how knowing your brand's signature informs your...
TRANSCRIPT
HOW KNOWING YOUR BRAND'S SIGNATURE
INFORMS YOUR BEST TARGETS
CASE STUDY: REYNOLDS WRAP
Leslie Wood, PhD.
Chief Research Officer
Nielsen Catalina Solutions
Michael Hugo
Director Of Marketing—Analytics
& Growth Strategies
Reynolds Consumer Products
Copyright © 2018 Nielsen Catalina Solutions | Confidential & Proprietary
When It Comes To Advertising,
Who Do You Target to Drive Growth?we all want science to answer the question
NON-BUYERS
To drive penetration
CURRENT BUYERS
To maximize
sales productivity
Answer: Neither—It Depends on:
Brand characteristics Strategic choices Who the creative resonates with
♞♜♟
Copyright © 2018 Nielsen Catalina Solutions | Confidential & Proprietary
2018 Study: How to Build Brands?
Goal: Practical Advice for Driving GROWTH
3½ years of data
48 4-week segments
AdIntel Advertising spend and share of voice
RMS Store level sales, promotion, deal, price
FSD Household level analysis of repeat rates,
purchase cycle, loyalty
Sales Effect Campaign level exposure and ad
response measures by households
50 Brands
10 Advertisers
Each supplied 5 types of brands
• Growing
• Stable
• Declining
• Successful Introduction
• Failed Introduction
Copyright © 2018 Nielsen Catalina Solutions | Confidential & Proprietary
NCS Targeting Playbook
Key Inputs Lead to Projected Sales by Target
INPUTS
BRAND SIGNATURES
Who is buying the brand, and how
has this changed over time?
1
HEAT MAPS
a) Who is your creative resonating with?
b) Who is the advertising reaching?
2 PROJECTED
SALES
Which targets will drive the
most incremental sales?
3
RESULTS
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Reynolds Wrap
Non/Light/Medium
Category Buyers
Heavy
Category BuyersAcquisition Retention
Non-Brand Loyals & Switchers Category Buyers
?
Which drives the most
INCREMENTAL $ALES?
Copyright © 2018 Nielsen Catalina Solutions | Confidential & Proprietary
Reynolds Wrap on Meredith Digital
Campaign Summary
GOALS
• Drive increased usage
among current users,
especially during the
holidays
• Understand how the
long- purchase
cycle dynamics affect
advertising decisions
STRATEGIES
• Content: Use recipes
that require foil as a
“key ingredient”
• Target using audience
segments from Meredith
and NCS, incorporating
attitudinal attributes
and cooking behavior
AD FORMAT
Digital display in
multiple types of units
FLIGHT DATES
June 2017–January 2018
SUCCESS
METRICS
• +3% sales lift
• $5.61 ROAS
♞♜♟
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Reynolds Campaign Creative
Targeting Used Custom Segments from Meredith & NCS
Copyright © 2018 Nielsen Catalina Solutions | Confidential & Proprietary
NCS Brand Buyer Matrix (13-cells)
STABLE BRAND
PRIOR
NON-CATEGORY
BUYERS
PRIOR
NON-BRAND
BUYERS
BRAND BUYERSAVERAGE
NON-LOYALS SWITCHERS LOYALS
LIGHT CATEGORY BUYERS
21.0%
10.9% 0.1% 1.9% 7.7%
100%MEDIUM CATEGORY BUYERS 5.2% 1.5% 7.9% 10.7%
HEAVY CATEGORY BUYERS 1.9% 3.7% 12.7 14.9%
Brand SignatureShows Brand and Category Segments over 3.5 Years
Prior Non-Category Buyers
Light Category Prior Non-Brand Buyers
Light Category Loyals
Medium Category Switchers
Medium Category Loyals
Heavy Category Non-Loyals
Heavy Category Switchers
Heavy Category Loyals
Copyright © 2018 Nielsen Catalina Solutions | Confidential & Proprietary
Step 1
Reynolds Wrap Fits the Standard Brand Signature
REYNOLDS
WRAP W/ 1-YR
PRE PERIOD
REYNOLDS
WRAP W/ 2-YR
PRE PERIOD
1-Year 2-YearPrior Non-Category Buyers
Light Category Prior Non-Brand Buyers
Light Category Loyals
Medium Category Switchers
Medium Category Loyals
Heavy Category Non-Loyals
Heavy Category Switchers
Heavy Category Loyals
Copyright © 2018 Nielsen Catalina Solutions | Confidential & Proprietary
• The creative was most effective among switchers and non-loyals
• Prior non-category buyers, although they make up a large portion of population,
were not responsive to the creative message.
