Newspapers allied to TV built brand equity, delivered a long-term sales boost and drove re-appraisal.
To test the hypothesis that national newspapers are the perfect environment for delivering new 'news' and prompting re-appraisal: that they're also the perfect media partner to TV, because they are both processed differently, are both heavily consumed in the evenings, and have complementary media profiles. Whereas many newspaper campaigns are short-lived and tactical, the belief was that multiple campaign bursts would build long term brand equity.
To increase awareness and understanding of gum disease, then highlight the importance of gum care; drive awareness and trial of the Corsodyl mouthwash range and the launch of Corsodyl Daily Gum & Tooth Paste.
A campaign using TV and newspapers together. National newspaper readers are big spenders on mouthwash products, specifically Corsodyl. Newspaper readers are engaged, attentive and receptive to new ideas. Brand tracking by Millward Brown was conducted pre and post the activity. Kantar Worldpanel provided sales results. Web traffic analysis was by sophus3.
Newspapers built long-term brand health as well as driving sales and web traffic. Newspapers + TV increased value share more than TV alone. The newspapers + TV combination boosted penetration. Print and online newspapers delivered 31% more unique web visitors than TV. Adding newspapers boosted claimed purchase, brand commitment, involvement and equity far more than solus TV for Corsodyl's mouthwash range. TV + newspapers successfully established the newly launched Corsodyl Daily Gum and Tooth Paste delivering double the increase in brand familiarity versus TV solus
Adding newspapers makes TV work harder. Seen solus, Corsodyl TV performance was above norm, but among those also exposed to newspapers, TV performance was even higher, with large boosts in relevance and likelihood to buy. Newspaper ads also increased message takeout and deepened TV ad engagement. The best newspaper ads, like newspaper editorial, deliver information in an emotionally engaging way. The Corsodyl newspaper ads achieved this, outscoring TV on both information and emotion