SMA's sponsorship of The Baby Zone was a precise alignment with highly relevant content and tightly-targeted audiences.
SMA Nutrition is a well-established brand, with over 90 years' experience of feeding babies. SMA Progress is a follow-on milk for older babies and toddlers. SMA operates in a highly competitive market, with many brands of formula milk available to new and expectant parents. Influencing their choice is vital at this stage as parents tend to stick with one brand as their child grows up.
To reach new and expectant parents as they make their purchasing decisions with regards to follow-up milk. To position SMA Progress as the first choice, making sure that the brand has standout in a very competitive marketplace.
ids proposed aligning the SMA Progress brand with relevant programming for new and expectant parents through sponsorship of 'The Baby Zone' on LIVING and LIVING2. The strand consisted of around 30 hours per week of real-life baby-related programming. LIVING and LIVING2 attract a young female audience, many of whom have had or are expecting a child. According to TGI's life events data, 1 in 9 of LIVING's female viewers had experienced the birth of a child in the previous 12 months or were expecting one in the next year. This propensity is +31% higher than the GB average.
To measure the success of the activity, a three- wave campaign awareness study was conducted
by an independent research agency. A sample of expectant mothers and those with children aged
up to 18-months-old were interviewed face-to-face on the street using XDAs. The research aimed to measure and evaluate the positioning of SMA against its competitors and attitudes towards the sponsorship campaign. Spontaneous recall of SMA Progress increased by 173% between the pre and post waves, with 26% of respondents specifically mentioning the brand at the post stage.
The sponsorship reached 20% of Housewives with Children in multichannel homes - 1.15m of them - during its initial 7 month run. When asked to name the sponsor of 'The Baby Zone' on LIVING, 21% of respondents spontaneously named SMA at the post stage. This was more than for some terrestrial associations such as Deal Or No Deal and The Bill. The success of the campaign led to two further renewals. The sponsorship delivered key messages for SMA, and those that had seen it before the research had a much better understanding of what the sponsorship was communicating.