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ghd: Effectiveness

ghd: Effectiveness. How newspapers ensured ghd was at the top of the shopping list. ghd successfully strengthened their premium, market leading position in the run-up to Christmas through a relatively low cost multi-media campaign .

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ghd: Effectiveness

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  1. ghd: Effectiveness How newspapers ensured ghdwas at the top of the shopping list

  2. ghd successfully strengthened their premium, market leading position in the run-up to Christmas through a relatively low cost multi-media campaign. Newsbrands - specifically newspapers - were included in the schedule for the first time, and played a vital role in boosting ghd’s brand health among a modern female target:

  3. ghd Headline results Newspapers improved more brand measures than TV or magazines • Newspapers affected all ghd KPIs Newspapers alone increased consideration of ghd • Boosted gift consideration by 6% • Enhanced ghd’s dominant position as “my first choice” for self-purchase Newspapers, magazines and TV played different, but complementary roles • TV created “buzz” and improved brand image • Magazines improved brand image • But newspapers were main instigators of change

  4. ghd Creative work Newspaper creative

  5. ghd Creative work Magazine creative TV creative

  6. ghd Test detail Objective Reinforce women’s perceptions that ghd is at the cutting edge of creativity and style - and ultimately put ghd stylers at the top of their shopping list Communications strategy Create desire by showcasing the innovative new Scarlet Collection Ads featured Katy Perry, brand ambassador Target audience Style-conscious women aged 16-50

  7. ghd Test detail Media Plan 433 GRPs 225 TVRs 190 GRPs Pre During/Post Ads in the main book of the newspapers accounted for 282 GRPs and the supplements for 151 GRPs Source: NMR/BARB/NRS

  8. ghd Test detail Sample 1,400 women aged 16-50 who own and have used hair straighteners in the last 6 weeks OR who are likely to consider them as a gift Research method: Millward Brown CrossMedia™ Detailed media consumption + Brand response questions Contribution of each medium to changes in brand measures

  9. Stuart Spiegel CMO, ghd “ Newspapers added a strong dimension to the ghd advertising campaign, producing impressive results, especially for brand consideration. It was very helpful to see exactly which buttons were pressed by each medium, and how they all fitted together to create a strong campaign. ”

  10. The Findings Brand response

  11. ghd Newspapers ensured that all ghd brand KPIs were strengthened ghd key measures uplift % contribution by media Newspapers TV Magazine *Buzz= heard a lot about recently Source: Millward Brown CrossMedia™

  12. ghd Newspapers increase consideration, both as a gift & self-purchase Uplift in consideration of ghd as gift for someone else Very likely/likely +6% Contribution of newspapers Base pre-campaign Source: Millward Brown CrossMedia™

  13. ghd Newspapers’ impact couldn't have been achieved by TV + magazines Source: Millward Brown CrossMedia™

  14. ghd National newspapers punched above their weight Source: Millward Brown CrossMedia™

  15. ghd Newspapers & TV were lowest cost media for driving ghd brand KPIs Cost of 1% uplift in ghd brand measures (awareness, buzz, advocacy, consideration, image) £m £1.16 £0.38 £0.38 Newspapers Magazine TV Source: Millward Brown CrossMedia™

  16. ghd Newspapers deliver significant new audience, fast Source: NRS

  17. ghd Newspapers complemented TV Media profile delivery indexed against women 16-49 TV Newspapers 140 Magazine 116 112 94 87 80 London AB Source: BARB/NRS

  18. The Findings Advertising response

  19. ghd ghd newspaper ads were impactful and well recognised Newspaper ad recognition % recognising 38 20 Any ghd newspaper ad Millward Brown print norm (326 ads) Source: Millward Brown CrossMedia™

  20. ghd ghd newspaper ads were highly involving Source: Millward Brown CrossMedia™

  21. ghd Newspaper ads for ghd performed strongly Response to ghd ads % agreeing Source: Millward Brown CrossMedia™

  22. ghd Newspaper ads were more informative Advertising measures – Depth of information Gives me enough information to decide whether ghd is for me Agree % 63 43 TV Newspaper Source: Millward Brown CrossMedia™

  23. ghd Newspaper ads created a stronger call to action Advertising measures – Call to action Gives me a reason to go out and buy ghd Agree % 65 44 TV Newspaper Source: Millward Brown CrossMedia™

  24. ghd Multiple newspaper executions increased responses Source: Millward Brown CrossMedia™

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