were calculated correctly.

Content - ROI Supplied ROI Calculation In ActionExample of ROI Calculation

ROI Correct

No ROI

AUSTRALIAN EFFIES 2017

100%

33%

0%

60%

67%

40%

77%

50%

23%

63%

30%

37%

OF THOSE WHO SUPPLIED AN ROI FIGURE HAD THE RIGHT ROI CALCULATION

40%

ROI

159%

Gross Sales increase $5,400,000

Gross Profit Margin 60%

Gross Profit increase $3,240,000

Campaign Cost $1,250,000

Gross Profit - Costs $1,990,000

Source: ThinkTV analysis: Effies 2017 Finalist Entries

You don’t need a huge budget to have an effective campaign.1. EFFECTIVENESS CAN’T BE BOUGHT

$3,340,000

$35,000$1,010,524

$5,318,899

$11,800,000

$15,500,000 $15,500,000

$0 $0 $0

$2,830,159$3,366,240

Gold Silver Bronze Finalist Overall

$4,227,662

$474,931$1,547,899

BRONZESILVERGOLD OVERALLFINALISTS

Source: ThinkTV analysis: Effies 2017 Finalist Entries

Focus on delivering to tightly set objectives.2. FOCUS FOCUS FOCUS

Shortlisted campaigns have fewer goalsFocus on delivering to tightly set objectives, rather than a broad array of achievementsMixture of addressing consumer needs and marketplace opportunities.

Ave. Goal per campaign Australian Effies 2017

Gold

Silver

Bronze

Finalists

0 0.5 1 1.5 2 2.5 3 3.5

Goals per campaign

58%

42%

Predominantly Branding

Predominantly Activation Effies Gold, Silver, Bronze and Finalists started with clear business outcomes

100%

Sales

15%

33%

17%

32%

Sales and Comms

65%

60%

50%

32%

Comms

20%

7%33%

36%

Finalist

Silver

Gold

Bronze

Source: ThinkTV analysis: Effies 2017 Finalist Entries

Source: ThinkTV analysis: Effies 2017 Finalist Entries

Gold Effie winners have simple strategies.3. KEEP THINGS SIMPLE

SUCCESSFUL CAMPAIGNS KEEP THINGS SIMPLE. IT’S HARD ENOUGH TO GRAB A CONSUMER’S ATTENTION,

IT’S IMPOSSIBLE TO HAVE THEM SPEND TIME DECIPHERING THE MESSAGE.

... 4

Simplicity of Strategy

5

4.2 4.4 4.8

Research is the foundation of effective marketing activities.

WINNERS WINNERS WINNERSQUAL AND QUANT QUANT QUAL

4. RESEARCH INFORMS OBJECTIVES

33% 13% 22%

Source: ThinkTV analysis: Effies 2017 Finalist Entries

Data driven marketing decisions improve campaign measurement.

Behavioural Economics25 CASES

Econometrics0 CASES

Neuro Research0 CASES

5. MEASURE PERFORMANCE

13.95%16.27%

41.86% 27.90%

Quant only

Qual only

Quant and Qual

None

Simple strategies deliver results Goal setting is evidence based

TYPES OF GOALS

INSIGHT BASED FROM

RESEARCH

BESPOKERESEARCH

THIRD PARTY

RESEARCH

GOLD 100% 50% 67%

SILVER 82% 59% 86%

BRONZE 100% 60% 73%

FINALISTS 91% 48% 65%

Source: ThinkTV analysis: Effies 2017 Finalist Entries

Finalists 4.0

Bronzewinner s 4.2

Silverwinner s 4.4

Goldwinner s 4.8

Source: Binet & Field 2017. Effectiveness in a changing Media Landscape

Broad reach works better than niche.6. TARGET EVERYONE

0.0%0.2%

0.6%

1.0%

1.4%

1.8%2017

0.4%

0.8%

1.2%

1.6%

Customers Non-Customers Both Broad Target (Mix of Customers/non-customers)Specific Target (Loyalists; Existing Customers)

65%

35%

Targeting

Broad Target (Mix of Customers/non-customers)

Specific Target (Loyalists; Existing Customers)

Winners had a clear view of their target audience

Finalists had a clear view of their target audience

2017 % of Effies Finalists who targeted Broad vs Specific

35%

35% 24%

65%Annu

al m

kt. s

hare

gro

wth

Consumer Insights - Essential for success

Winners

Finalists

28%

74%

49%51%

Goldwinners 100%

Silverwinners

100%Bronze

winners

82%

Finalists 93%

VS

Source: ThinkTV analysis: Effies 2017 Finalist Entries

Ads that generate strong emotional responses have greater sales impact.

