Post on 25-Jun-2015
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Ribena Plus Play Chapter 1 evaluationMay 2012
What did we do?
Background• March saw biggest product launch for
Ribena in 20 years, Ribena Plus• The creative platform is ‘arming children
to explore the world’• The target audience was identified as
mums• We needed to make exploration relevant to
today’s mums
We identified play as our core theme- and, specifically, exploration through play
Ribena Plus Play Report• Working with trends experts The Trajectory
Partnership, we created the Ribena Plus Play Report, looking into the ‘state of play’ for families in the UK - Mixture of expert interviews, desk research and omnibus survey
amongst 2,000 parents
• Chapter 1 looked at the role of exploratory play and parental anxieties around play
• To launch the first chapter to media we built the Exploration Play Lab in central London and invited media, bloggers and their children to attend- A symbolic act to show that Ribena Plus is serious about exploratory
play- Timed to coincide with Easter holidays
Attendees• In addition to media and bloggers, we also invited:
- Ribena Mums- Twitter competition winners- Local playgroups
• This ensured that the PlayLab was full for when media arrived
• Over 120 attendees – over 100 kids!• 13 media confirmed attendance but five actually
came- Richard Holt, Daily Telegraph – and his daughter- Amanda Pauley, Practical Parenting and Pregnancy- Hannah Fox, Mother and Baby- Mediocre Mum- Annie QPR
“She had so much fun – she especially liked the ball pit! Really lovely idea.”
(and daughter!)
“I love Ribena World!”
8 year old son of blogger (who also wrote ‘I love Ribener Werld’ (sic) on the chalkboard)
Media outreach
Key statistics –As of 14th May 2012
• Total pieces of coverage: 59• Circulation: 81,360,444 • Opportunities to see/hear: 93,301,148
For every £1 spent we secured £4.16 worth of coverage and created
1,399 opportunities to see or hear campaign messaging*
* Excludes blogger and social media coverage
To break it down…• 5 pieces of national coverage (3 print, 2
online)• 12 pieces of regional coverage (6 print, 5
online)• 22 pieces of consumer coverage (1 print,
21 online)• 13 pieces of broadcast coverage (1
national, 12 regional)• 9 pieces of blog coverage
Date: 13/04/12Circ: 2,582,301OTS: 7,746,93
Date: 15/04/12Circ: 2,582,301OTS: 7,746,93
Date: 15/04/12Circ: 315,575OTS: 946,725
Date: 13/04/12UU p/m: 9,276,948
Date: 13/04/12UU (p/m): 46,151,000
Glasgow Sunday MailDate: 15/04/12Circ: 332,372OTS: 997,116
Date: 21/04/12Circ: 42,393OTS: 127,179
Edinburgh Evening NewsDate: 19/04/12Circ: 37,250 OTS: 111,750
Regional
Date: 13/04/12Listeners: 129,000
Date: 13/04/12Listeners: 84,000
Date: 13/04/12Listeners: 89,000
Date: 13/04/12Listeners: 154,000
Date: 13/04/12Listeners: 7,000,000 (e.g. Absolute Radio, Capital network)
Date: 13/04/12Listeners: 368,000
Date: 13/04/12Listeners: 262,000
Date: 13/04/12Listeners: 71,000
Date: 13/04/12Listeners: 485,000
Broadcast
Date: 13/04/12UU (p/m): 2,531,473
Date: 19/04/12UU (p/m): 560,000
Date: 13/04/12UU (p/m): 9,000
Social media
Key statsMentions of #RibenaPlayLab equated to:Exposure: 300,000+ impressionsNew followers: 67Reach: 40,000 accounts
Blogs• We engaged with key parenting bloggers
about play in the run-up to activity• Invited London-based parenting bloggers to
attend the PlayLab• Sent Chapter and press release to key
influencer blogs to secure coverage• Followed up with attendees with product to
secure reviews
Mummy Climbing Up the WallDate: 17/04/12Followers: 71,000
LilinhaangelDate: 18/04/12Followers: 947
Pathfinder UK BlogDate: 16/04/12Followers: n/a
Sport Wales blogDate: 01/05/12Followers: 5,000
Date: 13/04/12UU (p/m): 33,000
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Thank you!