CASE STUDY: Universal Music Group and Sky AdSmart
Provided by Sky Media
Universal Music Group wanted to combine the power of TV with precision targeting to advertise the No. 1 kids music brand
What was the Challenge / Background of the Campaign?
Universal Music Group's (UMG) Pop Party series is the No.1 music brand for kids and has sold over 5 million copies to date. The Pop Party 12 edition features 20 of the biggest tracks of the year from the likes of Jessie J and Ellie Goulding, along with a bonus DVD of the music videos, all in a kid-friendly package. To promote the album launch, UMG supplemented their marketing with a tailored Sky AdSmart campaign.
What was the Campaign Objective?
To increase awareness of the release of Pop Party 12 amongst the target audience & to reach a targeted audience identified as most likely to purchase Pop Party 12.
What was the Solution?
UMG were able to superserve their audience by only delivering the advert to homes with presence of children 5-11. This approach removes the uncertainty associated with traditional TV advertising and increase the efficiency at reaching core Pop Party 12 prospects. The 30" creative communicated the main messages of the campaign: the album was ".packed full of chart topping hits" and would be ".an ideal gift for the kids". The campaign ran across November and December and reached 97,286 Sky households with Kids 5-11 in Meridian, delivering over half a million impressions.
What were the Results?
Despite having previously run traditional linear activity only, the addition of Sky AdSmart activity succeeded in boosting campaign cut through. Advertising recall increased across both spontaneous and prompted measures - This proves the positive impact of increasing frequency on a targeted audience via Sky AdSmart. The campaign brought the Pop Party 12 brand more front of mind, drove positive sentiment for the album and crucially those exposed to the Sky AdSmart campaign were more likely to purchase the Pop Party 12 album.
What were the Key Learnings of this Campaign?
"Sky AdSmart allowed us to increase the frequency of our messaging to our chosen target audience with optimum efficiency. This had the desired effect of increasing purchasing intent and album sales amongst our core prospects. Following this successful trial, we now consider Sky AdSmart a logical consideration to any future marketing plans" Mediacom, UMG's buying agency