Seven Seas JointCare
Principles Media successfully raised brand saliency by +22% points, whilst spontaneous awareness increased by 19%. Ad recognition was +17% points above the Millard Brown norms.
Most importantly the campaign achieved a 68% sales uplift – the value of the increased sales from newspaper readers was more than 3½ times greater than the value of non-readers’ uplift.
Principles Media was challenged with stretching the Seven Seas JointCare national media budget.
A Newspaper Marketing Association effectiveness deal was negotiated, incorporating 100% mirrored investment from the national newspapers. This effectively doubled the campaign media budget and Gross Rating Points. The media campaign was also fully accountable with Millward Brown pre and post research (qualitative and quantitative) and a TNS report.
A Newspaper Marketing Association effectiveness deal was negotiated, incorporating 100% mirrored investment from the national newspapers. This effectively doubled the campaign media budget and Gross Rating Points. The media campaign was also fully accountable with Millward Brown pre and post research (qualitative and quantitative) and a TNS report.
