Magazine Advertising Effectiveness Toolkit

1
Magazine Advertising Effectiveness Toolkit

• PPA Research
• 2009

2
Click on the links below to view case studies for
each of the following sectors

• Automotive
• Environment
• Fashion Retail
• Food Drink
• Government Social
• Health Beauty
• Household
• Leisure Entertainment
• Technology
• New Product Launch

3
Automotive
Turtle Wax uses trusted magazine medium to
increase brand awareness

• Title You Dirty Dirty Car
• Client Turtle Wax
• Agency MEC Interaction
• Target Audience Men
• Media Mix Top Gear (print online)
• Objectives
• Increase brand awareness
• Increase sales
• Results
• Online coverage 2m ad impressions
• Offline press support 6.9m combined readership
• 1.7m hits online 26,000 unique users
• Top Gear web-based research campaign generated
  25,000 responses
• For full case study, click here

Our magazine communications and custom made
website delivered a real point of difference,
and the opportunity to interact with our
audience in a truly unique way (Paul Sullivan,
MD of Turtle Wax Europe)
4
Environment
British Gas uses long-term presence of magazines
to champion behavioural change

• Title Getting Green on the London Scene
• Client British Gas
• Agency Carat
• Target Audience ABC1 Londoners
• Media Mix Time Out (print online)
• Objectives
• Deliver a London centric message to encourage
  energy efficient behaviour
• Achieve greater stand out from competitors
• Results
• 202 increase in value of investment
• British Gas in top position as Leader in energy
  efficiency Cares about the environment
• 32 of Londoners see British Gas as Londons 1
  energy supplier (up 6)
• For full case study, click here

British Gas benefited hugely from the endorsement
with Time Out magazine, with a loyal readership
of 88 ABC1 adults and indexes at 184 on TGI for
I do everything I can for the environment.
5
Environment
WRAP uses subtle influence of magazines to
champion attitudinal shift behavioural change

• Title Recycle Now Campaign 2006/7
• Client Waste and Resources Action Plan (WRAP)
• Agency Mediaedgecia Manchester
• Target Audience All adults
• Media Mix WOTV magazine (print online)
• Objective
• Help achieve government target of increasing
  number of committed recyclers
• Results
• AB committed recyclers increased from 63 to
  69 C1C2 from 64 to 71 and DE from 52 to 60
• 75 of WOTV readers/users recycle more now than
  they did before the campaign
• For full case study, click here

Short-listed, PPA Marketings Magazine
Advertising Awards 2008
6
Fashion Retail
Debenhams ditch TV for magazines to outsmart big
spending competitor

• Client Debenhams
• Agency Carat
• Target Audience Women 25-54
• Media Mix Print (consumer monthlies, weeklies,
• supplements national press)
• Objectives
• Increase sales during key Christmas period
• Drive cut-through in increasingly busy
  marketplace with minimum spend
• Results
• Independent research revealed that 57 of
  consumers recognised the club ad as Debenhams
  (with the logo removed) beating Next 51 and John
  Lewis 35 both of which also ran TV advertising
• Increased footfall in December
• For full case study, click here

Debenhams reallocated all TV budget for creative
club concept into print, with 42 of budget
allocated to magazines.
7
Fashion Retail
MS uses magazines to inspire reappraisal of
staid brand image

• Client MS
• Target Audience Women 35-45
• Media Mix Print (celebrity weeklies)
• Objectives
• Appeal to younger audience base without
  alienating core 45 customers
• Promote underwear for different moods (multiple
  copy) but keeping message private (one-on-one
  messaging) and exclusively for women (no
  broadcast)
• Results
• Market share among 35-45 women grew by 37
• Advertised lines saw weekly sales increases of
  41 on base week, with total increase of 6.6m
  during campaign period
• Campaign produced immediate 500 ROI
• For full case study, click here

