Research Sources:
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Research Sources: MediaWorks Interactive: Lifestyle Survey • Run in December 2012, and canvassed 42,000 MediaWorks members across a wide range of demographic, lifestyle and psychographic profiling. • Utilised for audience insights and site selections for the campaign. Effective Measure: Campaign Measurement Study • Tracked demographics, platform usage, reach and frequency across the Ecostore campaign components. • Measured against all impressions delivered by Ecostore campaign Colmar Brunton/Dynamic Logic: Brand Effectiveness Study AdIndex Dash • Pre-campaign control group recruited and surveyed via MediaWorks sites to establish base level brand awareness, brand favourability, purchase intent and brand recommendation metrics • After campaign launch, survey administered to users that saw the Ecostore campaign • Post analysis showed the brand metric changes when comparing the control and exposed group results. • n=1,256 Campaign Dates: 28 th November 2012 – 31 st January 2013 Aided Brand Awareness Brand Favourabi... Purchase Intent Likelihood To Recommend +29.7% +36.9% +36.1% +28.7% Percentage Increase Control vs Exposed Groups SOURCE: Colmar Brunton/Dymanic Logic Ad Index Dash n=1,256 Industry Standard CTRs: Standard Display: 0.09% Video: 1.03% SOURCE: MediaMind & Google Insights
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Campaign Dates:. Research Sources:. 28 th November 2012 – 31 st January 2013. Industry Standard CTRs:. MediaWorks Interactive: Lifestyle Survey Run in December 2012, and canvassed 42,000 MediaWorks members across a wide range of demographic, lifestyle and psychographic profiling . - PowerPoint PPT Presentation
Transcript of Research Sources:
Research Sources:MediaWorks Interactive: Lifestyle Survey
• Run in December 2012, and canvassed 42,000 MediaWorks members across a wide range of demographic, lifestyle and psychographic profiling.
• Utilised for audience insights and site selections for the campaign.
Effective Measure: Campaign Measurement Study
• Tracked demographics, platform usage, reach and frequency across the Ecostore campaign components.
• Measured against all impressions delivered by Ecostore campaign
Colmar Brunton/Dynamic Logic: Brand Effectiveness Study AdIndex Dash
• Pre-campaign control group recruited and surveyed via MediaWorks sites to establish base level brand awareness, brand favourability, purchase intent and brand recommendation metrics
• After campaign launch, survey administered to users that saw the Ecostore campaign
• Post analysis showed the brand metric changes when comparing the control and exposed group results.
• n=1,256
Campaign Dates:28th November 2012 – 31st January 2013
Aided Brand Awareness
Brand Favourability
Purchase Intent Likelihood To Recommend
+29.7%
+36.9% +36.1%
+28.7%
Perc
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Expo
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SOURCE: Colmar Brunton/Dymanic Logic Ad Index Dash n=1,256
Industry Standard CTRs:Standard Display: 0.09% Video: 1.03%
SOURCE: MediaMind & Google Insights
Key Points:
• MW Interactive is the only publisher in the market that can provide high end, highly customized creative at speed.
• The cost is relative. We’re interested in helping you deliver greater engagement and ROI to your clients through entertaining advertising that gets talked about and remembered.
• MWI Interactive is a one-stop shop – from ideation to creation to research, planning and publishing.
• MW Creative can convey complex product messages in memorable entertaining ways.
FAQs: How much did/would this cost?• Yes we threw a fair bit at this one as it was an exercise in show-
casing a whole range of our assets and products. What size budget do you see yourself investing in engaging creative?
When did it run?• December/January 2013. Full network buy.
Why Ecostore?• Because while Ecostore uses Special from time to time, we
wanted a client that was neutral of any particular agency. As this is about proving MW Interactive’s performance and audience, we wanted to be able to control the creative in order to get the results we suspected we could get from our audiences. (We are very experienced at knowing how to talk to our audiences.)
Sales results?• The overall sales for Jan in NZ supermarkets were up 28.5%
YoY without any new activity. • By comparison, Ecostore’s total growth in this channel for year
ending 31 Mar 2013 was up 7.4% with new activity included.
Note on Ecostore:
Founder: Malcolm Rands.The Ecostore range of over 100 products is now available in all supermarkets and health stores throughout New Zealand. They are also available in over 900 supermarkets in Australia, plus outlets in Korea, Singapore, Hong Kong, and supermarket chains in the United States of America including 150 stores in New York city.
