Cadbury Campaign Results Dec 2010

8/8/2019 Cadbury Campaign Results Dec 2010

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Google Confidential and Proprietary

Cadburys Chocolate Charmer campaign

Chocolate Charmer Campaign media mix

YouTubeHomepageMasthead

TV

Facebook Reachblock

Facebook Fan Page

YouTube PromotedVideos

The Chocolate Charmer campaigns purpose was to reinvigorate the

Cadbury brand association with authentic chocolate Campaign started in April 2010 and ran for 6 weeks

Online

TV

Share of budget


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What is the Media Efficency Panel?

The only single source panel which can link online and offline media

exposure to offline sales

MEP

Offline mediaquestionnaire

Online mediaexposure

Purchase data

Cross media campaign reachand incremental reach

Uplift in sales as a result ofcampaign exposure

Return on campaigninvestment

Monitors media

exposure & purchasedata

MEP output


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Executive summary

Online channels had an impressive total reach of 30.8%

Online provided greater reach than TV when targeting 15-34 year olds

Two thirds of the reach of YouTube was incremental to TV

Online advertising has a significant impact on sales uplift

ROI is higher online, best of all were YouTube promoted videos


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Source: UK Media Efficiency Panel 2010 Sample : 5,184 households

Impressive reach of Online channels

Gross reach

Total online reach = 30.8% (YouTube + Facebook)

4.1 | 3.9 3.6 | 3.7 10.7 | 11.8

Average frequency:

58%

25%

7%

46%

35%

19%

TV YouTube Facebook

All Online Main Shoppers 15-34


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Source: UK Media Efficiency Panel 2010 Sample : TV- 2,990, Online- 1,597

Online provided greater reach than TV whentargeting 15-34 year olds

14.7% 33.2 %31.4 %

69.3% online contacts had no TV contact

Online delivered 33.2% incremental reach

15-34 year olds


7/12Google Confidential and ProprietarySource: UK Media Efficiency Panel 2010

Two thirds of YouTube reach was incremental

9.4% 15.9%48.3 %

15.9% incremental reach of YouTube

62.5% of all YouTube contacts had no TV contact

Total audience


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Source: UK Media Efficiency Panel 2010; TV- 1,401, Online- 347

Online advertising generated a significantsales uplift

With only 7% of the budget, Digital contributed 20% of the sales uplift

Total audience

7%20%

93%80%

Share of budget Incremental sales

Online TV



ROI is higher online

Return on Investment for every 1 media spend

Online provided ROI almost 4 times higher than TV

YouTubes promoted videos provided the best return of the entire campaignSource: UK Media Efficiency Panel 2010, TV- 1,401, Online- 347, YouTube Promoted Video-250, Spend provided by PHD Media.

Total audience

0.60

2.01

3.71

TV Online YouTube PromotedVideos



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Twothirds of all online contacts had no TVcontact

Online delivered 19.3% incremental reach

11.5% 19.3%46.2 %

Source: UK Media Efficiency Panel 2010 TV- 171, Online 103

All audiences



Definition of Ad Exposure and Purchase

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Television Ad Exposure

The panellist was assigned a probability, based on media consumptionhabits, to be viewing a programme in which the advertising was shown-exposure is assumed.

Online Ad ExposureAn advertisement was downloaded by the panellists browser while theywere online. Exposure is known. In home internet usage only.

Purchase actA panellist has registered a product brought into the home using their homescanner. The purchase is definite, however it is possible that impulsepurchases consumed out of the home have not been registered.

Regression ModelA single source file is created with modeled media data, actual online data,

panel demographics and purchasing. A logistic regression model is usedincorporating promotions, loyalty and media contacts, with sales uplift anddrivers as output.

Cadbury Campaign Results Dec 2010

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