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Magazine Advertising Effectiveness Toolkit

Magazine Advertising Effectiveness Toolkit. PPA Research 2009. Click on the links below to view case studies for each of the following sectors:. Automotive Environment Fashion & Retail Food & Drink Government & Social Health & Beauty Household Leisure & Entertainment Technology

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Magazine Advertising Effectiveness Toolkit

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  1. Magazine Advertising Effectiveness Toolkit PPA Research 2009

  2. Click on the links below to view case studies for each of the following sectors: • Automotive • Environment • Fashion & Retail • Food & Drink • Government & Social • Health & Beauty • Household • Leisure & Entertainment • Technology • New Product Launch

  3. Automotive Title: You Dirty Dirty Car Client: Turtle Wax Agency:MEC Interaction Target Audience:Men Media Mix: Top Gear (print & online) Objectives: Increase brand awareness Increase sales Results: Online coverage: 2m ad impressions Offline press support: 6.9m combined readership 1.7m hits online & 26,000 unique users Top Gear web-based research campaign generated +25,000 responses For full case study, click here Turtle Wax uses trusted magazine medium to increase brand awareness “Our magazine communications and custom made website delivered a real point of difference, and the opportunity to interact with our audience in a truly unique way” (Paul Sullivan, MD of Turtle Wax Europe)

  4. Environment Title: Getting Green on the London Scene Client: British Gas Agency: Carat Target Audience:ABC1 Londoners Media Mix: Time Out (print & online) Objectives: Deliver a London centric message to encourage energy efficient behaviour Achieve greater stand out from competitors Results: 202% increase in value of investment British Gas in top position as: “Leader in energy efficiency” & “Cares about the environment” 32% of Londoners see British Gas as London’s #1 energy supplier (up 6%) For full case study, click here British Gas uses long-term presence of magazines to champion behavioural change British Gas benefited hugely from the endorsement with Time Out magazine, with a loyal readership of 88% ABC1 adults and indexes at 184 on TGI for “I do everything I can for the environment”.

  5. Environment Title: Recycle Now Campaign 2006/7 Client:Waste and Resources Action Plan (WRAP) Agency:Mediaedge:cia Manchester Target Audience:All adults Media Mix: WOTV magazine (print & online) Objective: Help achieve government target of increasing number of ‘committed recyclers’ Results: AB ‘committed recyclers’ increased from 63% to 69%; C1C2 from 64% to 71%; and DE from 52% to 60% 75% of WOTV readers/users recycle more now than they did before the campaign For full case study, click here WRAP uses subtle influence of magazines to champion attitudinal shift & behavioural change Short-listed, PPA Marketing’s Magazine Advertising Awards 2008

  6. Fashion & Retail Client: Debenhams Agency: Carat Target Audience: Women 25-54 Media Mix: Print (consumer monthlies, weeklies, supplements & national press) Objectives: Increase sales during key Christmas period Drive cut-through in increasingly busy marketplace with minimum spend Results: Independent research revealed that 57% of consumers recognised the club ad as Debenhams (with the logo removed) beating Next 51% and John Lewis 35% both of which also ran TV advertising Increased footfall in December For full case study, click here Debenhams ditch TV for magazines to outsmart big spending competitor Debenhams reallocated all TV budget for creative ‘club concept’ into print, with 42% of budget allocated to magazines.

  7. Fashion & Retail Client: M&S Target Audience:Women 35-45 Media Mix: Print (celebrity weeklies) Objectives: Appeal to younger audience base without alienating core 45+ customers Promote underwear for different moods (multiple copy) but keeping message private (one-on-one messaging) and exclusively for women (no broadcast) Results: Market share among 35-45 women grew by 37% Advertised lines saw weekly sales increases of 41% on base week, with total increase of £6.6m during campaign period Campaign produced immediate 500% ROI For full case study, click here M&S uses magazines to inspire reappraisal of staid brand image

  8. Food & Drink Client: Jack Daniels Agency: IPC Media Target Audience:Adults +18 Media Mix: NME (print, online & radio) Objectives: Raise awareness of JD brand with cross platform campaign Build on brand’s association with live music Results: Awareness: 75% people agreed they were very familiar with JD brand post-campaign Consumption: grew by 12% points Association: increase of 24% points in people agreeing that JD know their music For full case study, click here Jack Daniel celebrates his birthday with NME! Through association with a leader in new and live music such as NME, JD were able to promote the brand name as well as the birthday activity.

