ghd - Newsworks

Report
ghd: Effectiveness
How newspapers ensured ghd
was at the top of the shopping list
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ghd successfully strengthened their premium, market leading
position in the run-up to Christmas through a relatively low
cost multi-media campaign.
Newsbrands - specifically newspapers - were included in the
schedule for the first time, and played a vital role in boosting
ghd’s brand health among a modern female target:
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ghd
Headline results
Newspapers improved more brand measures than TV or magazines
– Newspapers affected all ghd KPIs
Newspapers alone increased consideration of ghd
– Boosted gift consideration by 6%
– Enhanced ghd’s dominant position as “my first choice” for self-purchase
Newspapers, magazines and TV played different, but complementary
roles
– TV created “buzz” and improved brand image
– Magazines improved brand image
– But newspapers were main instigators of change
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ghd
Creative work
Newspaper creative
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ghd
Creative work
Magazine creative
TV creative
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ghd
Test detail
Objective
Reinforce women’s perceptions that ghd is at the cutting edge of
creativity and style - and ultimately put ghd stylers at the top of their
shopping list
Communications strategy
Create desire by showcasing the innovative new Scarlet Collection
Ads featured Katy Perry, brand ambassador
Target audience
Style-conscious women aged 16-50
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ghd
Test detail
Media Plan
Sept 11
CrossMedia™
Dec 11
225
TVRs
TV
Magazines
Research Dates
Millward Brown
Nov 11
433 GRPs
Newspapers
Media
Target audience:
Style conscious
women aged 16-50
Oct 11
190 GRPs
Pre
£m
0.29
0.35
0.19
During/Post
Ads in the main book of the newspapers accounted for 282 GRPs and the supplements for 151 GRPs
Source: NMR/BARB/NRS
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ghd
Test detail
Sample
1,400 women aged 16-50 who own and have used hair straighteners
in the last 6 weeks OR who are likely to consider them as a gift
Research method: Millward Brown CrossMedia™
Detailed media
consumption
+
Brand
response
questions
Contribution of
each medium
to changes in
brand
measures
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“ Newspapers added a strong dimension to
the ghd advertising campaign, producing
impressive results, especially for brand
consideration. It was very helpful to see
exactly which buttons were pressed by
each medium, and how they all fitted
together to create a strong campaign. ”
Stuart Spiegel
CMO, ghd
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The Findings
Brand response
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ghd
Newspapers ensured that all ghd brand KPIs were strengthened
ghd key measures uplift
% contribution by media
Newspapers
TV
Magazine
*Buzz= heard a lot about recently
Source: Millward Brown CrossMedia™
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ghd
Newspapers increase consideration, both as a gift & self-purchase
Uplift in consideration of ghd as gift for someone else
Very likely/likely
+6%
Contribution of
newspapers
Base
pre-campaign
Source: Millward Brown CrossMedia™
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ghd
Newspapers’ impact couldn't have been achieved by TV + magazines
Source: Millward Brown CrossMedia™
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ghd
National newspapers punched above their weight
Source: Millward Brown CrossMedia™
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ghd
Newspapers & TV were lowest cost media for driving ghd brand KPIs
Cost of 1% uplift in ghd brand measures
(awareness, buzz, advocacy, consideration, image)
£m
£1.16
£0.38
£0.38
Newspapers
TV
Magazine
Source: Millward Brown CrossMedia™
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ghd
Newspapers deliver significant new audience, fast
Source: NRS
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ghd
Newspapers complemented TV
Media profile delivery indexed against women 16-49
TV
Newspapers
140
Magazine
116
112
94
87
80
London
AB
Source: BARB/NRS
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The Findings
Advertising response
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ghd
ghd newspaper ads were impactful and well recognised
Newspaper ad recognition
% recognising
38
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Any ghd newspaper ad
Millward Brown
print norm
(326 ads)
Source: Millward Brown CrossMedia™
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ghd
ghd newspaper ads were highly involving
Source: Millward Brown CrossMedia™
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ghd
Newspaper ads for ghd performed strongly
Response to ghd ads
% agreeing
Source: Millward Brown CrossMedia™
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ghd
Newspaper ads were more informative
Advertising measures – Depth of information
Gives me enough information to decide whether ghd is for me
Agree %
63
43
TV
Newspaper
Source: Millward Brown CrossMedia™
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ghd
Newspaper ads created a stronger call to action
Advertising measures – Call to action
Gives me a reason to go out and buy ghd
Agree %
65
44
TV
Newspaper
Source: Millward Brown CrossMedia™
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ghd
Multiple newspaper executions increased responses
Source: Millward Brown CrossMedia™
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