Learnings from TV+iVideo campaign for food FMCG brand. Case study based on post-campaign Adhoc survey.

1. 1
The power
of integrated video
for food FMCG
Case study by MediaVest

2. 2
TA: P 18-50
Geo: Ukraine
Goal: sales promotion
Period: 2 months
Client’s brief

3. 3
0
10
20
30
40
50
60
70
80
90
100
18 19 20 21 22 23 24 25 26 27 28 29 30 31 32 33 34 35 36 37 38 39 40 41 42 43 44 45 46 47 48 49 50
Reach%
Age
Inet TV
Hypothesis: TV only is not enough for reaching P30-
30
37%
30%
19%
43%
% people using Internet in parallel while watching TV
Source: TNS Galileo, P 18-50, media consumption once a week or more often; multiscreen data - consumerbarometer.com

4. 4
Use TV as main reach builder
Add iVideo during 1st month of campaign to
enhance communication with age group 18-35
Solution

5. 5
Results

6. 6
Media efficiency
Contact with P 18-35 online was
17% cheaper than on TV
162 – affinity index of online
campaign by audience P18-35
5,9
10,6
8,8
TV Online
CPT on TA, uah
P 20-50
P 18-35
-17%
Source: Markdata, gDE

7. 7
Brand Awareness: TV plays first fiddle
TV is main awareness builder
TV rank could be partially
increased due to cumulative
effect: client was on air during
whole year, and only debuted
online
57%
84%
78%
Saw only iVideo
Saw only ТВ
Saw TV + iVideo
Source: AdHoc survey, N=300

8. 8
Purchase Intent: driven mostly by iVideo
21%
17%
20%
Brand bought most
often
29%
8%
28%
Intention to by brand
23%
7%
25%
Chance of purchase:
definitely will buy this
brand
iVideo is better then TV at stimulating customer acquisition
Source: AdHoc survey, N=300

9. 9
Trust and loyalty: achieved by multichannel contact
50%
56%
73%
I liked ad from brand
14%
34%
44%
I trust the message from brand
iVideo+TV is best way to strengthen brand loyalty and trust
Source: AdHoc survey, N=300

10. 10
Awareness Purchase Loyalty
Just to recap

11. 11
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Alex Garmash
Digital Strategic Director @ MediaVest
OGarmash@smvgroup.com.ua
+38 050 555 95 31
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