unleashing the power of digital data to improve communications effectiveness in-market
TRANSCRIPT
Unleashing the Power of Digital Datato Improve Communications Effectiveness In-MarketSarah WalkerGlobal Lead, Digital Behavior Analytics
Claire SpaargarenGlobal Brand Director, Brand Performance
19th October 2016
Meet today’s speakers
Global Lead, Digital Behavior AnalyticsSARAH WALKER
Global Brand Director, Brand PerformanceCLAIRE SPAARGAREN
3
AGENDATHE IMPORTANCE OF COMMUNICATIONS IN BUILDING SALIENT BRANDSWhat we mean by building ‘mental awareness’
NEW WAYS TO MEASURE COMMUNICATIONS IMPACT IN A POST-SURVEY WORLDInsights from digital and social data
USING NEW TOOLS IN PRACTICECase studies from real life scenarios
4
THE IMPORTANCE OF COMMUNICATIONSIN BUILDING SALIENT BRANDS
1.
5
MEANINGFULMeets needs and appeals more
DIFFERENTDifferent and sets trends
SALIENTNeeds-based awareness
A reminder on building valuable and sustainable brands
6
But shifting equity isn’t easy!
Average change in Brand Power over a 12 month period is just 0.6%
(Estimated volume share a brand would achieve based on equity alone)
BRAND POWER MONTH 1 MONTH 12
+0.6%
7
However, the things that underlie equity move more quickly
Mean shift in individual Equity Dimensions over 12 months
(Index)
AVERAGE = 100Meaningful Different Salient
+7 +7
+9
8
A quick reminder of what we mean by ‘salience’
=
MENTAL AVAILABILITY
A brand’s ability to come to mind
QUICKLY AND READILYwhen activated by ideas relatingto category purchase
9
Salience is a powerful lever for brand growth
Source: 2012/3 compared to 2007/8 for 2,301 brands measured in BrandZ
Start End
-6
-4
-2
0
2
4
6
8
10
Shifting saliencecan have a big impact on brand growth - even for brands with very weak equity otherwise
Change in Salience
Cha
nge
in P
roje
cted
M
arke
t Sha
re
Average Meaningful DifferenceLow Meaningful Difference
10
Salience is a powerful lever for brand growth
Source: 2012/3 compared to 2007/8 for 2,301 brands measured in BrandZ
Start End
-8
-6
-4
-2
0
2
4
6
8
10
12
But even more powerfulfor meaningfully different brands
Change in Salience
Cha
nge
in P
roje
cted
M
arke
t Sha
re
High Meaningful DifferenceAverage Meaningful DifferenceLow Meaningful Difference
11
Advertising can be a powerful driver of brand salience
Start End0
1
2
3
4
Increase in awareness of communications
Average % increase in unaided brand awarenessS
alie
nce
12
Effective advertising is a function ofquality and quantity
Comms Awareness =
(Volume, Quality)f
13*Established brands with consistent advertising strategy
We have historically been be able to determine this quality by modelling survey data
(Volume, Quality)fComms awareness =
AWARENESSINDEX
Awareness Index vs. Sales2
1
1 200
Indicator of advertising quality
Sale
s In
dex
14
But we are entering a new era of marketing, which presents new challenges for survey research
SPEED OF OPTIMISATION PROLIFERATION OF CHANNELS
15
NEW WAYS TO MEASURECOMMUNICATIONS IMPACTIN A POST-SURVEY WORLD
2.
16
To understand how to measure mental availability, we need to understand what it involves:
CATEGORYRELEVANCE
BRANDFAME
=
A brand’s ability to come to mindQUICKLY AND READILY
when activated by ideas relatingto category purchase
17
We would expect different behaviours to be indicators of different types of change
Mental availability INCREASING
CATEGORYRELEVANCE
GROWING
BRANDFAME
=
18
We see the effects of advertising reflected in both of these digital behavior measures
Decreasein spend
No change Small increasein spend
Big increasein spend
-10
-5
0
5
10
15
20
+10%
+10%
+4%
+5%
-5%
-4%
1%
0%
% increase inBRAND SEARCHES
% increaseBRAND CONVERSATION
19Average increase in social mentions per increased GRP
Key question: Can we use these digital signals to generate a similar indicator of quality?
Average increase in social mentions per unit of media spend:
(Volume, Quality)f 2%
6%
12%
Campaigns with High AI
Campaigns with Low AI
Campaigns with Medium AI
SOCIAL CONVERSATION
20
Not only that, but we can create new metrics of success in building category relevance too
Average increaseIN SEARCH
-7%
0%1%
-4%
-2%
9%
BRAND BUILDING ADS LAUNCH / RE-LAUNCH ADS
Low HighMedium Low HighMedium
21
We can use these as metrics of campaign impact in real-time
GROWINGBRAND
FAME
INCREASINGCATEGORY
RELEVANCE
22
These data sources form part of our new suite of tools designed to give faster, more actionable advice to clients on their in-market activity
DIGITAL BEHAVIOR ANALYTICSDigital signals
ADNOW
Fast-turn surveys
BRAND LIFT INSIGHTS
Cookie-based targeting
23
USING NEW TOOLS IN PRACTICE3.
24
Case study: Proving the impact of a new creative style
25
Warburtons launched two new campaigns in 2015 representing a notable shift in creative style for the brand
31/12/2012 30/06/2013 31/12/2013 30/06/2014 31/12/2014 30/06/2015
250
200
150
100
50
TV GRPs
26
27
50%
67%
0%
53%56%
Early indication suggest performing above average on social, but not search
GROWING FAME NOT GROWING RELEVANCEBut that’s OK!
