Daily Mail & Mail Online Birds Eye Case Study

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Daily Mail & Mail Online Birds Eye Case Study. June – July 2012. Campaign Overview. Drive Awareness of the Coated Fish Range and specifically the Birds Eye Harry Ramsden Range Extend consumer awareness to sampling and ultimately purchase over the Jubilee period and beyond
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Daily Mail & Mail Online Birds Eye Case StudyJune – July 2012Campaign Overview
  • Drive Awareness of the Coated Fish Range and specifically the Birds Eye Harry Ramsden Range
  • Extend consumer awareness to sampling and ultimately purchase over the Jubilee period and beyond
  • Amplify credibility of Birds Eye Coated Fish as just as good as take away fish suppers
  • Maximise association of Birds Eye with preparing fish on Fridays as a halo to any day of the week
  • Campaign ArchitectureMail Online Bellybands & Skinny BellybandsMail Online Homepage TakeoverDaily Mail front half takeover1st June – First Grocery brand to do a takeoverMail Online 4 page interactive online hubMail Online Editorial Placements and Half SkiesStandard FormatsDaily Mail centre 8 page pull-out2nd June – First commercial partnership everMail Online MobileMail Online Channel TakeoversOverall SummaryMail OnlineGuaranteed Unique Visitors: 35,000 Delivered Unique Visitors: 45,729+31%Total Page Views: 64,795Daily Mail CirculationFriday 1st June: 1,751,000 +12,000 week on weekSaturday 2nd June: 2,711,000+49,000 week on weekAge Dwell Time: 1 min 25 secsMOL average 1 min – 1 min 30 secsAdditional Interactions: 19,476Exit clicks to Facebook: 179Opt ins: 3,308 The average dwell time was strong for the campaign durationThe LaunchFollowing the soft launch of a singular coupon page to coincide with the newsletter, the main campaign went live over the Jubilee weekend across print, online and mobile. June 1st Activity – Birds Eye are the first Daily Mail and Mail Online joint takeoverThe LaunchBirds Eye had full SOV during the key weekend of the Jubilee across all Daily Mail Platforms. Birds Eye ads ran exclusively on the Mail Online Homepage, Mail Online mobile app and front half of the Daily Mail Paper in addition to a full 8 page centre pull out, channel takeovers and standard formats. 2nd June – continues high impact presence across Daily Mail and Mail OnlineOnline activity timelineSoft Launch of CouponHomepage Takeover & launch of main online activity35,000 UV’s reachedCoupon Offer EndsEven though we delivered the guaranteed uniques we still continued the campaign and delivered a further 10,729 unique usersThe CompetitionTotal Entries: 7,269MOL average: 5-10k16% of visitors entered the competitionOpt-ins: 3,308MOL average: 10-15% entries46% of competition entrants opted in!The CouponTotal Downloads: 2,3295% of visitors downloaded the couponRedemptions: 27412% redeemed the couponOnline Traffic Drivers by FormatMOL average 6 – 15k ClicksMOL average 0.3% CTRMOL average 0.3% CTRMobileMOL average 0.3% CTRTo land on the jump page. Fill in your email address and a link for the coupon is automatically sent.Click on the banner adOnline Delivery vs. KPI’sCampaign summary
  • Overall the print had high impact cut through and reached over 4.4million across the key Jubilee period.
  • The Daily Mail Takeover on the 1st June helped raise awareness of the Coated Fish range, whilst also aligning BE’s brand history with a national celebration of true ‘Britishness’.
  • The 8 Page Pull out enforced the message that the Coated Range was just as good quality and even more convenient than take away F + C’s.
  • The BE online Hub gave the campaign crucial longevity and offered another platform for brand engagement, reaching over 45,000 unique users.
  • Working in conjunction the print and online elements engaged readers with the BE brand, whilst also influencing consumers in store to purchase the range via couponing
  • Campaign Insights and Learning’s
  • Birds Eye are the first grocery brand to partner in front half takeover of the Daily Mail.
  • Birds Eye are the first client to partner on developing a bespoke centre page pull-out within the Daily Mail (a Media First!)
  • In order to develop and deliver the 8 page centre pull-out and Mail Online engagement hub, we had to work together to a shorter schedule than normally advised. On a revised schedule we were still able to create highly engaging and impactful content.
  • Delivered and exceeded guaranteed uniques to the engagement hub by over 30%.
  • Competition response was higher than originally estimated and testament to the engaging content. Opt ins far exceeded any campaign of this nature.
  • The content hub gave the users opportunity to interact with Facebook. Whilst the numbers were maybe less than Birds Eye had hoped for, the number of users interacting with Birds Eye was highly successful.
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