Emotional Reactions to Advertising

CREATIVITY

Attention

Weak

Weak

Strong Difference

DifferenceStrong

Sales Impact

50 58

128 167

7. CREATE EMOTION

$

! 16%16%

30%

Creativity can be used to solve broader business issues

Make headlines instead of writing them

Make it newsworthy

Different isn’t everything, distinct is just as powerful

Be authentic - honesty pays off

Source: ThinkTV: The Benchmark Series Emotions in Advertising 2017

SWEET SPOT FOR NUMBER OF CHANNELS IS 4

40%

83%

62%

83% of Gold winners had 4 channels62% of Silver winners had 4 channels

40% of Bronze winners had 4 channels

NUMBER OF MEDIA CHANNELS

1 2 3 4 5 6 7 8 9 10

It’s not just what you say, it’s when and where you say it.8. ALIGN CHANNELS TO OBJECTIVES

Sweet spot for number of channels is 5NUMBER OF MEDIA CHANNELS

47%

77%

100%

100% of Gold winners had 5 channels

77% of Silver winners had 5 channels

47% of Bronze winners had 5 channels

Finalist

Silver

Gold

Bronze

Media Channels

0.0%

40%

80%

120%

20%

60%

100%

TV

Online Video

Online Disp

lay

Mobile

Direct

(incl. E

DM)

Search

Social

Magazin

esPres

sRadio

CinemaOOH

PR/Activat

ion

CateloguesGym

High Impact Multi-touch Targeted

Source: ThinkTV analysis: Effies 2017 Finalist Entries

The best creative in the world is totally ineffective if no one sees it.9. MAXIMISE REACH

Source: Binet & Field 2017. Effectiveness in a changing Media Landscape

Total videoBroadcast TV

Subscriber VoD

Online video

OOH

Radio

News brands

Cinema

Email

Social media

Messaging

SearchShopping/transacting

Other online

Internet for work

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

0.0 0.5 1.0 1.5 2.0 2.5 3.0 3.5 4.0 4.5

Aver

age

Daily

Hou

rs

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

TV

Online Video

Online Disp

lay

Mobile

Direct

(incl. E

DM)

Search

Social

Magazin

esPres

sRadio

CinemaOOH

PR/Activat

ion

CateloguesGym

Media Channels

Used TV in their campaigns

72%

Source: ThinkTV analysis: Effies 2017 Finalist Entries

Source: Binet & Field 2017. Effectiveness in a changing Media Landscape

Source: Binet & Field 2017. Effectiveness in a changing Media Landscape

Earned is not an effective substitute because reach build is too slow.10. PAID MEDIA DRIVES GROWTH

Avg. SOM growth p.a.

Avg. SOM growth p.a.

0.0%

1.0%

2.0%

3.0%

0.9%

13%

26%2.6%

0.5%

1.5%

2.5%

Online u

npaid

Online

paid

0%

10%

20%

30%

5%

15%

25%

Effect

of

adding ow

nedEffe

ct of

addin

g earn

ed

0%

30%

70%

100%

10%

50%40%

80%

20%

60%

90%

PaidOwne

d

Earned

POE used

PAID88%

OWNED72%

EARNED55%

ONLINEUNPAID

ONLINEPAID

0.9%

2.6%

Source: ThinkTV analysis: Effies 2017 Finalist Entries

Use the right channels to reach the right people at the right time.11. SCALE DRIVES EFFECTIVENESS

0%

5%

10%

15%

20%

25%

30%

35%

29%

20%17%

15%

7%

2%3%

6%

10%

6%

TV

Outdoo

rRad

ioPre

ss

Online

Cinema

Sponsorsh

ip PR DM

Promos

WInners

Finalists

Goldsil

ver

Bronze

5.6

4.25

7

6.1

4.3

0

1

2

3

4

5

6

7

8 Ave. Channels Used

Effect of adding medium

Incr

ease

in a

vg. n

o. V

L bu

sine

ss e

ffect

s

BRONZESILVERGOLD

WINNERS FINALISTS

7 6.1

5.6 4.25

4.3

Source: Binet & Field 2017. Effectiveness in a changing Media Landscape Source: ThinkTV analysis: Effies 2017 Finalist Entries

Use the right channels to reach the right people at the right time.11. SCALE DRIVES EFFECTIVENESS

360˚communication makes for more effective Marketing campaigns Integrated campaigns: focus not a “Little-bit-of-everything” deliver most effectively360˚ communication makes for more effective Marketing campaigns

Integrated campaigns: focus not a “Little-bit-of-everything” deliver most effectively

Paid, Owned

and...

Paid and owned

Just Paid

Just

Owned

Just e

arned

Focuse

d Media

Multi Chan

nel

Highly Targ

etedVira

l

CRM Only

0

20

40

60

80

100

0

20

40

60

80

100

360˚ communication makes for more effective Marketing campaigns Integrated campaigns: focus not a “Little-bit-of-everything” deliver most effectively

Paid, Owned

and...

Paid and owned

Just Paid

Just

Owned

Just e

arned

Focuse

d Media

Multi Chan

nel

Highly Targ

etedVira

l

CRM Only

0

20

40

60

80

100

0

20

40

60

80

100 Finalist

Silver

Gold

Bronze

Source: ThinkTV analysis: Effies 2017 Finalist Entries

TV partners powerfully with other channels. Online amplifies TV’s effectiveness.12. TV & ONLINE, BETTER TOGETHER

32%

55% +Both

Neither

TV only

Online Video only

ONLINEVIDEO

TV

TV

25% ONLINEVIDEO

Source: Binet & Field 2017. Effectiveness in a changing Media Landscape Source: ThinkTV analysis: Effies 2017 Finalist Entries