  9. Food & Drink FAB uses weekly planning weights to reawaken brand & create word of mouth Title: Design a Fab Den Campaign 2007/8 Client: FAB Lollies (Nestle & R&R Ice Cream) Agency: Rise Communications Target Audience:Mums with kids 7-11 Media Mix: Women’s monthlies & weeklies (print & online) Objectives: • Regain number 1 sales position • Reconnect with families & communicate ‘naturalness’ in product message Results: • Campaign responsible for additional 2.8m in revenue - ROI of £3.35 for every £1 spent • Sales uplift of 23% after campaign • 100,000 website visits & 3,000 competition entries • Word of mouth: ¼ of mums who read advertorials talked about them with others For full case study, click here Winner, PPA Marketing’s Magazine Advertising Awards 2008 & Winner, IPC Media Magazine Planning Awards 2008

  10. Food & Drink Title: Running to the Edge Campaign 2007 Client: Lucozade Sport Agency: MediaCom Target Audience:Sportspeople Media Mix: Runner’s World (print & online) Objective: Develop relationship of trust with athletes about ’33% improved performance’ claim Results: Lucozade Sport voted ‘Best Sports Drink’ by Runner’s World readers Yr-on-yr sales growth of 26% (21% above target) Over 14m page impressions & over 31,000 views of advertorial online Click through rate of 2.5% to Lucozade Sport website For full case study, click here Lucozade finds brand message credibility through specialist magazine The massive increase in sales led the brand to continue the partnership in 2008 with the conviction that magazines are the only media that can deliver the credibility required.

  11. Food & Drink Client: Uncle Ben’s Mexican Sauce Agency: Zenith, IPC Media Target Audience: Mums & young professionals Media Mix: Chat, TV Times & Nuts (print) Objective: Increase brand awareness & develop solutions to educate both audiences about brand’s characteristics Results: Mexican Sauce strengthened its position as number one in sector between 2006 & 2007 with 16% growth with magazines playing an influential role: Chat: 79% total awareness of promotional pull out, with 64% keeping it Nuts: 80% total awareness of promotion & 62% more likely to buy product after promotion For full case study, click here Uncle Ben’s uses multiplier effect of magazines to reach target consumers Short-listed, PPA Marketing’s Magazine Advertising Awards 2007

  12. Food & Drink Title: Popcorn of Gaming Campaign 2007 Client: M&Ms (Mars) Agency: Zenith, MediaCom Target Audience: Men 18-35 Media Mix: Men’s magazines (print & online) Objective: Define a relevant & credible core consumption occasion for the brand i.e. ‘popcorn of gaming’ Results: Initial test results exceeded all ROI benchmarks Campaign reached 2.8m target consumers Over 9,000 competition entries Recorded increase in every brand attitude metric For full case study, click here M&Ms recruit men’s magazines to reposition brand as ‘popcorn of gaming’ Winner, IPC Media Magazine Planning Awards 2008

  13. Food & Drink Client: Coca Cola Agency: Vizeum, Emap Target Audience: Women 20-35 Media Mix: Print, online, radio & mobile Objectives: Re-establish special relationship between brand & target audience Create a longer-term, deeper, more powerful communication Results: Editorial drove fun, feminine & stylish values for both Diet Coke & Heat magazine 25% increase in brand key performance indicators For full case study, click here Diet Coke uses magazines to rekindle long-standing relationship with young women Winner, PPA Marketing’s Magazine Advertising Awards 2007

  14. Government & Social - Youth NSPCC uses teen magazines to communicate powerful message with at risk group Title: Stand Up Speak Out Campaign 2004-2009 Client: NSPCC Target Audience:Teenage girls Media Mix: Print, online & outdoor promotions Objectives: • Empower young women to say NO to abuse • Raise awareness of NSPCC Results: • £1.24m worth of PR generated • Over 2,000 entries and 45,000 votes for poster competition (highest ever) • Poster advertised in 5500 UK secondary schools • Uptake in NSPCC calls from helpline and increased website impacts For full case study, click here “I used to be bullied and it was one of these posters that gave me the courage to speak out” (Sugar Reader)

  15. Government & Social - Men Royal Marines increases recruitment levels by driving awareness in men’s magazines Title: Are You Man Enough? Client: Royal Marines Agency: Carat, MediaCom Target Audience:Young men Media Mix: Zoo (print & online), events Objectives: • Change perception of Royal Marines • Increase recruitment Results: • Recruitment intake levels at 100% capacity for first time ever • Zoo conversion rate from registration to Royal Marine training course almost 9% (commendable result as pro-active enquires directly to Marines were 12%) • 134,000 viewings of micro-site and 180,129 home page arrivals through online display For full case study, click here “Zoo provided us with the opportunity to widen our message whilst still filtering our response to potential Marine recruits, and deliver cost efficient results” (Carole Alexander, COI)

  16. Health & Beauty Client:Corsodyl (GSK) Agency:MediaCom Target Audience: All adults Media Mix: Women’s lifestyle & health magazines Objective: Raise awareness of the problem & the cure using magazines as perfect medium to discuss personal health care Results: Sales targets smashed Market share 8% ahead of target by end 2007 Econometric analysis identified an ROI beyond TV in nearly all instances of GSK oral care portfolio Strength of campaign secured more advertising support for brand in 2008 For full case study, click here Corsodyl the only GSK Oral Care launch in 2007 not to use TV The magazine campaign provided cost effective broad reach with millions of one-to-one emotional connections with readers.

