KinderCAMPAIGN EFFECTIVENESSJuly 2015

Agenda

• Campaign and Objectives

• Research Methodology

• Campaign Impact

• Brand Effects

• Consumer Behaviour

• Summary

Campaign Objectives:

• To increase awareness of Kinder chocolate• To improve perceptions of the Kinder brand• To increase purchase consideration for Kinder chocolate

Campaign and objectives

• Recruitment from the Time Inc. customer database

• Fieldwork = 20th July – 31stth July 2015

• Survey carried out amongst:

• Unexposed (sample 263) Vs. Exposed (sample 225)

NB – Exposed to any of the online, social media, competition

Research methodology

Campaign Impact

Q9. Have you seen any <online / mobile / competition, features> like this for Kinder before?Base: all respondents (488)

46%54%

Recall

The activity drove good levels of recall Recall = 46%Ad recall

ExposedUnexposed

Benchmark

41%

Recall was highest for Digital*: 35%, Competition: 29%, Mobile: 27%

35%

65%

Digital

ExposedUnexposed

27%

73%

Mobile

29%

71%

Competition

Base: all respondents (488)Q9. Have you seen any <online / mobile / competition, features> like this for Kinder before?*Digital relates to desktop creative and editorial article

12% 10 – Excellent

8% 9

25% 8

22% 7

12% 6

16% 5

2% 4

1% 3

1% 2

0% 1 – Very poor

The activity is well-thought-of by readers

Q10 On average, what is your overall impression of the feature(s) you have seen? How would you rate it/them on a scale of 1-10, where 10 is “excellent” and 1 is “very poor”?

Base: all exposed respondents (225)

80% rated

campaign as 6+

83 %BENCHMARK

40% trusted the ads

48%enjoyed the advertising

Q11 Here are some statements that people may/may not have said about the advertising campaign for Kinder Chocolate, how much do you agree or disagree with each statement?

Base: all exposed respondents (225)

Considering the nature of the activity it’s good to see that it was memorable

Benchmark

37%

Benchmark

48 %

48% found the activity memorableBenchmark

37 %

x

Q13 Please let us know what you thought about the features/ads. Did it change what you thought about Kinder chocolate?

Base: all exposed respondents (225)

“I buy it for my Grandchildren because its a

brand I trust.”

“The new competition makes me, as the

consumer, more involved with the brand. It made

the brand more exciting.”

“I think Kinder chocolate is a fine trustworthy brand and most suitable for little ones, who will enjoy it no matter

what age they grow to.”

“I desired it more & went straight to the shop to get

some!! Yummm!!”

“Very creative / encouraging children to get more involved in the company and made me

go out and buy more products ”

The activity re-enforces trust and consideration

“It opened my eyes to something I knew little about

but made me interested in the product. I would definitely buy

the produce in future.”

Brand Effects

68%63%

55%

36%

28%

20%16% 16%

11%

3% 4% 3% 2% 1%

32%

70%65%

56%

39%

24%21% 20%

16% 14%

7%2% 2% 3% 2%

29%

Cadbury(All)

KinderChocolate

(All)

Nestle Mars Milkybar CadburyDairy Milkbuttons

Milkyway(All)

Smarties CadburyDairy Milk

Freddo

CadburyFudge

MilkywayMagic Star

KinderSurprise

CadburyCurlyWurly

CadburyDairy Milk

Other

Unexposed Exposed

Q7 Please can you type in the names of any 3 brands of Kids Chocolates that you know of? Please type in the first three you think of below.

Base: all unexposed (263) & exposed (225) respondents

Kinder as a whole came second of the brands mentionedUnprompted Brand Awareness

+3%

99% 98% 97% 97% 97% 95% 96% 95%89% 91%

88%

31%

99% 99% 99% 99% 98% 98% 97% 97% 96%90% 92%

49%

Cadbury DairyMilk Buttons

Cadbury DairyMilk

Milkyway Smarties Milkybar CadburyFudge

Cadbury CurlyWurly

KinderSurprise

KinderChocolate

Cadbury DairyMilk Freddo

MilkywayMagic Stars

KinderChocolate

with Cereals

Unexposed Exposed

Q7a Which of the following brands, if any, have you heard of? Base: all unexposed (263) & exposed (225) respondents

The activity has made a significant impact on prompted awareness.Prompted Brand Awareness

+58%Stat. Sig

+8%Stat. Sig

54%

38%43% 43%

23% 26% 22%18%

80%

67%61%

53%42%

36% 36%27%

Kinder chocolate isrunning a promotion

Make your little one’s art famous is the new

promotion for Kinder chocolate

Make your little one’s art famous is an exciting

competition

I’d recommend Kinder chocolate to friends

My child could win andbe on Kinder chocolate

packs

Kinder chocolate is forpeople like me

I want to know more about the Kinder

chocolate competition Make your little one’s art

famous

Everyone is a winnerwith Kinder chocolate

competitions

Unexposed Exposed

Q12b. How much do you agree with the following statements about Kinder?

