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Nielsen Reveals the Secret Ingredients for Driving Growth for Food Base Brand

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2 Copyright © 2019 The Nielsen Company (US), LLC. Confidential and proprietary. Do not distribute. KEY INSIGHTS Nielsen's Campaign Lift analysis revealed that the marketing campaign was highly effective at generating measurable awareness and sales growth for the food base product. Specifically, the results showed: • Sales in the test markets were significantly higher than sales in the control markets. Not only did stores in the test markets outsell stores in the control markets every week of the test, but low, average and high CDI/BDI markets all performed well. In fact, the sales lifts driven by the campaign ranked in the top 5% of all time (based on Nielsen historical norms for similar types of media activity). • Higher frequency levels led to higher results. While the heavy up test market experienced the highest level of sales lift, this finding ultimately helped the team fine-tune frequency and reach levels and avoid overspending. Since lower spend levels had a significant impact across all test markets, the team realized they didn't have to spend more to sustain growth. • The message was resonating. Brand perception metrics increased in the test markets, proving that the advertising resonated with target consumers and influenced their decision to purchase. In fact, the response to the campaign exceeded expectations and drove out-of-stocks in the test markets. • The strong sales lift was sustained. The media effect did not diminish at the end of the campaign, but rather continued to drive a lift in sales over the course of several months. RESULTS With Nielsen Campaign Lift, the team was able to prove that consumer marketing can rapidly grow awareness and sales of the product. The test campaign not only drove a 34% sales lift and a 50% increase in household penetration, but also gave the team the evidence they needed to roll out the campaign nationally. The full national campaign proved to be even more successful, generating a 57% sales lift. Moreover, the findings helped the prepared foods company improve collaboration with retailers. Sharing the results of the Campaign Lift analysis ahead of the national campaign ensured retailers were able to order sufficient quantities of the product ahead of time and avoid costly out-of-stocks. The test campaign, which consisted of TV, digital, social media and in-store tactics, was executed in eight markets (four test and four control), plus one heavy up test market over a 12-week period. Markets were chosen based on their category and brand development indices (CDI/BDI) to ensure low, average and high markets were represented in the test. Stores in the markets where the advertisements aired (the test group) were then compared to stores from similar markets (the control group) where the advertisements weren't aired to calculate the impact on sales. MEDIA POSITIVELY IMPACTED UNITS & DOLLARS OF THE FOOD BASE PRODUCT % Dollar Sales Lift Market 1 Market 2 Market 3 Market 4 All Markets Combined 0 9 18 27 36 45 41.1% 37.9% 29.7% 24.5% 33.8% Week 1 Week 2 Week 3 Week 4 Week 5 Week 6 Week 7 Week 8 Week 9 Week 10 Week 11 Week 12 TEST STORES OUTSOLD CONTROL STORES EVERY WEEK OF THE TEST Combined Market Modeled Weekly Dollar Sales Per Store STORES W/ HEAVY-UP MEDIA CONTROL STORES 0 50 100 150

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