Step 2A: Heat Map
Who did the creative resonate with?
Light Category Buyers 0.16$ N/A 0.44$ 0.02$
Medium Category Buyers 0.02$ 0.23$ 0.22$ 0.00$
Heavy Category Buyers -$ 0.19$ 0.61$ 0.15$
-$ 0.08$
Incremental Sales per Category Purchase
Prior Non-
Category
Buyers
Prior Non-
Brand
Buyers
Brand Buyers
TotalNon-Loyal Switchers Loyal
Copyright © 2018 Nielsen Catalina Solutions | Confidential & Proprietary
• There was strong delivery among category buyers and switchers
• However, prior non-category buyers, which represent 20% of the population, did
have 2/3rds of the reach of the other cells (even though there was no response
there
Step 2B: Heat Map
Which segments did the campaign reach?
Light Category Buyers 1.9% 2.5% 2.3%
Medium Category Buyers 2.5% 2.1% 2.4% 2.5%
Heavy Category Buyers 2.6% 2.0% 2.8% 2.8%
Switchers Loyal
2.2%1.5%
Coverage [Reach] of Purchase Occasions
Prior Non-
Category
Buyers
Prior Non-
Brand
Buyers
Brand Buyers
TotalNon-Loyal
Copyright © 2018 Nielsen Catalina Solutions | Confidential & Proprietary
Reynolds Wrap
Which Buyer Target Drives the Most Sales?
Non/Light/Medium
Category Buyers
Heavy
Category BuyersAcquisition Retention
Non-Brand Loyals & Switchers Category Buyers
Prior
Non-Category
Buyers
Prior
Non-Brand Buyers
Brand Buyers
Non-Loyal Switchers Loyal
Light Category Buyers
Medium Category Buyers
Heavy Category Buyers
Copyright © 2018 Nielsen Catalina Solutions | Confidential & Proprietary
Note: Brand Signature Used 1-year Pre-period
Step 3
Project Incremental Sales by Targeting Option
$-
$200,000
$400,000
$600,000
$800,000
$1,000,000
$1,200,000
$1,400,000TOTAL INCREMENTAL $
Non/Light/
Medium
Category Buyers
Heavy
Category
Buyers
Acquisition Retention Non-BrandLoyals &
Switchers
Category
BuyersActual
Copyright © 2018 Nielsen Catalina Solutions | Confidential & Proprietary
1-Year
1-Year
1-Year
1-Year
1-Year
1-Year
1-Year
1-Year
2-Year
2-Year
2-Year
2-Year
2-Year
2-Year2-Year
2-Year
$-
$200,000
$400,000
$600,000
$800,000
$1,000,000
$1,200,000
$1,400,000TOTAL INCREMENTAL $
• The choices and trade-offs are slightly different but would not change the decision
Step 3
Compare 1-Year vs. 2-Year Signatures
Non/Light/
Medium
Category Buyers
Heavy
Category
Buyers
Acquisition Retention Non-BrandLoyals &
Switchers
Category
BuyersActual
Copyright © 2018 Nielsen Catalina Solutions | Confidential & Proprietary
Reynolds Wrap –
CREATIVE
• Optimize messages leveraging
behavioral data; align w/ targets
• Continue to monitor creative to
see if it is resonating w/ targets
TARGETING
• Ensure strong delivery to category buyers, especially heavy
• Reach switchers (a small but worthy group)
• Select media properties synergistic w/ the creative messaging
Future Campaign Implications
OVERALL
• Maintain the brand base with increased usage + get higher share
among switchers
• Delivering a message at the right time in the purchase cycle is
challenging
Thank YouContact Information
Learn more: https://ncsolutions.com
Twitter: @NCSolutions
Email: [email protected]
Appendix
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Thank you to our Sponsoring Media Companies
Longman-Moran Analytics, Inc.