The campaign improved perceptions of Kinder

Base: all unexposed (263) & exposed (225) respondents

Benchmark 40% 44%

Stat. Sig

+48%

Stat. Sig

+23%

Stat. Sig+38%

Stat. Sig

+76% Stat. Sig

+42%

Stat. Sig

+83%Stat. Sig

+64% Stat. Sig+50%

58%

36%

43%

21%

26%

36%

10%

23%

9%

18%

12%

17%

8%

13%

10% 9% 10%

6%

10%13%

0%2%

14%

63%

49%

42%

38%35%

31%30%

24% 24%23%

21% 21% 21%19%

16% 16%14% 14% 13% 12%

0% 0%

8%

Unexposed

Exposed

Q17 Which, if any, of the following words do you associate with Kinder Chocolate?Base: all unexposed (263) & exposed (225) respondents

Those exposed have higher associations with positive adjectives; none selected any negative ones

Denotes statistically significant uplift

Consumer Behaviour

70% 67% 66% 64% 60%52%

44% 40%36%

Kinder Chocolateis made especially

for children

Kinder Chocolateis different from

other brands

Kinder Chocolateis a modern brand

Kinder Chocolateis growing in

popularity

Kinder Chocolateis a brand I can

trust

It made me feelthat Kinder

Chocolate is abrand I can trust

Kinder Chocolateis a brand I love

It made me thinkmore positively

about KinderChocolate

It made me wantto buy Kinder

Chocolate

Base: all exposed respondents (225)Q12a And as a result of seeing the campaign for Kinder Chocolate, how much do you agree with the following statements?

70% of readers feel that Kinder is made especially for children

Q15 Which, if any, of the following did you do/intend to do after seeing the adverts/features/advertorials for Kinder Chocolate?

Base: all exposed respondents (225)

58% looked /

intend to look for Kinder in

store

51%have or will recommend

Kinder Chocolate to

someone

The activity encouraged readers to look for Kinder & helped generate word of mouth

Benchmark 52% 36%

Q15 Which, if any, of the following did you do/intend to do after seeing the adverts/features/advertorials for Kinder Chocolate?

There were good levels of interest in Kinder

36%entered / plan to enter the competition

“Colourful and attractive to parents”

“Excellent advert, informative and

encouraged me to purchase”

Base: all exposed respondents (225)

37%talked / intend to talk to someone about it

33%looked / intend to look for Kinder online

Q15 Which, if any, of the following did you do/intend to do after seeing the adverts/features/advertorials for Kinder Chocolate?

Base: all exposed respondents (225)

58%

51%

46%

43%

37%

36%

33%

23%

21%

20%

20%

Looked for the product in store

Recommended Kinder chocolate to someone

Recommended Kinder chocolate promotion to someone

Visited the Kinder Chocolate website

Talked to someone about the Kinder chocolate promotion

Entered competition

Looked for the product online

Shared the ad via social media (Facebook, Twitter, Pinterest, etc.)

Commented on Kinder chocolate on social media

Clipped or saved the ad

Emailed someone about the Kinder chocolate promotion

1 in 2 recommended Kinder chocolate,43% visited the Kinder websiteCall to action

71%did/intend to do something as a

result of the activity

Benchmark

67%

Q14 How likely are you to consider buying Kinder Chocolate for your kids or others in the future?

64%Unexposed

86%Exposed

+34% uplift

as a result of the campaign

Consideration is higher amongst exposed respondents

Base: all unexposed (263) & exposed (225) respondents

Base: all exposed respondents (225)

As a result of the campaign…

Q16 As a result of seeing the Kinder Chocolate advertising campaign, did you buy it?

40%bought Kinder

Benchmark

29%bought product

SUMMARY

46%Recalled the ads

Good impression of Campaign

Found the ads informative

Increased consideration

Influencing behaviour in store

Sparked action

80%

Positive impression:

48%Informing:

+34%

Would consider:

6/10Have/intend to look for the product:

7/10Took action:

Appendix

43%

16%11%

3% 3% 3% 3% 0% 1%5%

43%

74%

36%29%

11% 10% 10% 9%2% 0%

4%

12%

TV In-store Magazine Website Newspaper Posters Socialmedia

(Facebook,Twitter,

Pinterest,etc.)

Radio Other Don’t know

I haven’t seen any

advertising

TV takes the highest share of attribution followed by In-store and Magazine

Q8 Have you seen or heard any advertising for Kinder Chocolate recently? Please select all the places you have seen / heard advertising.

Unexposed Exposed

Base: all unexposed (263) & exposed (225) respondents

46%

35%27% 29%

19% 22% 19%

54%

Exposed Digital Mobile Competition Digital andMobile

Digital andCompetition

Mobile andCompetition

Unexposed

Base: all respondents (488)Q9b Have you seen an online feature / advertisement like this for Kinder Chocolate before?Q9c Have you seen any mobile features/advertisements like this for Kinder Chocolate before?Q9e Have you seen a competition like this for Kinder Chocolate before?

46% of respondents saw the activity with digital most widely seen