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Newspapers build brand commitment and efficacy credentials for RoC Retin-Ox Correxion

A case study

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Objectives of the test

To evaluate the effectiveness of using national newspapers in combination with TV sponsorship of Channel 4’s ‘10 Years Younger’ to build knowledge of RoC’s superior science, latest technologies and expertise.

To increase brand consideration and retain users by focusing on product news and efficacy credentials.

Newspaper Creative

Stills from TV sponsorship

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The campaign was tracked among women aged 35-55 years, ABC1 who were users of facial moisturisers and non-rejecters of anti-ageing skincare products.

Hall & Partners’ research measured the target’s relationship with RoC Retin-Ox Correxion and RoC masterbrand pre to post the advertising. The main scaled measures included:

Brand commitment: likelihood to purchase RoC Retin-Ox CorrexionBrand quality: perceptions of efficacy

The results were analysed by those who had been exposed to:

– Newspapers only– TV sponsorship only–TV + Newspapers

Tracking the advertising

Media

TV Sponsorship(10 Years Younger)

Newspapers

Research Dates

Pre-Wave

Post-Wave

2005 AugustSeptember

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Adding newspapers to TV sponsorship:

– delivered brand commitment increase 100% higher than TV sponsorship alone

– boosted brand knowledge by 25% points

– doubled perceived brand efficacy for people seeing both media

– created significant shifts in non-user attitudes and perceptions

– enhanced overall RoC masterbrand health

The Findings – The top line

Newspaper Creative

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RoC endorsed the use of newspapers for brand building

“We were delighted with these results. Newspapers worked very well with our TV sponsorship activity to communicate the proposition and convince people of the superior efficacy and expertise of RoC Retin-Ox Correxion.

The ads looked good against newspaper articles that would interest our target consumer and people clearly found themreadable and newsworthy.”

Newspaper Creative

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Detailed results

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Adding newspapers doubles impact on brand commitment

Adding newspapers doubledthe impact of TV sponsorship on brand commitment.

Seeing TV sponsorship of C4’s‘10 Years Younger’ increased brand commitment by 10% pointscompared to pre-campaign.

Seeing both newspapers and TV Sponsorship created an increaseof +20% points.

Source: Hall & Partners

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Newspaper advertising significantly boosts brand knowledge

Brand familiarity among the total sample increased significantly by 6% points following the test campaign.

Women seeing both newspapers and TV sponsorship showed the highest increase in knowledge – 25% points higher than before the advertising and four times higher than the total sample.

Source: Hall & Partners

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Adding Newspapers doubles perceived efficacy

53% of women seeing the combination of newspapers and TV sponsorship agreed RoC Retin-Ox Correxion was more effective than other brands – more than double the pre-campaign level of 26%.

Source: Hall & Partners

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Newspapers enhance emotional involvement

Brand involvement for RoC masterbrand increased by +9% points for those seeing newspaper advertising, and +8% points for women seeing TV sponsorship.

But it was the sample seeing both newspapers and TV sponsorship who showed the most significant increase in emotional identification – up 22% points from pre-campaign level.

Source: Hall & Partners

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National Newspapers reach upmarket women

Newspapers provided high cover of the overall target market: 74% versus a cumulative reach for ‘10 Years Younger’ of 34% for a similar spend.

Newspapers added a more upmarket profile, closely reflecting the RoC TGI brand profile of 35% AB women.

Placement in women’s interest/lifestyle sections of newspapers helped RoC stand out, creating salience and relevant appeal.

Source: NMR/NRS 2005/ BARB