NESCAFÉ: Case Study

CrossMedia(TM) return on investment analysis reveals how national newspapers helped re-launch the coffee brand.

1. The Proof
The business case for newspaper advertising
as part of the media mix

2. 2
National newspapers played a distinct and cost-effective
role in NESCAFÉ’s successful multimedia campaign,
demonstrating specific strengths in driving sales and
building both purchase intent and emotional involvement
brand metrics:

Why newspapers for NESCAFÉ?
Both the heaviest commercial TV viewers and frequent
newspaper readers spend heavily on instant coffee –
making the two media ideal and complementary partners for
advertising. Frequent newspaper readers are the heaviest
category buyers, spending £28.59 per household in 2009.

Newspapers – the most cost-effective medium to drive
brand measures
• Newspapers delivered the highest overall return on
investment for NESCAFÉ, with TV second
• Newspapers were the most efficient medium for driving
brand consideration
• Newspapers were twice as efficient as TV in creating
emotional brand involvement
• TV and newspapers worked in complementary ways to
build brand image.

NESCAFÉ
Headline results
sales uplift
Newspapers drive 2.6% sales increase
Rising to 7.5% sales uplift among those
exposed to 5 newspaper ads.

Newspapers enhance TV ad performance
The NESCAFÉ TV ad worked harder and
was more engaging if seen alongside the
newspaper campaign.

3. Expenditure on instant coffee
£ per household 2009
TV viewers and national newspaper readers
spend heavily on instant coffee
Kantar Worldpanel 52 weeks to Dec 2009. Population 000s. All households 25200.
Heaviest third TV viewers = 7208. Frequent newspaper readers = 7212. Frequent magazine readers = 6973.
Heaviest third of TV is 29% of TV
£25.75
£28.22 £28.59
£27.27
Total market Heaviest 3rd TV
viewers
Frequent newspaper
readers
Frequent magazine
readers

4. Expenditure on NESCAFÉ
£ per household 2009
Readers of mid-market and popular newspapers
are the heaviest spenders on NESCAFÉ
Kantar Worldpanel 52 weeks to Dec 2009. Population 000s. All households 25200.
Heaviest third TV viewers = 7208. Frequent newspaper readers = 7212. Frequent magazine readers = 6973.
Regular qualities =1623. Regular mids = 2136. Regular pops = 2692. Heaviest third of TV is 29% of TV
£13.08
£15.21 £15.05
£12.91
£16.32
£15.87
Total market Heaviest 3rd
TV viewers
Frequent
newspaper
readers
Frequent
quality NPs
Frequent
mid-market
NPs
Frequent
popular NPs

5. Expenditure on NESCAFÉ GOLD BLEND
£ per household 2009
Mid-market & Quality newspaper readers
spend most on NESCAFÉ GOLD BLEND
®
Kantar Worldpanel 52 weeks to Dec 2009. Population 000s. All households 25200.
Heaviest third TV viewers = 7208. Frequent newspaper readers = 7212. Frequent magazine readers = 6973.
Regular qualities =1623. Regular mids = 2136. Regular pops = 2692. Heaviest third of TV is 29% of TV

£3.59
£3.84
£4.36 £4.35
£4.79
£4.09
Total market Heaviest 3rd
TV viewers
Frequent
newspaper
readers
Frequent
quality NPs
Frequent
mid-market
NPs
Frequent
popular NPs

6. 10
15
14 14
8
39
Zero OTS 1-2 OTS 3-4 OTS 5-7 OTS 8-9 OTS 10+ OTS
Frequency distribution for NESCAFÉ TV campaign
National newspapers
A perfect partner to TV
Source: BARB analysis of NESCAFÉ TV campaign – Adults

Low weights of
TV exposure are
less effective The optimum OTS
High weights of
TV exposure suffer
diminishing returns

7. NESCAFÉ TV campaign
Analysis of heavy TV viewers by social grade %

Heavy TV viewers more DE than brand profile
Source: BARB analysis of NESCAFÉ TV campaign – Adults/TGI 2009 Q3 NESCAFÉ Instant Coffee Adult user profile
AB
C1
C2
DE
41
23
21
22
24
29
14
26
Heavy TV viewers social class NESCAFÉ Instant Coffee TGI profile

8. 124
117
186
108
142
Men 16-24 AB C1 London
TV: Profile % 43 10 15 26 16
NPs: Profile % 53 12 28 28 23
Newspaper audience delivery indexed against commercial TV
Newspapers’ audience profile complements TV
with a profile that is relatively young, ABC1 and London
Source : BARB Jul – Dec 2009 / NRS Jul – Dec 2009

9. To quantify the effects of individual communications
channels in a multi-media campaign for the
NESCAFÉ brand.

To establish the efficiency of each medium in building brand
measures – what is the return on investment?

To measure the sales impact of adding newspapers to
the mix.

To understand the synergistic effect of TV and newspaper
ads working together.