8
Food Drink
Jack Daniel celebrates his birthday with NME!

• Client Jack Daniels
• Agency IPC Media
• Target Audience Adults 18
• Media Mix NME (print, online radio)
• Objectives
• Raise awareness of JD brand with cross platform
  campaign
• Build on brands association with live music
• Results
• Awareness 75 people agreed they were very
  familiar with JD brand post-campaign
• Consumption grew by 12 points
• Association increase of 24 points in people
  agreeing that JD know their music
• For full case study, click here

Through association with a leader in new and live
music such as NME, JD were able to promote the
brand name as well as the birthday activity.
9
Food Drink
FAB uses weekly planning weights to reawaken
brand create word of mouth

• Title Design a Fab Den Campaign 2007/8
• Client FAB Lollies (Nestle RR Ice Cream)
• Agency Rise Communications
• Target Audience Mums with kids 7-11
• Media Mix Womens monthlies weeklies
• (print online)
• Objectives
• Regain number 1 sales position
• Reconnect with families communicate
  naturalness in product message
• Results
• Campaign responsible for additional 2.8m in
  revenue - ROI of 3.35 for every 1 spent
• Sales uplift of 23 after campaign
• 100,000 website visits 3,000 competition
  entries
• Word of mouth ¼ of mums who read advertorials
  talked about them with others
• For full case study, click here

Winner, PPA Marketings Magazine Advertising
Awards 2008 Winner, IPC Media Magazine Planning
Awards 2008
10
Food Drink
Lucozade finds brand message credibility through
specialist magazine

• Title Running to the Edge Campaign 2007
• Client Lucozade Sport
• Agency MediaCom
• Target Audience Sportspeople
• Media Mix Runners World (print online)
• Objective
• Develop relationship of trust with athletes
• about 33 improved performance claim
• Results
• Lucozade Sport voted Best Sports Drink by
  Runners World readers
• Yr-on-yr sales growth of 26 (21 above target)
• Over 14m page impressions over 31,000 views of
  advertorial online
• Click through rate of 2.5 to Lucozade Sport
  website
• For full case study, click here

The massive increase in sales led the brand to
continue the partnership in 2008 with the
conviction that magazines are the only media that
can deliver the credibility required.
11
Food Drink
Uncle Bens uses multiplier effect of magazines
to reach target consumers

• Client Uncle Bens Mexican Sauce
• Agency Zenith, IPC Media
• Target Audience Mums young professionals
• Media Mix Chat, TV Times Nuts (print)
• Objective
• Increase brand awareness develop solutions to
  educate both audiences about brands
  characteristics
• Results
• Mexican Sauce strengthened its position as number
  one in sector between 2006 2007 with 16 growth
  with magazines playing an influential role
• Chat 79 total awareness of promotional pull
  out, with 64 keeping it
• Nuts 80 total awareness of promotion 62 more
  likely to buy product after promotion
• For full case study, click here

Short-listed, PPA Marketings Magazine
Advertising Awards 2007
12
Food Drink
MMs recruit mens magazines to reposition brand
as popcorn of gaming

• Title Popcorn of Gaming Campaign 2007
• Client MMs (Mars)
• Agency Zenith, MediaCom
• Target Audience Men 18-35
• Media Mix Mens magazines (print online)
• Objective
• Define a relevant credible core consumption
  occasion for the brand i.e. popcorn of gaming
• Results
• Initial test results exceeded all ROI benchmarks
• Campaign reached 2.8m target consumers
• Over 9,000 competition entries
• Recorded increase in every brand attitude metric
• For full case study, click here

Winner, IPC Media Magazine Planning Awards 2008
13
Food Drink
Diet Coke uses magazines to rekindle
long-standing relationship with young women

• Client Coca Cola
• Agency Vizeum, Emap
• Target Audience Women 20-35
• Media Mix Print, online, radio mobile
• Objectives
• Re-establish special relationship between brand
  target audience
• Create a longer-term, deeper, more powerful
  communication
• Results
• Editorial drove fun, feminine stylish values
  for both Diet Coke Heat magazine
• 25 increase in brand key performance indicators
• For full case study, click here

