CASE STUDY:Seven Seas has sales boost with newspaper advertising
Provided by Newsworks
Seven Seas ran a newspaper-only campaign which drove a significant sales increase of 67% and built brand equity
What was the Challenge / Background of the Campaign?
Seven Seas ran a solus newspaper campaign for the Seven Seas JointCare brand that drove a significant sales increase and built brand equity. 2009 sales data demonstrates that frequent newspaper readers spend 25% more on vitamins & mineral supplements than heavy TV viewers.
What was the Campaign Objective?
The campaign objective was to differentiate Seven Seas JointCare from competitors and make people feel it is worth the premium versus private label.
What was the Solution?
Newspaper readers are heavy spenders in the vitamins and mineral supplements category. Kantar Worldpanel special analysis shows that frequent newspaper readers spent 25% more in 2009 than heavy TV viewers. Seven Seas used newspaper advertising to increase sales and separate their brand from competitors. From the campaign, Seven Seas saw that purchasing increased by 68%. Overall, the newspaper advertising was successful in attracting new buyers to the Seven Seas range, whereas the sales increase among non-readers was due to existing buyers buying more.
What were the Results?
Newspaper readers were immediately very responsive to the Seven Seas advertising, purchasing increased by 68%. This compared with an uplift of 45% among non-readers (who were lower spenders in the first place). The value of the increased sales from newspaper readers was more than 3 ½ times greater than the value of the non-readers' uplift. The newspaper advertising had a significant impact on Seven Seas' share of the glucosamine and adult vitamin market, which rose to 67% among those exposed to the advertising.
What were the Key Learnings of this Campaign?
Depth of information builds across campaign. Multiple ads strengthen emotional brand connection! Newspapers are the perfect environment for healthcare brands, as they provide a large, highly engaged and responsive audience who spend heavily on healthcare brands. Newspapers create a strong emotional response among readers, which helps build brands and influence buying decisions. Relevant editorial heightens audience engagement and interest. Newspapers' immediacy drives sales response.