A Case Study
Newspapers + TV drive brand commitment
and brand values for Purina ONE
Objectives of the test
Nestlé Purina wanted to test the effectiveness of a
combination of National Newspapers, and TV
The aims were to build brand values and deepen brand
understanding for Purina ONE.
Newspaper Creative
Stills from TV
2
Tracking the advertising
The campaign was tracked amongst ABC1 women dog and
cat owners aged 35-64 nationally, with London boost.
Hall and Partners’ research measured the target’s
relationship with Purina ONE pre to post the advertising.
2005
Feb
Mar
Apr
May
June
July
Media
Newspapers
The main scaled measures included:
• Brand commitment: likelihood to purchase Purina ONE
• Brand saliency: a depth of knowledge of the brand
The results were analysed by those who had been exposed
to:
• Newspapers only
• TV only
• TV + Newspaper
TV
London
only
Outdoor
Press
Research
Wave 1
Wave 2
Wave 3
3
The Findings
The top line
Newspapers drove brand commitment up 7% points
nationally.
Newspaper creative
Adding national newspapers to London TV trebled brand
commitment in that area.
Cost of driving each extra % point of brand commitment
was 30% lower with newspapers + TV than TV alone.
Newspapers + TV combination strongest for boosting brand
familiarity, salience, quality perceptions and brand values.
4
Nestlé Purina
Endorsed the use of newspapers for brand building
“We needed to be able to deepen Purina ONE’s message
beyond that achieved to-date via TV.
Newspaper creative
“This test has been extremely useful in helping us to
understand the role newspapers can play in doing this as
well as how to best combine this with a TV-led approach.
“The test was also powerful in providing ourselves and our
agency partners learning in how to best construct press
creative – something possibly given insufficient attention
and appreciation in the past.”
Newspaper Creative
5
Purina
Detailed results
6
Newspapers
Drive 7% point increase in brand commitment nationally
Newspapers increased brand commitment by 7%
points from pre-campaign levels
Brand Commitment: ‘Purchase Consideration’
Pre to post % points increase
from Wave One – National
+7
+4
16
13
9
Wave 1
Wave 2
Wave 3
Source: Hall & Partners
7
TV + newspapers combination
Increases brand commitment threefold
In London TV + Newspapers successfully regenerated brand
commitment when levels fell in non-advertised period.
Seeing both TV and newspapers resulted in 3 times higher brand
commitment than that achieved by the multimedia campaign at wave 1
Brand Commitment: ‘Purchase Consideration’
Pre to post % points increase
from Wave One – London only
Wave 3
+23
+7
+6
17
16
10
-7
3
Wave 1
Wave 2
Wave 3
TV + NP
TV
Source: Hall & Partners
8
Newspapers + TV
30% cheaper than TV solus for driving brand commitment
Due to the increased efficiency of the newspaper and TV
combination in driving brand commitment, the cost per % point
increase was 30% lower than TV alone.
Wave 3
TV Solus
TV + newspaper
Brand commitment % points
17%
33%
Brand commitment % point increase (from Wave 1 at 10%)
7%
23%
Cost (£ thousands)
736*
1,671 (965 + 736)
Cost per brand commitment % point increase (£ thousands)
105
74
*Estimated network cost based on £280,000 London cost
9
Adding newspapers
Creates real dynamism
Adding newspapers to TV in London accelerated positive
movements in brand salience and quality perceptions of
Purina ONE.
Brand quality and brand salience – London
Pre to post % points increase from Wave 2 to 3
Brand salience
‘Has something going for it’
Brand quality
‘Better than the others’
+7
+12
+20
+12
+14
+32
Total
TV solus
TV + NP
Total
TV solus
TV + NP
Source: Hall & Partners
10
Adding newspapers
Generates greater familiarity
Brand familiarity was greatly enhanced demonstrating the
complementary nature of Newspapers and TV working together + 22%
points versus +10% points for TV solus.
On the depth of information metric: In London 45% of those seeing
both TV and Newspapers felt the ads gave them interesting
information and relevant detail compared to 28% for solus TV.
Brand familiarity at Wave 3: ‘I know about them’
Pre to post % points increase
from Wave One
London
+22
+11
+10
+8
+5
National
ROC
London
TV + NP
TV solus
Source: Hall & Partners
11
Newspapers + TV advertising
Strongest at driving brand values
Emotional engagement and identification with Purina
ONE was strong for the advertising in each medium –
but was easily surpassed by the power of the
newspaper and TV combination.
Brand values metric:
‘Helps me connect with the brand’
Advertising response strength %
London only
41
30
23
NP solus
TV solus
TV + NP
Source: Hall & Partners
12