Winner, PPA Marketings Magazine Advertising
Awards 2007
14
Government Social - Youth
NSPCC uses teen magazines to communicate powerful
message with at risk group

• Title Stand Up Speak Out Campaign 2004-2009
• Client NSPCC
• Target Audience Teenage girls
• Media Mix Print, online outdoor promotions
• Objectives
• Empower young women to say NO to abuse
• Raise awareness of NSPCC
• Results
• 1.24m worth of PR generated
• Over 2,000 entries and 45,000 votes for poster
  competition (highest ever)
• Poster advertised in 5500 UK secondary schools
• Uptake in NSPCC calls from helpline and increased
  website impacts
• For full case study, click here

I used to be bullied and it was one of these
posters that gave me the courage to speak out
(Sugar Reader)
15
Government Social - Men
Royal Marines increases recruitment levels by
driving awareness in mens magazines

• Title Are You Man Enough?
• Client Royal Marines
• Agency Carat, MediaCom
• Target Audience Young men
• Media Mix Zoo (print online), events
• Objectives
• Change perception of Royal Marines
• Increase recruitment
• Results
• Recruitment intake levels at 100 capacity for
  first time ever
• Zoo conversion rate from registration to Royal
  Marine training course almost 9 (commendable
  result as pro-active enquires directly to Marines
  were 12)
• 134,000 viewings of micro-site and 180,129 home
  page arrivals through online display
• For full case study, click here

Zoo provided us with the opportunity to widen
our message whilst still filtering our response
to potential Marine recruits, and deliver cost
efficient results (Carole Alexander, COI)
16
Health Beauty
Corsodyl the only GSK Oral Care launch in 2007
not to use TV

• Client Corsodyl (GSK)
• Agency MediaCom
• Target Audience All adults
• Media Mix Womens lifestyle health magazines
• Objective
• Raise awareness of the problem the cure using
  magazines as perfect medium to discuss personal
  health care
• Results
• Sales targets smashed
• Market share 8 ahead of target by end 2007
• Econometric analysis identified an ROI beyond TV
  in nearly all instances of GSK oral care
  portfolio
• Strength of campaign secured more advertising
  support for brand in 2008
• For full case study, click here

The magazine campaign provided cost effective
broad reach with millions of one-to-one
emotional connections with readers.
17
Health Beauty - Women
Avon finds magazines work best for young-skewing
brand

• Client Avons Mark brand
• Agency MediaVest
• Target Audience Women 18-34
• Objective
• Determine whether Avon should be marketing the
  brand in print or online
• Results
• MediaVest study revealed people pay more
  attention to magazine ads for health beauty
• 55 of respondents use magazines at least once a
  week for entertainment and celebrity news
  compared to 37 online
• 41 check magazines at least once a week for
  fashion and beauty news - compared to 20 online
• For full case study, click here

Source AdAge.com (April, 2009)
18
Health Beauty - Women
Avon receives a Marie Claire make-over to bolster
contemporary image credentials

• Client Avon
• Agency IPC Media
• Target Audience Young women
• Media Mix Print-based campaign with Marie Claire
  
• Objectives
• Creative standout reader engagement consumer
  recruitment and brand repositioning
• Results
• Independent research monitoring brand perceptions
  showed
• Attention 1 in 2 recognised de-branded creative
  33 identified feature as Avon
• Engagement 76 found advertorials informative
  useful
• Belief less likely to be seen as old or outdated
• For full case study, click here

19
Health Beauty - Women
Multi-platform campaign with Marie Claire engages
retailers and consumers

• Title Marie Claires Summer Secrets
• Client PG
• Target Audience Women 24
• Media Mix Print, online retail (in-store
  online)
• Objectives
• Create a campaign to unite 8 beauty products
  under common theme
• Target busy, beauty-involved women with a real
  relevant message
• Results
• 80 sales uplift for the issue
• 15 month-on-month uplift in unique users of
  online content 8 uplift in page impressions
• Competition generated almost 17,000 entries
• For full case study, click here

