Pg 1 Newspapers build brand commitment and efficacy credentials for RoC Retin-Ox Correxion A case study Pg 2 Objectives of the test To evaluate the effectiveness of using national newspapers in combination with TV sponsorship of Channel 4’s ‘10 Years Younger’ to build knowledge of RoC’s superior science, latest technologies and expertise. Newspaper Creative To increase brand consideration and retain users by focusing on product news and efficacy credentials. Stills from TV sponsorship Pg 3 Tracking the advertising The campaign was tracked among women Media aged 35-55 years, ABC1 who were users of facial moisturisers and non-rejecters of TV Sponsorship anti-ageing skincare products. (10 Y ears Younger) Hall & Partners’ research measured the Newspapers target’s relationship with RoC Retin-Ox Correxion and RoC masterbrand pre to Research Dates post the advertising. The main scaled measures included: Pre-Wave Brand commitment: likelihood to purchase RoC Retin-Ox Correxion Post-Wave Brand quality: perceptions of efficacy The results were analysed by those who 2005 August September had been exposed to : – Newspapers only – TV sponsorship only –TV + Newspapers Pg 4 The Findings – The top line Adding newspapers to TV sponsorship: – delivered brand commitment increase 100% higher than TV sponsorship alone – boosted brand knowledge by 25% points – doubled perceived brand efficacy for people seeing both media Newspaper Creative – created significant shifts in non- user attitudes and perceptions – enhanced overall RoC masterbrand health Pg 5 RoC endorsed the use of newspapers for brand building “We were delighted with these results. Newspapers worked very well with our TV sponsorship activity to communicate the proposition and convince people of the superior efficacy and expertise of RoC Retin-Ox Correxion. The ads looked good against newspaper articles that would Newspaper Creative interest our target consumer and people clearly found them readable and newsworthy.” Pg 6 Detailed results Pg 7 Adding newspapers doubles impact on brand commitment Adding newspapers doubled the impact of TV sponsorship on brand commitment. Seeing TV sponsorship of C4’s ‘10 Years Younger’ increased brand commitment by 10% points compared to pre-campaign. Seeing both newspapers and TV Sponsorship created an increase of +20% points. Source: Hall & Partners Pg 8 Newspaper advertising significantly boosts brand knowledge Brand familiarity among the total sample increased significantly by 6% points following the test campaign. Women seeing both newspapers and TV sponsorship showed the highest increase in knowledge – 25% points higher than before the advertising and four times higher than the total sample. Source: Hall & Partners Pg 9 Adding Newspapers doubles perceived efficacy 53% of women seeing the combination of newspapers and TV sponsorship agreed RoC Retin-Ox Correxion was more effective than other brands – more than double the pre-campaign level of 26%. Source: Hall & Partners Pg 10 Newspapers enhance emotional involvement Brand involvement for RoC masterbrand increased by +9% points for those seeing newspaper advertising, and +8% points for women seeing TV sponsorship. But it was the sample seeing both newspapers and TV sponsorship who showed the most significant increase in emotional identification – up 22% points from pre-campaign level. Source: Hall & Partners Pg 11 National Newspapers reach upmarket women Newspapers provided high cover of the overall target market: 74% versus a cumulative reach for ‘10 Years Younger’ of 34% for a similar spend. Newspapers added a more upmarket profile, closely reflecting the RoC TGI brand profile of 35% AB women. Placement in women’s Source: NMR/NRS 2005/ BARB interest/lifestyle sections of newspapers helped RoC stand out, creating salience and relevant appeal.
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