1. Clover Media Differentiation Drives Purchase Challenge Solution
Clover had changed their recipe, making them the only spread to be made completely free of artificial ingredients.
The key communication objective was to deliver this simple straightforward message, which in turn would help drive sales by stealing market share from key competitors.
But with a lower media budget than their main competitor, Flora, we needed to stand out.
Solution
Our research showed that TV, and to a lesser extent Press, were the dominant media channels for this sector. This made OOH an under-utilised medium to exploit – so we set about creating a three-phase campaign strategy: Launch, Sustained Awareness & Sales Drive.
The launch phase focused on delivering mass reach and brand fame – for which we used roadside billboards nationally. In order to sustain awareness, we used national 6 sheets for their cost-efficient mass reach and ability to support key retailers.
Results
Clover achieved 97% category SOV in OOH during the campaign period – three times greater than if they had used TV.
This increased SOV delivered greater cut-through – with Clover’s ad awareness moving from 5th to 3rd amongst their competitor set.
All brand health measures increased over the campaign period: Favourability +28%, Consideration +10% and Recommendation +15%.
Most importantly, Claimed Purchased increased +12% by turning light Clover buyers into heavier Clover buyers.