  17. Health & Beauty - Women Avon finds magazines work best for young-skewing brand Client: Avon’s ‘Mark’ brand Agency: MediaVest Target Audience: Women 18-34 Objective: • Determine whether Avon should be marketing the brand in print or online Results: • MediaVest study revealed people pay more attention to magazine ads for health & beauty • 55% of respondents use magazines at least once a week for entertainment and celebrity news – compared to 37% online • 41% check magazines at least once a week for fashion and beauty news - compared to 20% online For full case study, click here Source: AdAge.com (April, 2009)

  18. Health & Beauty - Women Client:Avon Agency: IPC Media Target Audience: Young women Media Mix: Print-based campaign with Marie Claire Objectives: Creative standout; reader engagement; consumer recruitment; and brand repositioning Results: Independent research monitoring brand perceptions showed: Attention: 1 in 2 recognised de-branded creative & 33% identified feature as Avon Engagement: 76% found advertorials informative & useful Belief: less likely to be seen as old or outdated For full case study, click here Avon receives a Marie Claire make-over to bolster contemporary image credentials

  19. Health & Beauty - Women Title: Marie Claire’s Summer Secrets Client: P&G Target Audience:Women +24 Media Mix: Print, online & retail (in-store & online) Objectives: Create a campaign to unite 8 beauty products under common theme Target busy, beauty-involved women with a real & relevant message Results: 80% sales uplift for the issue 15% month-on-month uplift in unique users of online content & 8% uplift in page impressions Competition generated almost 17,000 entries For full case study, click here Multi-platform campaign with Marie Claire engages retailers and consumers IPC’s nationally representative ‘Origin Panel’ of 7,500 women generated bespoke insight for P&G.

  20. Health & Beauty - Men’s Title: Britain’s Most Xtreme Shaver Campaign 2007 Client:Xtreme 3 Agency:Mediaedge:cia (MEC) Target Audience: Students & young men +18 Media Mix: Print, online & outdoor promotions Objectives: Challenge perception of disposable razors Win back number 2 spot from BIC Results: Sales uplift of 23% during campaign Brand reclaimed #2 position in disposable market 186,000 votes online Targeted sampling of 100,000 razors (19% of whom re-purchased) For full case study, click here Wilkinson Sword utilises magazines off & online to reclaim market position Winner, IPC Media Magazine Planning Awards 2008

  21. Household Title: The Cleaner Close Campaign 2005/6 Client: Daz (P&G) Agency: Zenith, MediaCom Target Audience:Mass market mums Media Mix: TV & print Objective: Further Daz’s association with soap operas and get closer to millions of soap fanatics with TV magazine titles Results: Research comparing ‘TV & magazine exposure’ against ‘TV only’ revealed consumers were: More aware of campaign (86% v 72%) More likely to purchase (15% v 6%) 150% increase in positive purchase behaviour among magazine readers For full case study, click here Daz sales up 150% through combined television and TV magazines Readership accumulation demonstrated the magazine campaign could match the TV campaign & deliver 550 ratings to 2 million housewives with children - at 25% the cost of TV.

  22. Household Real People promotes brand awareness by encouraging readers to dish the dirt Title: Get the Dirt out with Daz Campaign 2008 Client: Daz Liquitabs (P&G) Agency: MediaCom Target Audience:C2DE women 15-44 Media Mix: Real People (print) Objectives: • Build brand awareness • Increase sales Results: • Increased reader engagement with 70% more competition entries than expected • Increased reach with over 24,500 free copies of Real People magazine distributed For full case study, click here

  23. Household Title: ‘What’s Your Dog’s Thing’ Campaign 2006 Client: Pedigree (Masterfoods) Agency: Zenith, MediaCom Target Audience:C2DE housewives Media Mix: Bella & Take a Break (print & online) Objectives: Reposition brand as suitable for all dogs Expand its customer base by engaging dog owners emotionally at brand level Results: Print campaign accounted for 9% of web traffic 65% of readers recalled promotion 3,000 postal responses received for database purposes Brand perception & purchase intent tracking scores increased For full case study, click here Pedigree builds interactive community through women’s weekly magazines TGI Lifestyle highlighted two titles to target: Take a Break - young, fun/quirky audience Bella - older, lifestyle-led & family-focused