And Participants
The Brand Growth Consortium
Copyright © 2018 Nielsen Catalina Solutions | Confidential & Proprietary
Definitions for NCS Brand-Buyer Matrix
NCS BRAND BUYER MATRIX—BASED ON PRIOR YEAR PURCHASING
Prior Non-Category
Buyers
Prior Non-Brand
Buyers
Brand Buyers
Non-Loyals Switchers Loyals
Light Category Buyers
Non-Category
Buyer
Bottom 1/3 in
Category Spending;
Non-Brand Buying
Bottom 1/3 in
Category Spending;
<30% SOR
Bottom 1/3 in
Category Spending;
30-70% SOR
Bottom 1/3 in
Category Spending;
≥70% SOR
Medium Category BuyersMiddle 1/3 in
Category Spending;
Non-Brand Buying
Middle 1/3 in
Category Spending;
<30% SOR
Middle 1/3 in
Category Spending;
30-70% SOR
Middle 1/3 in
Category Spending;
≥70% SOR
Heavy Category BuyersTop 1/3 in
Category Spending;
Non-Brand Buying
Top 1/3 in
Category Spending;
<30% SOR
Top 1/3 in
Category Spending;
30-70% SOR
Top 1/3 in
Category Spending;
≥70% SOR
SOR = Share of Requirements: Brand Sales as a percent of category sales within a household
Copyright © 2018 Nielsen Catalina Solutions | Confidential & Proprietary
Non/Light/Medium
Category Buyers
Heavy
CategoryAcquisition Retention Non-Brand Buyers Loyals & Switchers Category Buyers
Penetration Loyalty Heavy Buyers
Standard
Impulse
Dominant
TV Digital TV Digital TV Digital
CREATIVE
BRAND
SIGNATURE
Select
BRAND
SIGNATURE row
(three examples
are shown)
Use the column that represents
your CREATIVE
Select
TARGET
based on
Incremental
Sales
1
2
3
NCS Targeting PlaybookLearn your best targeting options for your brand and creative
Copyright © 2018 Nielsen Catalina Solutions | Confidential & Proprietary
85% Of Brands Matched These Types
Brand Signatures
IMPULSE STANDARD DOMINANT
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 30 31 32 33 34 35 36 37 38 39 40 41 42 43 44 45 46 47 48
Growing Brand BF - % Total Brand $ Sales
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 30 31 32 33 34 35 36 37 38 39 40 41 42 43 44 45 46 47 48
Growing Brand BB - % Total Brand $ Sales
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 30 31 32 33 34 35 36 37 38 39 40 41 42 43 44 45 46 47 48
Declining Brand BO - % Total Brand $ Sales
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 30 31 32 33 34 35 36 37 38 39 40 41 42 43 44 45 46 47 48
Declining Brand BY - % Total Brand $ Sales
0%
10%
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30%
40%
50%
60%
70%
80%
90%
100%
14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 30 31 32 33 34 35 36 37 38 39 40 41 42 43 44 45 46 47 48
Declining Brand BJ - % Total Brand $ Sales
0%
10%
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60%
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90%
100%
14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 30 31 32 33 34 35 36 37 38 39 40 41 42 43 44 45 46 47 48
Declining Brand BK - % Total Brand $ Sales
0%
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100%
14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 30 31 32 33 34 35 36 37 38 39 40 41 42 43 44 45 46 47 48
Declining Brand BA - % Total Brand $ Sales
0%
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100%
14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 30 31 32 33 34 35 36 37 38 39 40 41 42 43 44 45 46 47 48
Stable Brand AQ - % Total Brand $ Sales
0%
10%
20%
30%
40%
50%
60%
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80%
90%
100%
14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 30 31 32 33 34 35 36 37 38 39 40 41 42 43 44 45 46 47 48
Stable Brand AS - % Total Brand $ Sales
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Outliers
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 30 31 32 33 34 35 36 37 38 39 40 41 42 43 44 45 46 47 48 49
New Successful Brand AA - % Total Brand $ Sales
0%
10%
20%
30%
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50%
60%
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80%
90%
100%
14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 30 31 32 33 34 35 36 37 38 39 40 41 42 43 44 45 46 47 48 49 50
Growing Brand BG - % Total Brand $ Sales
Brand Signatures