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The Proof

The Proof. The business case for newspaper advertising as part of the media mix. Bitesize Shredded Wheat. The client’s view.

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The Proof

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  1. The Proof The business case for newspaper advertising as part of the media mix

  2. Bitesize Shredded Wheat The client’s view “This is the second year we’ve worked with the Newsworks on the Advertising Effectiveness case studies and we are very pleased with how this campaign has evolved and the results achieved. Strategically it made a lot of sense to include our Bitesize Shredded Wheat brand given it was a new message for this brand and we wanted to understand how press could complement our TV campaign to maximum effect. Building upon our learning from last year we were able to develop and implement a press campaign which delivered strong strategic and executional synergy with the TV. The opportunity to pre-test the work allowed us to optimise the creative to ensure maximum effectiveness. The results? They speak for themselves. We sold more boxes, the brand is in growth and the new positioning has been well established in consumer’s minds. Newspapers have played a very clear and definitive role in helping achieve our objectives.” Phil TomsMarketing Controller, Shredded Wheat

  3. Bitesize Shredded Wheat Headline results Newspapers drove 6.9% sales uplift during and 8.4% post campaign At 3+ OTS, sales increased by 11% during and 7.4% post campaign TV + Newspapers increase brand commitment by 5% points TV + Newspapers increased brand involvement by 4% points Adding National Newspapers made the TV ad work harder across all diagnostic measures, including engagement, branding and communication

  4. Bitesize Shredded Wheat Test Hypothesis: Newspapers are perfect partners to TV TV and national newspapers are the perfect partnership They are processed in different but complementary ways: TV is more passive, newspapers involve active processing Both media are heavily consumedin the evening Media profiles are complementary Together, the brand impact should be stronger than either medium separately

  5. Bitesize Shredded Wheat The creative work Newspaper creative TV creative

  6. Bitesize Shredded Wheat Test detail Campaign objectives To encourage women to choose the unadulterated goodness of Bitesize Shredded Wheat, that helps them keep an eye on their weight. Media Plan 68TVRs 68TVRs 225TVRs 61TVRs 81TVRs 81TVRs 237GRP5s Research sample: Women 25-60, regular buyers of cerealMedia Source: NMR/BARB/NRS

  7. Bitesize Shredded Wheat The findings

  8. Bitesize Shredded Wheat National newspapers drive extra 8.4% sales uplift Newspaper Advertising effect on Sales% increase 8.4 6.9 Post During Source: dunnhumby

  9. Bitesize Shredded Wheat Higher OTS drives 11% sales increase Newspaper Advertising effect on Sales at 3+ OTS% increase 11.0 7.3 Post During Source: dunnhumby

  10. Bitesize Shredded Wheat Brand commitment increases more with TV plus newspapers Brand FamiliarityLikelihood to choose*Pre to Post % points increase – Top 2 Box % TV solus TV + NP 27 +2 +5 22 17 15 Pre-wave Pre-wave Post-wave Post-wave

  11. Bitesize Shredded Wheat Brand involvement up with TV + newspapers Brand InvolvementSomeone I like*Pre to Post % points increase – Top 2 box TV solus TV + NP -5 +4 39 35 29 24 Pre-wave Pre-wave Post-wave Post-wave

  12. Bitesize Shredded Wheat TV + newspapers shift brand image Brand imagePre to Post % points change in endorsing Bitesize Shredded Wheat MB norm 3 Helps you keep an eye on your weight +3 6 -1 Really nutritious +7 6 -3 Stops temptation to snack +8 5 Fills you up more than other cereals 1 +3 4

  13. Bitesize Shredded Wheat Pre-testing aids higher recognition Recognition – Newspaper ads% recognising BitesizeShredded Wheat 34 Millward Brown Print Norm(326 ads) 20

  14. Bitesize Shredded Wheat Visual standout is vital Very eye-catching I’d stop and look at rather than turn the page Newspaper ads - % agreeing MB UK Norm BitesizeShredded Wheat 76 60 58 42

  15. Bitesize Shredded Wheat TV plus newspapers drives web traffic TV + Newspaper Advertising effect on web traffic Unique visitors to Capital One % increase +21 89 68 56 TV + NP TV solus MB UK Norm

  16. Recognise TV + NP ad Bitesize Shredded Wheat Newspaper ads make TV ad more engaging +13 +16 +12 Distinctive Involving Interesting Millward Brown – TV Involvement Diagnostics Disturbing Soothing Millward Brown Norm(Base: 698 TV ads) Unpleasant Pleasant Recognise TV ad Difference between NP and TV -+ Irritating Gentle Weak Boring Dull -10

  17. Bitesize Shredded Wheat Adding newspapers increases TV enjoyment TV Ad EnjoymentEnjoyed watching% +12 74 62 56 TV + NP TV solus MB UK Norm

  18. Bitesize Shredded Wheat Newspapers enhance and complement TV messages TV AdvertisingStrongly suggests% answering TV + NP TV solus Added effect of NP 87 Contains only wholegrain wheat and no other ingredients +1 88 78 Small and easy to eat biscuits +6 84 75 Helps you keep an eye on your weight +10 85 More natural than other cereals 68 +15 83 54 Tastes great +7 61

  19. Bitesize Shredded Wheat Newspapers communicate powerfully Newspaper AdvertisingStrongly suggests% answering Helps you keep an eye on your weight 71 Contains only wholegrain wheat and no other ingredients 68 More natural thanother cereals 65 Small and easy toeat biscuits 58 Tastes great 47

  20. Bitesize Shredded Wheat Newspapers increase rational and emotional response to TV Response to TV ads% agreeing TV + NP TV solus Added effect of NP 64 Contains only wholegrain wheat and no other ingredients +9 73 58 Small and easy to eat biscuits +17 75 71 Helps you keep an eye on your weight +13 84 More natural than other cereals 64 +12 76 50 Tastes great +17 67

  21. Bitesize Shredded Wheat Newspapers create emotional connection Advertising measures – Brand ValuesHelps me to connect and identify more strongly*Top 2 Box % 85 68 63 Any NP TV + NP TV solus

  22. Bitesize Shredded Wheat Newspapers induce re-appraisal Advertising measures – Re-appraisalSurprising and gets me to think differently*Top 2 Box % 85 68 63 Any NP TV + NP TV solus

  23. Bitesize Shredded Wheat Call to action up 52% when newspapers added Advertising measures – Call to ActionGives me a reason to go out and buy*Top 2 Box % 85 67 56 Any NP TV + NP TV solus

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