IPCs nationally representative Origin Panel
of 7,500 women generated bespoke insight for PG.
20
Health Beauty - Mens
Wilkinson Sword utilises magazines off online
to reclaim market position

• Title Britains Most Xtreme Shaver Campaign 2007
• Client Xtreme 3
• Agency Mediaedgecia (MEC)
• Target Audience Students young men 18
• Media Mix Print, online outdoor promotions
• Objectives
• Challenge perception of disposable razors
• Win back number 2 spot from BIC
• Results
• Sales uplift of 23 during campaign
• Brand reclaimed 2 position in disposable market
• 186,000 votes online
• Targeted sampling of 100,000 razors (19 of whom
  re-purchased)
• For full case study, click here

Winner, IPC Media Magazine Planning Awards 2008
21
Household
Daz sales up 150 through combined television and
TV magazines

• Title The Cleaner Close Campaign 2005/6
• Client Daz (PG)
• Agency Zenith, MediaCom
• Target Audience Mass market mums
• Media Mix TV print
• Objective
• Further Dazs association with soap operas and
  get closer to millions of soap fanatics with TV
  magazine titles
• Results
• Research comparing TV magazine exposure
  against TV only revealed consumers were
• More aware of campaign (86 v 72)
• More likely to purchase (15 v 6)
• 150 increase in positive purchase behaviour
  among magazine readers
• For full case study, click here

Readership accumulation demonstrated the
magazine campaign could match the TV campaign
deliver 550 ratings to 2 million housewives with
children - at 25 the cost of TV.
22
Household
Real People promotes brand awareness by
encouraging readers to dish the dirt

• Title Get the Dirt out with Daz Campaign 2008
• Client Daz Liquitabs (PG)
• Agency MediaCom
• Target Audience C2DE women 15-44
• Media Mix Real People (print)
• Objectives
• Build brand awareness
• Increase sales
• Results
• Increased reader engagement with 70 more
  competition entries than expected
• Increased reach with over 24,500 free copies of
  Real People magazine distributed
• For full case study, click here

23
Household
Pedigree builds interactive community through
womens weekly magazines

• Title Whats Your Dogs Thing Campaign 2006
• Client Pedigree (Masterfoods)
• Agency Zenith, MediaCom
• Target Audience C2DE housewives
• Media Mix Bella Take a Break (print online)
• Objectives
• Reposition brand as suitable for all dogs
• Expand its customer base by engaging dog owners
  emotionally at brand level
• Results
• Print campaign accounted for 9 of web traffic
• 65 of readers recalled promotion
• 3,000 postal responses received for database
  purposes
• Brand perception purchase intent tracking
  scores increased
• For full case study, click here

• TGI Lifestyle highlighted two titles to target
• Take a Break - young, fun/quirky audience
• Bella - older, lifestyle-led family-focused

24
Leisure Entertainment
DfT uses connectivity of magazines to raise
awareness of drug driving

• Title Think! Drug Driving Festival Campaign 2007
• Client DfT (COI)
• Agency Carat
• Target Audience Festival goers
• Media Mix NME (print, online, radio podcast)
• Objectives
• Reach interact with over 2m young adults over 5
  month festival period
• Deliver a difficult message in a credible way,
  without alienating target audience
• Results
• NME.com Festival Guide generated
• 1m page impressions by end of Glastonbury
• Total of over 6m page impressions
• 500,000 visitors to website
• For full case study, click here

25
Technology
FAB uses weekly planning weights to reawaken
brand drive sales

• Title Top Up Friday
• Client T-Mobile
• Agency Rise Communications
• Target Audience 16-24 PAYG customers
• Media Mix Print, online, outdoor, radio, TV
• Objective
• Retain existing customers recruit customers on
  competitor networks
• Results
• Consideration of T-Mobile as a PAYG supplied
  doubled to 25
• 417,000 names collected for future DM
• Online game played 310,000 times
• For full case study, click here