Test Objectives

10. Aug 09 Sep 09 Oct 09 Nov09 Dec 09 £m
Media
Target
Audience:
18-65 hot
beverage
drinkers


TV 3.2
Newspapers 0.9
Outdoor 0.7
Online 0.3
Research
Dates
Millward
Brown
CrossMedia™
Tracking
10
NESCAFÉ:
Test detail
Media Plan
1004 TVRs
Pre
Campaign objective
Relaunch the NESCAFÉ brand
418 GRPs
Pre Post

11. NESCAFÉ:
The creative work
Newspaper creative

12. NESCAFÉ:
The creative work
Newspaper creative

13. NESCAFÉ:
The creative work

Outdoor creative TV newspaper creative Online creative

14. The findings
14
NESCAFÉ

15. Newspaper advertising effect on NESCAFÉ sales
% increase
Immediate 2.6% sales uplift from newspapers
Source: dunnhumby

2.6
During campaign

16. Newspaper advertising effect on NESCAFÉ sales at different OTS
% increase

Newspapers
drive 7.5% sales increase at 5 OTS
Source: dunnhumby

1.7
2.6
4.5
4.9
7.5
1 OTS 2 OTS 3 OTS 4 OTS 5 OTS

17. Newspaper advertising effect on NESCAFÉ trial
% increase

Newspaper campaign
encourages trial
Source: dunnhumby

2.6
NP during and 12 weeks post campaign

18. Newspaper advertising effect on NESCAFÉ penetration
% increase

Newspapers
drive penetration
Source: dunnhumby
2.7
2.0
NP during NP post

19. Tesco Clubcard lifestyle profile
Newspaper buyers who bought NESCAFÉ indexed against average Tesco Clubcard user profile

Newspaper readers
less price sensitive
Source: dunnhumby

78
124
Convenience
100
Price sensitive

20. 41
23
21
22
24
29
14
26
% of uplift % of cost
Contribution to overall uplift in NESCAFÉ brand measures versus cost of media
%
Both Newspapers and TV
punch above their weight
Source: Millward Brown CrossMedia™ modelling

Total uplift in
brand measures
driven by
media activity
5% uplift
Online
Outdoor
Newspapers
TV

21. Overall uplift across brand measures per £1m invested
%

Newspapers
deliver the highest return on investment
1.2
1.1
0.2
0.4
Newspapers TV Outdoor Online

22. Cost of 1% uplift across NESCAFÉ brand measures
£m

Newspapers
most cost-efficient for building brand health
0.86 0.94
6.36
2.56
Newspapers TV Outdoor Online

23. Uplift in brand involvement per £1m invested
Someone I’d like
%
Newspapers
twice as efficient as TV at creating emotional brand involvement
2.2
0.9
Newspapers TV

24. Uplift in brand commitment per £1m invested
Likelihood to choose
%

Newspapers
most cost-effective at driving consideration
1.8
1.0
0.2
Newspapers TV Outdoor

25. Brand image uplift
% endorsing NESCAFÉ

TV & Newspapers
strengthen brand image
+3.2
+4.0
+4.0
+4.1
+4.2
+5.6
+7.3
+8.0
Fame
Everyday
Appeal
Quality
Premium
Stature
Sociability
Taste

26. Uplift in brand image per £1m invested
% endorsing NESCAFÉ
Multimedia campaign
strengthens brand image
0.8
1.0
0.2
0.5
Newspapers TV Outdoor Online

27. Recognition – Newspaper ads
% recognising
Strong creative impact
leads to good recognition
33
20
NESCAFÉ Millward Brown print norm (326 ads)

28. Newspaper ads
% agreeing

Strong impact and branding
ensures engagement
54
63
47
73
92
68
I'd stop and look rather
than turn the page
Very eye-catching
Definitely remember ad
was for NESCAFÉ
NESCAFÉ Millward Brown Norm

29. Distinctive
Interesting
Soothing
Pleasant
Gentle
Weak
Dull
Boring
Irritating
Unpleasant
Disturbing
Involving Norm: 61 NP ads
Recognise NP
(Each axis 0-80%)
Newspaper involvement diagnostics

Newspaper ads

engage very strongly

30. Adding newspapers
enhances TV performance
Response to TV ads
% agreeing

42
51
51
50
56
43
+16
+24
+25
+17
+17
+17
Made me more likely to
buy NESCAFÉ
Made brand more
appealing
Points made were
believable
Points made were
relevant
Contained different
information
Contained new
information
45
48
68
59
43
52
TV solus Added effect of NP Millward Brown norm

31. Distinctive
Interesting
Soothing
Pleasant
Gentle
Weak
Dull
Boring
Irritating
Unpleasant
Disturbing
Involving Norm: 698 TV ads
Recognise TV solus
(Each axis 0-80%)
Recognise TV + NP
TV involvement diagnostics

TV ad

more engaging when seen alongside newspapers

32. Advertising measures – Re-appraisal
Surprising and gets me to think differently
Top 2 Box %
Adding newspapers
builds re-appraisal
49
66
77
TV solus TV + 1 newspaper ad TV +4/5 newspaper ads
Recognise:

33. Advertising measures – Brand values
Helps me connect and identify more strongly
Top 2 Box %

TV plus newspapers
boosts emotional impact
50
69
77
TV solus TV + 2/3 newspaper ads TV +4/5 newspaper ads
Recognise:

34. Advertising measures – Depth of information
Gives me enough information to decide
Top 2 Box %

Depth of information
builds across campaign
53
60
71
79
TV solus TV + 1 newspaper
ad
TV + 2/3 newspaper
ads
TV +4/5 newspaper
ads
Recognise:

35. Advertising measures – Call to action
Gives me a reason to go out and buy
Top 2 Box %

TV + newspapers partnership
drives powerful call to action
46
63
73
TV solus TV + 2/3 newspaper ads TV +4/5 newspaper ads
Recognise: