CASE STUDY: Guinness makes a return to National newspapers
Provided by Newsworks
Guinness use national newspapers to complement its TV activity and to deliver mass reach in a cost effective manner.
What was the Challenge / Background of the Campaign?
"The evidence for using national newspapers alongside TV for Guinness is very strong. Three independent studies show that newspapers have an additive and complementary role, resulting in increased sales and consideration. It was important that our first brand press ads in years lived up to high consumer expectations for Guinness ads." Russell Jones, Marketing Director at Guinness.
What was the Campaign Objective?
To fire up passion and pride for the brand, and to get pub chatter going, by communicating the brand idea: The Guinness Pint - worth the wait. Guinness also wanted to compensate for television's inherent weakness reaching younger, more upmarket men and those living in London and the South.
What was the Solution?
National newspapers were used to deliver mass reach in a cost-effective manner. Audience specific placements (e.g. sports pages for men) were employed to engage and make the most of the insertions. Newspapers added valuable quality and personality to the campaign. TV and newspapers delivered 71% extra depth of information, created 51% higher emotional connection and provoked 40% more brand re-appraisal than TV alone. Please download the presentation attached to this opportunity for more information.
What were the Results?
Newspapers added 4% incremental sales for Guinness, in addition ti increases generated by other activity. Exposure to 3 or more newspaper ads boosted buying by 5.4% post campaign. Newspapers, alongside concurrent TV activity, increased consideration of Guinness by +4% points among the core target of repertoire buyers aged 18-45, compared to only +1% point for TV alone. Newspapers added valuable quality, modernity and personal perceptions to Guinness' brand image. Brand tracking was conducted by Millward brown and sales data was provided by dunnhumby.
What were the Key Learnings of this Campaign?
Newspapers can complement television activity to great effect. Using strong and tested creative in national newspapers will drive sales, engagement and improve brand image.