  24. Leisure & Entertainment Title: Think! Drug Driving Festival Campaign 2007 Client: DfT (COI) Agency: Carat Target Audience: Festival goers Media Mix: NME (print, online, radio & podcast) Objectives: Reach & interact with over 2m young adults over 5 month festival period Deliver a difficult message in a credible way, without alienating target audience Results: NME.com Festival Guide generated: 1m page impressions by end of Glastonbury Total of over 6m page impressions 500,000 visitors to website For full case study, click here DfT uses connectivity of magazines to raise awareness of drug driving

  25. Technology Title: Top Up Friday Client: T-Mobile Agency: Rise Communications Target Audience:16-24 PAYG customers Media Mix: Print, online, outdoor, radio, TV Objective: Retain existing customers & recruit customers on competitor networks Results: Consideration of T-Mobile as a PAYG supplied doubled to 25% 417,000 names collected for future DM Online game played 310,000 times For full case study, click here FAB uses weekly planning weights to reawaken brand & drive sales By teaming up with magazine brands that were highly relevant to the target audience, T-Mobile enjoyed the essential credibility necessary.

  26. Technology Title: The FHM O2 Cup Client: O2 Agency: Emap Target Audience: Football fans Media Mix: FHM (print) Objectives: Get closer to amateur football fans at grassroots level Opportunity to associate with a genre that no brand had previously Results: O2 rose from 3rd to most popular network for FHM readers Campaign helped attract 305,000 new customers (double the average) O2 dominates one of biggest interest areas for men For full case study, click here O2 uses men’s magazines to get closer to football fans at grassroots level

  27. Technology Title: Knock-Off Nigel Client: The Industry Trust Agency:Carat Target Audience:Men 16-34 Media Mix: Zoo (print & online) Objective: Raise awareness of criminal nature of buying knock-off DVDs Results: More than 850,000 impressions to microsite over 4 weeks Approximately 50 people uploaded their knock-off Nigel mates For full case study, click here Men’s magazines provide platform to engage young men through user generated content “I loved it, I got to shame up my tight mates that never pay for a round” (Zoo reader)

  28. New Product Launch - Food & Drink Title: You Can Do It With Dolmio! Client: Dolmio (Masterfoods) Target Audience: Busy mums Media Mix: IPC titles (print & online) Objectives: Launch new range of Dolmio products to millions of busy mums Develop a true partnership between brand & magazine Results: Post-campaign showed: 75% of readers aware of magazine feature & over two-thirds read the whole piece 90% of readers found recipes as useful & entertaining & 70% kept them for future use For full case study, click here Dolmio employs magazines to launch new derivative in crowded market

  29. New Product Launch - Health & Beauty Olay Regenerist uses magazines for innovative product launch Client: Olay Regenerist (P&G) Agency: IPC Media Target Audience:Women 35-55 Media Mix: Marie Claire (print & online) Objective: • Drive awareness of product as deliverer of great results without the price tag Results: • Post-campaign research showed readers twice as likely to recall Regenerist activity (88% v 44%) & 37% more likely to regard Olay as ‘more modern’ (22% v 16%) For full case study, click here

  30. New Product Launch - Household Title: Comfort Concentrate Campaign 2007 Client: Comfort (Unilever) Agency: IPC Target Audience: Housewives Media Mix: TV, magazines & online Objectives: Identify impact of exposure to magazine campaign on brand sales Explore effect of using TV & print in combination Results: Magazine campaign added sales above TV only Sales rose 48% among magazine exposed consumers compared with 39% among non-readers Consumers exposed to heavy mag & light TV outperformed light mag & heavy TV – sales up 79% & 74% respectively Sales ROI of £1.32 on magazine investment Of incremental sales generated, £1.29 million (81%) came from IPC title readers For full case study, click here TNS research shows magazines outperform TV in ROI for Comfort Concentrate launch The spend for TV and magazines used in the campaign was £2.5m & £1.2m respectively.

  31. New Product Launch - Leisure & Entertainment Title: Rampant Rabbit – The Wave Client: Ann Summers Agency:Manning Gottlieb OMD Target Audience:Women 18-45 Media Mix: Print-based campaign in women’s titles (New Woman & Company) Objective: Launch new product in a subtle way, while creating buzz about brand Results: Exceeded product's 100,000 sales target Best selling Rabbit also the most expensive one for first time ever Increased profits from product sales (over standard Rabbit) exceeded campaign budget For full case study, click here Ann Summers uses magazines to create real buzz around new product launch Short-listed, PPA Marketing’s Magazine Advertising Awards 2008

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