A listening brand Optimising a product launch in real time

MRS Brand Conference 2011

Martin Bryant - Energizer Group Limited

Nathan Evans - MESH Planning

Why are we here?

To demonstrate how Experience

Tracking has been used to measure

the success of a challenger brand

product launch.

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The launch

Biggest ever European launch

2003 2011

Source: Texting data from MESH tracking study 26th October – 27th Feb

Launch Media Laydown

Sept Oct Nov Dec Jan Feb

Press

TV

GQ Bild

Launch

Main TVC

+ Xmas

Online

Launch

XMAS

OOH

1st Presentation

M1 GQ/SW

stand

alone Promo TVC

2nd Presentation

Promo

Bitburger

3rd Presentation

Main TVC

30 secs

Main TVC

+ GQ/SW M2

Sp Sp

Promo

Gillette Pro Glide Launch

One off chance to gather future learnings and scenario test

hypothesis meaning we needed to be able to make changes

in real-time

Need to measure both efficiency

and effectiveness of launch

media (ROI)

Need for comparative measures

traditional tracking doesn‟t

provide

Qualitative feedback on a

quantifiable scale

Spontaneous responses to allow

for accurate assessment of cut

through

Need to be sensitive to all

campaign experiences both

media and non-media related

Ability to analyse transient

Online activity to help

understand it‟s role

The research challenge

The research answer – Experience Tracking

Week 1 Week 2 Week 3 Week 4

Pre Diary Post

Pre Diary Post

Pre Diary Post

50 people

50 people

50 people

Pre

Questionnaire

Here we capture metric scores to

be used as a benchmark.

-Demographics

-Usage

-Consideration (Brand & Product)

-Image

-Briefing for SMS diary stage

SMS Diary

Here we ask participants to text us

whenever they experience

anything to do with the brands we

are interested in.

Each experience is expanded upon

in an Online diary.

Post

Questionnaire

Here we capture metric scores as

they have changed over the course

of 7 days.

-Consideration (Brand & Product)

-Image

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Sample Overview

Number of Experiences

Number of Participants

Reporting Period

8202 texts

1144 participants

26th October 2010 –

27th Feb 2011

Males In Germany from the ages of 18 to 35 who are

currently system razor users

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Findings and applications

Promotional

Activity

Usage

Brand Equity

?

Which

media and

message?

Econometrics

Product Brand

Hydro

Umbrella Brand

Wilkinson Sword

Backlit posters and use of refreshing colour

driving positive impressions of the new product

“In a shopping area in Leipzig I saw

these advert boards. The lighting

really put the razors nicely on

display and my feeling was very

positive. The ad is very eye-

catching and gives the feeling to

evoke interest in the product”

Post launch day 19

Source: Texting data from MESH tracking study 26th October – 27th Feb

“Also in front of the main train

station one can find the

advertisement. This advertisement

however fits in anywhere thanks to

its pleasant and natural colour

(scheme)!”

Product awareness was higher than competitor

during respective early weeks of launch

0%

10%

20%

30%

40%

50%

60%

70%

Week1 Week2 Week3 Week4 Week5 Week6 Week7 Week8

Post launch day 38

Hydro Prompted Product awareness

Competitor Prompted Product awareness

Source: Texting data from MESH tracking study 26th October – 27th Feb Base: 1144 people

Campaign Optimiser

Poster

Umbrella Brand

Consideration

When used to creatively communicate a rational

promotional message poster was not as effective

Poster % sample reached

Poster at launch 17%

Poster promotional activity (4 months post launch) 5%

“It is an ad for Bitburger ...in partnership

with Wilkinson.”

Poster, Tram stop/station/subway, Very positive,

Slightly more likely to choose

Source: Texting data from MESH tracking study 26th October – 27th Feb

Post launch day 112

“Underground station in Colone

(Friesenplatz), there was a poster for

Bitburger.”

Poster, Tram stop/station/subway, Neutral, No

difference

Online generates Hydro‟s most engaging and

persuasive paid for experiences

Post launch day 38

TV

Poster/Billboard

Radio

Me using

Conversation

Newspaper

Magazine* In store

Online

Mailing leaflet

Me purchasing

15%

25%

35%

45%

55%

65%

75%

85%

95%

25% 35% 45% 55% 65% 75% 85% 95%

Pu

rch

ase

In

ten

t T2

B (

%)

Positivity T2B (%)

Experience Map by Touchpoint - Wilkinson Hydro (Total)

Note: Bases below 20 not included * Base 20-29

n = Base: 1089 Total, 342 TV, 124 Poster/Billboard, 16 Radio, 97 Me using, 28 Conversation, 13 Newspaper, 24 Magazine, 205 In-Store, 124 Online, 56 Mailing Leaflet, 33 Me Purchasing, 6 Sampling, 4 Cinema, 17 Other

Source: Texting data from MESH tracking study 26th October – 27th Feb

And Online experiences are reaching a proportion

of the target TV does not

6% reach 18% reach

Just

Online Just

TV

Total Online = 17% Total TV = 31%

Base: 752 people

BOTH

13% reach

Post launch day 52

Source: Texting data from MESH tracking study 26th October – 27th Feb

At launch Online experiences have the biggest

impact on Consideration amongst the target

HYDRO TV Online TV & Online In Store Mailing

Leaflet

Consideration

(Long Term Impact from questionnaire)

Phase 1 * ** *** No Sig Effect No Sig Effect

Source: Campaign Optimiser analysis from Questionnaire and

Texting data from MESH tracking study 26th October – 27th Feb

*** represents the impact on consideration (the likelihood

to shift in consideration having had an experience)

In Phase 2, when our message changed to a more rational promotional

message we no longer drove longer term brand consideration

Post launch day 52

Phase 2 No Sig Effect

No Sig Effect

No Sig Effect No Sig Effect No Sig Effect

Phase1 2010 Phase 2 2011

Jan Feb

In Phase 2 we isolate the Tag-on executions and

introduce a Trial Size promotion in February

Strength of message could

have been the issue...

