CASE STUDY: Cross Media Campaign to Drive Sales of Carte D'Or
Provided by Time Inc. UK
Woman & Home help Carte D'Or to successfully launch their new ice-cream flavours.
What was the Challenge / Background of the Campaign?
Carte D'Or was always known for great ingredients, sharing and being a premium creamy scoop-able ice-cream. However many direct competitors were offering heavy discounts, squeezing Carte D'Or from all sides. 2 new flavours were created - Cherry Blossom and Macadamia Night. They carried a new proposition, using more emotive imagery and names whilst focusing on ingredients.
What was the Campaign Objective?
Carte D'Or wanted a cross-media partner that would integrate the campaign within its own content and provide credibility among consumers and IPC platforms could provide that.
What was the Solution?
Ice Cream Sundays' campaign - using Carte D'Or to celebrate and inspire Woman & Home's love of socialising and food with friends and family. Advertorials in Woman & Home magazine, offering seasonal recipes, ideas and competitions. Bespoke, branded content integrated within Woman and Home with seasonal recipes, features, competitions and video content with celebrity chef Jean Christophe Novelli. Additional content on Good to Know and House to Home to reach an even broader audience.
What were the Results?
The campaign was very well received, with cross-platform exposure boosting response. Awareness of magazine advertising increased 11% and online advertising by 16%, among those who saw both campaigns- Cross media exposure helped to boost recall and in turn, purchase intent.
What were the Key Learnings of this Campaign?
IPC's pre/post ad effectiveness research revealed: 24% uplift in awareness of new Cherry Blossom flavour and 36% uplift in awareness of new Macadamia Night flavour. 13% uplift in current purchase of Carte D'Or among those who saw the print and online campaign and 17% uplift in intent to purchase. 8 out of 10 respondents who saw the campaign thought Carte D'Or was 'premium', 'high quality' and 'great for home occasions'.