Millward Brown – British Airways
Transcript of Millward Brown – British Airways
BackgroundIn 2012, British Airways sought to communicate its competitive edge over low-cost airlines. In the UK, BA ran an online campaign across various sites and networks communicating key messages surrounding comfort and ease of flying. British Airways sought to optimise the campaign mid-field by upweighting the best performing creatives and sites to maximise campaign impact. Millward Brown employed their AdIndex Dash solution to measure the campaign’s contribution on key performance measures and allow for in-field optimisation.
Key FindingsOverall, the campaign had tremendous success and led to a significant increase in Consideration for British Airways (BA) as well as enhanced perceptions of BA being an easy and stress free airline.
Bold Green font indicates statistically significant positive data
MethodologyAdIndex uses simultaneous and continuous recruitment in the campaign footprint. This ensures that both control and exposed cells are filled evenly over time, meaning that both groups have an equal chance of being influenced by external factors.
Both groups are matched in terms of demographics and behaviours so that any differences between control and exposed can be attributed to the online campaign.
Optimising digital campaigns A case study
British Airways
Control
Exposed
Delta
Unweighted Control <50 or Exposed < 50
Bold Green font indicates statistically significant positive delta
Bold Red font indicates statistically significant negative delta
**Indicates significance at the 90% confidence level
Makes flying easy and stress freeOffers good value for money
Overall Performance
Purchase IntentOnline Ad Awareness
Actual Dashboard
+11.2** +6.1** +6.3** +7.2**
Male
Target
18-34
NoneGender
Target: 35+ C1C2DE
Age
Brand Usage
Female
Non-Target
35-49
1-3
50+
4 or more
ASocial Grade Combined
BDEC1C2
A highly effective creative, the use of well-targeted sites and synergies with offline media all created a powerful online campaign which delivered impressive overall results for the brand. Real time data allowed for the deployment of additional budget against the highest performing sites and ad formats, which further enhanced performance and allowed increased campaign ROI.
Alongside employing AdIndex Dash on future campaigns, Millward Brown recommended taking investment out of skyscraper formats and increasing the weight of the top performing sites on media plans for future branding activity.
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Implications
During the course of the campaign, the media agency used the dashboard to monitor campaign performance and optimise towards the best performing sites and creatives.After reviewing the dashboard mid campaign, the client decided to shift spend from Skycrapers to better performing formats, such as MPUs and Leaderboards.
The client also decided to move spend from underperforming sites towards better performing sites.
Optimisations
Online Ad Aareness Purchase Intent Makes flying easy and stress free
Statistically significant decrease*
Masthead
Pre Roll
MPU
160x600
728x90
120x600
Statistically significant increase*
MastheadMasthead
Pre RollPre Roll
MPUMPU
160x600160x600
728x90728x90
120x600120x600
+0.2 -4.4 -3.1
+14.7** +7.2 +1.2
+16.5** +14.3** +11.4**
+15.7** +18.8** +20.1**
+10.9** +8.4** +9.0**
+8.1** -2.1 -0.8
Site 1
Site 2
Site 3
Site 4
Site 5
Site 6
Site 7
Site 8
Site 9
Site 10
Site 11
Site 12
Site 13
Site 14
Site 15
Site 16
Site 17
Statistically significant decrease*
Statistically significant increase*Online Ad Aareness+19.6** +23.2** +6.4** +15.9** +10.0 -16.30.0 0.0 0.0 0.0 +3.3 0.0 0.0 0.0 0.0 0.0+23.0**
UPWEIGHT DOWNWEIGHT DOWNWEIGHT