Post launch day 52

Source: Texting data from MESH tracking study 26th October – 27th Feb

The downpour ad becomes more engaging and

persuasive with the introduction of tag-ons

Downpour ad solo

Downpour ad + tag ons

Stand alone tag ons

25%

30%

35%

40%

45%

50%

55%

60%

65%

30% 35% 40% 45% 50% 55% 60% 65% 70% 75%

Pu

rch

ase

Inte

nt

T2B

(%

)

Positivity T2B (%)

TV Experience Map by Period

Note: Bases below 20 not included * Base 20-29

n = Base: 239 Downpour ad solo, 172 Downpour ad + tag ons, 109 Stand alone tag ons

Tag-ons also work well to engage

and persuade in isolation

Source: Texting data from MESH tracking study 26th October – 27th Feb

Post launch day 136

We even saw „almost FREE‟ drive more persuasive

experiences than „99 cents‟ despite concerns

Hydro Week 6

Hydro Week 7

30%

35%

40%

45%

50%

55%

60%

65%

30% 40% 50% 60% 70% 80%

Pu

rch

ase

In

ten

t T2

B (

%)

Positivity T2B (%)

TV Experience Map - Hydro (W5-6 and Wk 7-8)

* Low Base under 30

n = Base: Hydro (Wk5-6) - 49 TV, Hydro (Wk7-8) - 22 TV

Source: Texting data from MESH tracking study 26th October – 27th Feb

“The ad informed you that you could get the

razor almost for free. You were not being

told though how you could get it. It got me

curious how I would be able to get one.”

Hydro, TV, Neutral, Slightly more likely to choose

“Apparently one is able to test the razor

"almost" for free to get to know it

better. I am going to get more info about this.”

Hydro, TV, Fairly Positive, Slightly more likely to

choose

Post launch day 112

No negative experiences

relating to sell out...

However, we sold out prior to the launch of

some promotional comms...

Post launch day 78 CRISIS

CRISIS

Source: Texting data from MESH tracking study 26th October – 27th Feb

However, if we hadn‟t sold out, we could have

benefitted from a clear call to action

“The ad was pretty interesting and

I would like to test the razor

however there is no possibility to

test and tradition dictates that I

am with Gillette.”

TV, Fairly positive, No Difference

“Same advert. I was still curious how

I would be able to get my hands on

this razor for almost no money.”

TV, Neutral, Much more likely to choose

Source: Texting data from MESH tracking study 26th October – 27th Feb

Post launch day 112

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Sponsorship performed unexpectedly well and

offered clear learnings for optimisation

“Advert before the Simpsons

came on - well placed, it had my

full attention.”

Gillette, TV, Fairly positive, Slightly

more likely to choose

“The Simpsons were sponsored

again. I love the Simpsons and

everyone who sponsors the

show.”

Gillette, TV, Very positive, Much more

likely to choose

Source: Texting data from MESH tracking study 26th October – 27th Feb

“The brand could be seen on telly when TV Total's

high dive event was on. There were inflatable plastic

razors in giant size. This was a good idea, thus it

gave me a pretty positive feeling.”

Wilkinson, Hydro (razor), TV, Sponsorship, Fairly Positive, No

difference

“I saw the TV Total [tv show] high dive. I don't know

why but it influenced me in a positive way as far as the

brand was concerned.” Wilkinson, Hydro (razor), TV, Sponsorship, Fairly Positive,

Slightly more likely to choose

Post launch day 38/112

Strength of product branding... Strength of umbrella

branding...

“On the home page I saw a big

advertisement on the website of

newspaper "Bild" (bild.de). It really

draws attention and one almost

automatically looks at it”

Wilkinson, Hydro (razor), Internet, Ad from

brand, Fairly Positive, No difference

“Side advert banner on website of

newspaper "Bild" (bild.de). Very

dynamic and colourful advert”

Wilkinson, Hydro (razor), Internet, Ad

from brand, Fairly Positive, Slightly

more likely to choose

Post launch day 38

We also saw the opportunity to expand sponsorship

through other media particularly Online

“On the home page of

newspaper "Bild" (bild.de) I saw

an advertisement for the

Wilkinson Hydro Shaver”

Wilkinson, Hydro (razor), Internet,

Ad from brand, Fairly Positive,

Slightly more likely to choose

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In fact, we were able to measure efficiency at an

execution level using qualitative data Touchpoint Brand Execution Cost per % point in reach

Poster A Launch poster € € €

Online A Launch and xmas activity €

Online A Price promo €

Online B All online activity € €

TV A Brand ad € € € €

TV A Brand ad + xmas/GQ + StiWa tag ons € € € €

TV A Consumer test combination € €

TV A Call to action and price promotion € €

TV A One off sponsorship €

TV B Tease € € €

TV B Brand Ad € € € € €

Press A Partnership € €

Press A Press takeover €

Press A Product ad € €

Press B Product ad € € € € € €

Source: Texting data from MESH tracking study 26th October – 27th Feb

Post launch day 112

Brand Building vs. Driving Trial