ghd: Effectiveness How newspapers ensured ghd was at the top of the shopping list 1 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 ghds brand health among a modern female target: 2
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 ghds 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 3 ghd Creative work Newspaper creative 4 ghd Creative work Magazine creative
TV creative 5 ghd Test detail Objective Reinforce womens 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 6 ghd Test detail Media Plan Sept 11 Newspapers Media Target audience:
Style conscious women aged 16-50 Dec 11 225 TVRs TV CrossMedia Nov 11 433 GRPs
Magazines Research Dates Millward Brown Oct 11 190 GRPs Pre m 0.29 0.35 0.19
During/Post Ads in the main book of the newspapers accounted for 282 GRPs and the supplements for 151 GRPs Source: NMR/BARB/NRS 7 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
8 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. Stuart Spiegel CMO, ghd 9
The Findings Brand response 10 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 11 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 12 ghd Newspapers impact couldn't have been achieved by TV + magazines Source: Millward Brown CrossMedia 13 ghd
National newspapers punched above their weight Source: Millward Brown CrossMedia 14 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 0.38
0.38 Newspapers TV 1.16 Magazine Source: Millward Brown CrossMedia 15 ghd
Newspapers deliver significant new audience, fast Source: NRS 16 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
17 The Findings Advertising response 18 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 19 ghd ghd newspaper ads were highly involving
Source: Millward Brown CrossMedia 20 ghd Newspaper ads for ghd performed strongly Response to ghd ads % agreeing Source: Millward Brown CrossMedia 21 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
22 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 23 ghd Multiple newspaper executions increased responses Source: Millward Brown CrossMedia 24
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