By teaming up with magazine brands that were
highly relevant to the target audience, T-Mobile
enjoyed the essential credibility necessary.
26
Technology
O2 uses mens magazines to get closer to football
fans at grassroots level

• Title The FHM O2 Cup
• Client O2
• Agency Emap
• Target Audience Football fans
• Media Mix FHM (print)
• Objectives
• Get closer to amateur football fans at grassroots
  level
• Opportunity to associate with a genre that no
  brand had previously
• Results
• O2 rose from 3rd to most popular network for FHM
  readers
• Campaign helped attract 305,000 new customers
  (double the average)
• O2 dominates one of biggest interest areas for
  men
• For full case study, click here

27
Technology
Mens magazines provide platform to engage young
men through user generated content

• Title Knock-Off Nigel
• Client The Industry Trust
• Agency Carat
• Target Audience Men 16-34
• Media Mix Zoo (print online)
• Objective
• Raise awareness of criminal nature of buying
  knock-off DVDs
• Results
• More than 850,000 impressions to microsite over 4
  weeks
• Approximately 50 people uploaded their knock-off
  Nigel mates
• For full case study, click here

I loved it, I got to shame up my tight
mates that never pay for a round (Zoo reader)
28
New Product Launch - Food Drink
Dolmio employs magazines to launch new derivative
in crowded market

• Title You Can Do It With Dolmio!
• Client Dolmio (Masterfoods)
• Target Audience Busy mums
• Media Mix IPC titles (print online)
• Objectives
• Launch new range of Dolmio products to millions
  of busy mums
• Develop a true partnership between brand
  magazine
• Results
• Post-campaign showed
• 75 of readers aware of magazine feature over
  two-thirds read the whole piece
• 90 of readers found recipes as useful
  entertaining 70 kept them for future use
• For full case study, click here

29
New Product Launch - Health Beauty
Olay Regenerist uses magazines for innovative
product launch

• Client Olay Regenerist (PG)
• Agency IPC Media
• Target Audience Women 35-55
• Media Mix Marie Claire (print online)
• Objective
• Drive awareness of product as deliverer of great
  results without the price tag
• Results
• Post-campaign research showed readers twice as
  likely to recall Regenerist activity (88 v 44)
  37 more likely to regard Olay as more modern
  (22 v 16)
• For full case study, click here

30
New Product Launch - Household
TNS research shows magazines outperform TV in ROI
for Comfort Concentrate launch

• Title Comfort Concentrate Campaign 2007
• Client Comfort (Unilever)
• Agency IPC
• Target Audience Housewives
• Media Mix TV, magazines online
• Objectives
• Identify impact of exposure to magazine campaign
  on brand sales
• Explore effect of using TV print in combination
• Results
• Magazine campaign added sales above TV only
• Sales rose 48 among magazine exposed consumers
  compared with 39 among non-readers
• Consumers exposed to heavy mag light TV
  outperformed light mag heavy TV sales up 79
  74 respectively
• Sales ROI of 1.32 on magazine investment
• Of incremental sales generated, 1.29 million
  (81) came from IPC title readers
• For full case study, click here

The spend for TV and magazines used in the
campaign was 2.5m 1.2m respectively.
31
New Product Launch - Leisure Entertainment
Ann Summers uses magazines to create real buzz
around new product launch

• Title Rampant Rabbit The Wave
• Client Ann Summers
• Agency Manning Gottlieb OMD
• Target Audience Women 18-45
• Media Mix Print-based campaign in womens titles
• (New Woman Company)
• Objective
• Launch new product in a subtle way, while
  creating buzz about brand
• Results
• Exceeded product's 100,000 sales target
• Best selling Rabbit also the most expensive one
  for first time ever
• Increased profits from product sales (over
  standard Rabbit) exceeded campaign budget
• For full case study, click here

Short-listed, PPA Marketings Magazine
Advertising Awards 2008