Millward Brown Client Success Story 2
2
DONEC NON LACUS A leading snack food company sought positioning that went beyond the popularity of its annual Super Bowl ads – one that would sustain the brand year-round. Our client partnered with Firefly Millward Brown, our global qualitative practice, to understand what their positioning meant to the male millennial target, and to explore if it was appropriate for the brand. CHALLENGE Millward Brown's flexible IDeA solution uncovered rich insights that helped shape the brand positioning and identify key components for creative development: o The positioning was relatable to the target audience, with many having the desire to define a unique personality. o To them, the Super Bowl positioning meant: acting spontaneously, without fear of consequences. o The power of humor of an outrageous situation and unexpected twists. Millward Brown Link™ copy testing of the animatic ads led to recommendations on how to best leverage the positioning: o Ensure the brand is the catalyst for making great things happen. o Keep storylines simple and linear. o Use humor. o Focus on romancing the product. INSIGHTS CHAMPIONS OF CREATIVE FROM IDEA TO FINAL EXECUTION: OPTIMIZING CREATIVE HOW MILLWARD BROWN HELPED A SNACK FOOD LEADER INCREASE ITS ADVERTISING ROI
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Discover how Millward Brown helped a snack food leader increase its advertising ROI
Transcript of Millward Brown Client Success Story 2
DONEC NON LACUS
A leading snack food company sought positioning that went beyond the popularity of its annual Super Bowl ads – one that would sustain the brand year-round.
Our client partnered with Firefly Millward Brown, our global qualitative practice, to understand what their positioning meant to the male millennial target, and to explore if it was appropriate for the brand.
CHALLENGE
Millward Brown's flexible IDeA solution uncovered rich insights that helped shape the brand positioning and identify key components for creative development:
o The positioning was relatable to the target audience, with many having the desire to define a unique personality. o To them, the Super Bowl positioning meant: acting spontaneously, without fear of consequences. o The power of humor of an outrageous situation and unexpected twists.
Millward Brown Link™ copy testing of the animatic ads led to recommendations on how to best leverage the positioning:
o Ensure the brand is the catalyst for making great things happen. o Keep storylines simple and linear. o Use humor. o Focus on romancing the product.
INSIGHTS
CHAMPIONS OF CREATIVE
FROM IDEA TO FINAL EXECUTION: OPTIMIZING CREATIVEHOW MILLWARD BROWN HELPED A SNACK FOOD LEADER INCREASE ITS ADVERTISING ROI
GLOBAL: [email protected] AMAP: [email protected]
EUROPE: [email protected]
NORTH AMERICA: [email protected]
LATAM: [email protected]
See more at Millward Brown.
IS YOUR CREATIVITY PAYING?To learn how better creative generates stronger sales, contact us.
DONEC NON LACUS
HUMOR
Moving to finished film, the client's agency made edits based on Millward Brown's recommendations, clarifying the storyline and altering a potentially offensive behavior.
ACTION
RETURN ON INVESTMENTHigh correlation (0.7) between key test metrics
and in-market effectiveness.
+3.2%SALES INCREASE VS. 2012
SALES INCREASE IN 2013+60MM
Case Study Source: "Building Better Ads and Scoring Big with the Millennial Male", Presented at ARF, REthink 2014
Changing the creative process to include early stage development strengthened the impact of creative. The client's North American brands now use the Millward Brown IDeA process with plans to expand globally.
"It's our first effort to get to a more predictive place on our ad and produce highly effective advertising that's delivering much better than our previous efforts."
– Consumer Strategy & Insights Director Snack Food Company
IMPACT
