GUMMY VITAMIN Case Study: #2


Challenge

Low brand awareness and limited marketing dollars prevented a Gummy Vitamin from increasing in volume.


Solution

Research led to users of Vitamins who also purchased natural products.  Understanding of consumer needs mixed with the product efficacy assisted in the design of message.

National FSIs were strategically designed to launch at the end or middle of 3 week television flights.  Programs that were selected as :10 promotional ads within syndication delivered 1/5 the cost of a national broadcast :30 offering 75% recall of a :30 and appearing “in program” as opposed to placed in a standard commercial pod.


Cable television was later utilized to extend reach and provide additional frequency.


Result

Gummy Vitamin became the #1 selling Gummy Vitamin product.  ROI resulted in +4 to 1.
Gummy Product went from 5 to 8 digits in volume, producing a 60% change in lift of unit sales volume.  The Vitamin Product was able to leverage success and in store profits to introduce new line extensions.

Why It Matters to You:

THE :10 ADVANTAGE IS A STRATEGIC WAY TO MAXIMIZE YOUR ADVERTISING DOLLARS, REDUCE SPOT COSTS, EXTEND REACH, AND INCREASE FREQUENCY

SKIN CARE Case Study: #1


Challenge

Low brand awareness and limited marketing dollars prevented a SKIN CARE product from reaching full market potential.


Solution

A coordinated media and in store promotion took place to increase velocity and awareness.  Research led to purchasers of skin care products, and the brand utilized an optimized media schedule of three (3) , three (3) week flights in conjunction with in store promotions and trade on-counter displays.

Programs that were selected as :10 promotional ads within syndication, delivered 1/5 the cost of a national broadcast :30, offering 75% recall of a :30 and appearing “in program” as opposed to placed in a standard commercial pod.  This allowed for the greatest amount of impression and awareness levels for the media dollar.


Result

TV aired prior to in-store program to generate greater awareness.  The result was a 50% lift in incremental sales vs 4 weeks prior, and 60% vs the same time period against the previous year.  Once the in-store promotion launched, the brand experienced another 100% increase in incremental units vs the previous 4 weeks.  Television elevated the baseline sales 50%.

Source:  Nielsen Brand Effect P18+ :10 sample 30,525 :30 sample 50,500  Feb 2010–March 2011

CASE STUDIES

Source:  Nielsen Brand Effect P13+

:10 sample 20,724 :30 sample 51,603

09/20/10-10/17/11

  • Unaided recall, :10 spots are 75% as effective as :30 spots
  • Aided recall, :10 spots are 98% as effective as :30 spots
  • DVR-resistant, Closed-Caption :10’s and Promotional Consideration :10’s are embedded in program
  • Highly cost-effective use of national ad dollars
  • Extends reach and frequency of an advertising campaign
  • Active viewing/listening :10’s are embedded in program content
  • :10 spots increase on-air continuity with shorter off-air flight hiatuses
  • :10 spots are not pre-emptible and air in a clutter free environment
  • :10 spot is 15% to 20% of the cost of a :30 spot
  • :10 spot is 30% to 40% of the cost of a :15 spot

:10 seconds  = efficiency & business growth

Here are two ways :10 ads can run closed-captioning or promotional consideration sponsorships.