2014 Average Launch ofDeliverers
2014 Average Launch ofDeliverers
28
29
Their next campaign in this style was a new product launch, so expected to have more impact on relevant interest
CONTINUES TOGROW FAME
ALSO GROWINGRELEVANT INTEREST
50%
67%74%
53% 56%
72%
2014 Average Launch ofDeliverers
2014 Average Launch ofDeliverers
Launch ofGiant Crumpets
Launch ofGiant Crumpets
30
Combining this rapid feedback with other tools allows us to build a complete picture for clients
WEEKLY
Rapid feedback from DBA
24 HOUR TURNAROUND
Quick-turn deep-dive with ADNOW
3-6 MONTHS
Long-term impact via TRACKING & EQUITY results - and Sales!
Warburtonsbakes upsales rise
‘Emotional’ response
Enjoyment Involvement Affinity Dynamism
‘Rational’ response’
Persuasion New Information Different Relevant
‘Emotional’ response
Enjoyment Involvement Affinity Dynamism
‘Rational’ response’
Persuasion New Information Different Relevant
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The impact of the campaign so far has surpassed our expectations. Our new episodic approach showcases the fact that while we take our baking seriously, we don’t like to take ourselves too seriously as a brand, and perfectly reflect Warburtons’ sense of fun and family.”
Jonathan Warburton, Chairman
32
Case study: Understanding impact beyond TV
33
• The client planned to launching a new variant of their very established brand
• The brand had a well-loved and long-running creative device that was working well
• New TV execution featured the existing creative style, and contained new product news
Launch of a new variant for established beverages brand
The new TV creative execution tested extremely well:
Branded Impact
Persuasion
Difference
G
G
G
34
Despite Green TV ad, the total mix in 2014 was only mediocre in impacting on both fame and relevance for the brand – below expectations
DigitalRadioOutdoorPrintTV
A
A
+
2014:
35
Initial launch focused on new-product message, but supplementary media failed to back up the humour or distinctiveness of the TV spot
+TV
DIGITAL
36
Re-aired at a later date, with same TV creative but stronger messaging in digital and outdoor
+TV
DIGITAL
OUTDOOR
FREE SAMPLE OFFER+
37
Re-airing with stronger supporting media had a huge impact on the overall campaign success in both dimensions
DigitalRadioOutdoorPrintTV
A
A
+
2014:
G
G
2015:
+
38
Case study: Optimising activity during a period off-air for a high-profile CPG brand
39
In 2015, financial pressures on marketing budgets meant previously high TV spend had to be replaced by digital activation
Year 2 Year 3 Year 4Year 1
40
We know there are risks from brands 'going dark' on TV
TBCA Total mentions Buy nowadays Buy most often First mention Key imageTotal brand awareness Trial
-43
-23
-14-11 -10 -9
-7-3
Average net change in Survey Measures6 months after end of TV spend
41
Digital signals act as an early warning, showing a decrease in both aspects of mental availability virtually as soon as the ATL activity stopped
Time off-airPrevious period
Year 2 Year 3 Year 4Year 1
CATEGORY RELEVANT INTEREST
BRAND FAME
42
Why wasn’t their activity supporting the brand?
43
Creative diagnostics proved that people liked the individual executions when they were shown them
Execution 1
Execution 2
Likeability Branding Relevance New Information Different
NORM
44
So why aren’t the executions translating into lasting impact for the brand?
Are the executions enjoyed, but
FAILING TO IMPACT PEOPLE’S ATTITUDES?
Or are they working, but
NOT REACHING ENOUGH PEOPLE TO HAVE AN IMPACT?
45
Brand Lift Insights allows us to identify the impact of the execution on brand perceptions amongst those people who did see it
EXPOSED
Saw the campaign
CONTROL
Did notsee the campaign
BRAND SURVEY
46
Brand Favourability Purchase Intent Affinity
54
47
20
5249
19
Control (n=172), Exposed (n=130)** = significant at 80%
The ad did boost salience for those exposed to it, but had little lasting impact on broader brand metrics
ControlExposed
47
But the study also showed that this was being held back by (in)frequency of exposure
Frequency of exposure
Impr
ovem
ent o
ver c
ontr
ol
Single exposure 2+ exposures-15
-10
-5
0
5
10
15
Online Ad awarenessMessage associationBrand favourabilityPurchase intentAffinity
48
So why aren’t the executions translating into lasting impact for the brand?
Are the executions enjoyed, but
FAILING TO IMPACT PEOPLE’S ATTITUDES?
Or are they working, but
NOT REACHING ENOUGH PEOPLE WITH ENOUGH FREQUENCYto have enough impact?
49
The client was able to identify that their current activity wasn’t maintaining salience, and alter their targeting plan to compensate
Target
FEWER PEOPLEWITH HIGHER FREQUENCY
GREATER LASTING BRAND IMPACTfrom the same creative
FOR THE SAME BUDGET
50
Prove the value of great creative work
Understand the importance of their complete media mix
Help support brands during periods of financial pressure
From these cases we can see how new sources of data and targeting can help clients:
For more information:Sarah WalkerGlobal Lead, Digital Behavior [email protected]
Claire SpaargarenGlobal Brand Director, Brand [email protected]