millward brown client success story 1
DESCRIPTION
Learn how Millward Brown used its Link copy testing solution to help Kellogg’s deliver greater advertising ROITRANSCRIPT
The Kellogg Company was looking to assess the long-term impact of its television advertising.
CHALLENGE
0 10 20 30 40 50 60 70 80 900
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10
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Creative Quality: Short-Term Sales Likelihood
Sales
Lift p
er 10
0 GRP
s(in
dex)
COPY QUALITY LINKS STRONGLY TO SHORT-TERM SALESRelationship between Sales Lift & Creative Quality
Sources: Millward Brown and Kellogg’s
"We do a pretty good job – and we think we have a pretty good handle on measuring the short-term response to TV advertising, but we also know that there's a longer-term impact that we're not currently capturing."
– Jeff Doud Director of Market Place Analytics
Kellogg's
INSIGHTS
CHAMPIONS OF CREATIVE
BETTER CREATIVITY GENERATES STRONGER SALESHOW MILLWARD BROWN USED ITS LINK™ COPY TESTING SOLUTION TO HELP KELLOGG'S DELIVER GREATER ADVERTISING ROI
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Millward Brown and Kellogg's used Link™ copy testing along with tracking and sales data to isolate the effects of creative on long-term sales.
We found that better creative, as defined with Link measures, grows brand predisposition faster – and this predisposition can predict long-term sales outcomes.
ACTION
30-60%
Original “Average”
Ad
New “Very Good”Ad
SALES AMPLIFICATIONS
The work helped Kellogg's to:
PROVE the value of brand-building focus in advertising;
ESTABLISH the value of consistent investment in equity-focused advertising;
ENSURE better action standards are set for achieving strong advertising.
For Kellogg's, taking an "average" ad in Link, and making it a "very good" ad increases sales between 30 and 60%.
IMPACT
Case Study Sources: "Short-Term and Long-Term Impact of Creative on Sales", Satya Menon, Millward Brown and Jeff Doud, Kellogg's, ARF Audience Measurement 2014; "Kellogg seeks long-term TV insight", Research-Live.com, July 1, 2014