CASE STUDY: Daz increase sales by 150% using TV & Mags
Provided by Time Inc. UK
Daz [P&G] sales up 150% through combined television and TV magazines.
What was the Challenge / Background of the Campaign?
Daz had wide reach and awareness among mass market mums through The Cleaner Close TV campaign. But sales were to be dramatically improved using magazine communication. Client, agency, PR, IPC Weeklies Solutions and editorial teams collaborated to create a ground breaking 6 month sponsorship of IPC TV titles soap coverage. NRS accumulation showed the planned campaign (of 500 pages of sponsor tags, advertorial and editorial mentions) would deliver 550 housewife with children ratings; 33% at an average 17 ots and at ¼ the price of TV.
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What was the Campaign Objective?
To increase sales of Daz.