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MTM pre & post campaign results for Wartner

MTM pre & post campaign results for Wartner. May & August 2006. Agenda. Introduction to MTM Wartner’s campaign performance MTM results Summary. Introduction to MTM. MTM. MTM is a bespoke research service Offers total flexibility – regions, audiences, dates

andrew-mcdowell
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MTM pre & post campaign results for Wartner

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  1. MTM pre & post campaign results for Wartner May & August 2006

  2. Agenda • Introduction to MTM • Wartner’s campaign performance • MTM results • Summary

  3. Introduction to MTM

  4. MTM • MTM is a bespoke research service • Offers total flexibility – regions, audiences, dates • Demographically representative sample • Face-to-face in-street interviews • Fast turnaround and reliability

  5. Wartner campaign performance

  6. Share of impacts by channel for the Wartner campaign in Meridian % of Housewives with Children impacts Source: DDS, 22 May-20 Aug 06, impacts are ratecard weighted

  7. Share of voice for the Wartner campaign in Meridian % of Housewives with Children impacts Source: DDS, 22 May-20 Aug 06, impacts are ratecard weighted

  8. Wartner coverage in Meridian % of Housewives with Children Source: DDS, 22 May-20 Aug 06

  9. MTM Results

  10. Dates & Sample Dates Pre Research 8th – 12th May 2006 Campaign 22nd May – 20th August 2006 Post Research 21st – 26th August 2006 Sample 500 Housewives with Children in Meridian

  11. Wart and verruca occurrences

  12. Ever suffered from warts or verrucas % of Housewives with Children Source: MTM, May 06 & Aug 06, base = housewives with children (523 & 507 in Meridian)

  13. Awareness of treatments

  14. Spontaneous awareness of brands that treat warts or verrucas % of Housewives with Children Source: MTM, May 06 & Aug 06, base = housewives with children (523 & 507 in Meridian)

  15. Spontaneous advertising awareness of brands that treat warts or verrucas % of Housewives with Children who were aware of at least one brand Source: MTM, May 06 & Aug 06, base = housewives with children who were aware of at least one brand spontaneously (341 & 395 in Meridian), heard or seen advertised in last 3 months

  16. Prompted awareness of brands that treat warts or verrucas % of Housewives with Children Source: MTM, May 06 & Aug 06, base = housewives with children (523 & 507 in Meridian)

  17. Prompted awareness of Wartner by audience % of each audience Source: MTM, May 06 & Aug 06, base = housewives with children (523 & 507 in Meridian)

  18. Prompted advertising awareness of brands that treat warts or verrucas % of Housewives with Children Source: MTM, May 06 & Aug 06, base = housewives with children (523 & 507 in Meridian), heard or seen advertised in last 3 months

  19. Source of advertising awareness of Wartner % of Housewives with Children Source: MTM, Aug 06, base = housewives with children who had heard or seen advertising for Wartner in last 3 months (283 in Meridian)

  20. Do you recognise these recent TV adverts?

  21. Recognition of the stills % of Housewives with Children Source: MTM, Aug 06, base = housewives with children (507 in Meridian)

  22. Spontaneous awareness of which brand the advert was for % of Housewives with Children who recognised the advert Source: MTM, Aug 06, base = housewives with children who recognised the advert (278 in Meridian)

  23. Messages from the Wartner advertising % of Housewives with Children Source: MTM, Aug 06, base = housewives with children (507 in Meridian), open-ended question

  24. Purchasing habits

  25. Purchasing of wart or verruca treatments in last year % of Housewives with Children Source: MTM, May 06 & Aug 06, base = housewives with children (523 & 507 in Meridian)

  26. Brand of treatment purchased % of Housewives with Children Source: MTM, May 06 & Aug 06, base = housewives with children who bought wart or verruca treatment in last year (124 & 111 in Meridian), prompted

  27. If needed treatment in next 6 months, brand most likely to buy % of Housewives with Children Source: MTM, May 06 & Aug 06, base = housewives with children (523 & 507 in Meridian)

  28. If needed treatment in next 6 months, most likely to buy Wartner % of Housewives with Children / Housewives with Children who recognised advert Source: MTM, Aug 06, base = housewives with children (507 in Meridian), housewives with children who recognised the advert stills (278 in Meridian)

  29. Brand perceptions “I am going to read out some statements that other people have made about wart and verruca treatments. Regardless of whether you have used them or not, please could you tell me to which brand the statement most applies.”

  30. A fast, effective treatment % of Housewives with Children Source: MTM, May 06 & Aug 06, base = housewives with children (523 & 507 in Meridian)

  31. Easy to apply % of Housewives with Children Source: MTM, May 06 & Aug 06, base = housewives with children (523 & 507 in Meridian)

  32. Freezes warts & verrucas to the core in one treatment % of Housewives with Children Source: MTM, May 06 & Aug 06, base = housewives with children (523 & 507 in Meridian)

  33. Allows you to get on with your life % of Housewives with Children Source: MTM, May 06 & Aug 06, base = housewives with children (523 & 507 in Meridian)

  34. Based on the freezing method used by GPs % of Housewives with Children Source: MTM, May 06 & Aug 06, base = housewives with children (523 & 507 in Meridian)

  35. Convenient home treatment % of Housewives with Children Source: MTM, May 06 & Aug 06, base = housewives with children (523 & 507 in Meridian)

  36. No need to visit the doctor % of Housewives with Children Source: MTM, May 06 & Aug 06, base = housewives with children (523 & 507 in Meridian)

  37. The wart or verruca should disappear in 10 days % of Housewives with Children Source: MTM, May 06 & Aug 06, base = housewives with children (523 & 507 in Meridian)

  38. Perceptions of Wartner % of Housewives with Children / Housewives with Children who recognised advert Source: MTM, Aug 06, base = housewives with children (507 in Meridian), housewives with children who recognised the advert stills (278 in Meridian)

  39. Perceptions of Wartner % of Housewives with Children / Housewives with Children who recognised advert Source: MTM, Aug 06, base = housewives with children (507 in Meridian), housewives with children who recognised the advert stills (278 in Meridian)

  40. Summary • This was a very effective and successful campaign. Wartner achieved over a 40% share of voice in Meridian. Over 80% of housewives with children saw at least one advert and over 50% saw at least four adverts. • Prior to the Wartner campaign, Bazuka dominated the market in terms of awareness, purchasing habits and perceptions, with Wartner generally in second place. But as a result of the advertising, Wartner saw a massive increase in awareness, with spontaneous awareness increasing more than threefold and prompted awareness more than doubling, to 70%. These increases have been across all audiences and although Bazuka remains the top brand in terms of awareness, Wartner is now a much closer second.

  41. Summary • Awareness of Wartner has been clearly driven by the TV advertising and when shown the stills, half of those interviewed recognised the advert. • Three quarters of those who recognised the stills correctly attributed them to Wartner. There was very little misattribution to other brands. The key messages of the advertising were taken out of the commercial. • The percentage of housewives with children that have bought Wartner has tripled in Meridian over the campaign period. More impressively, likelihood to purchase Wartner in the next 6 months (if a treatment was required) has increased by a huge seven times, while the figures for Bazuka have halved. Likelihood to buy among those who recognised the advert was even higher, at over 50%. • Perceptions of Wartner have improved considerably, usually at the expense of Bazuka. Those who recognised the advert were even more favourable to Wartner.

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