|Client||JOHNSON & JOHNSON|
|Product||NEUTROGENA DEEP CLEAN|
|Entrant||OMD CHINA Shanghai, CHINA|
|Type of Entry||Use of Media |
|Category||Best Use of Screens|
|Product/Service||NEUTROGENA DEEP CLEAN |
|Entrant Company:||OMD CHINA Shanghai, CHINA|
|Media Agency:||OMD CHINA Shanghai, CHINA|
||Executive Director, Knowledge and Channel Planning
||Associate Business Director
Results and Effectiveness:
The optimized multi-screen campaign achieved higher GRP’s, higher reach and effective targeting of light TV viewers against the demographic and psychographic profile on 50% of the briefed media budget. The campaign was cost-efficient, delivering savings of 1.8m RMB (USD265K on exchange rate 6.5) to deliver the same reach as a TV only campaign. Effectiveness was seen through 3 key measures: total ad recall increased from 39% to 58% vs. TV; unaided brand awareness increased by +23%; light viewer recall increased by 129%. The ultimate result: Net Sales increased +23% for Neutrogena in Beijing and Shanghai vs. the prior 3-month period.
These light TV viewers contributed 30% of the core target, which were highly educated, higher income earners and heavy consumers of skincare. The screen shift created an opportunity.
Based on consumer insights our channel planning recommended a multi-screen campaign of TV, to capture light viewers, and Office LCD and online video, to capture the core target where they were viewing. Tactical planning and multi-screen optimisation and measurement indicated the media budget could be cut and the media allocation by screen would be optimized at 50% TV, 30% Office LCD Screens and 20% Online Video. Incremental reach numbers for each media were fused from two independent monitoring company databases (CNRS; CSM).
The recommendation was to protect a core category. Media activation included 15-second TVC on TV, Office LCD screens and Online Video portals across tier one markets Beijing and Shanghai, the primary markets for the core target.
Insights, Strategy and the Idea:
Skincare is the most cluttered category in China. Neutrogena, with share-of-spend of 2%, has a business challenge to stand out against competitors. Reported spends in the category are USD 905Billion (2010) and dominated by Procter & Gamble and L’Oreal brands. In addition, market challenges include high media cost inflation, particularly TV cost increases year-on-year, as well as reduced TV inventory through regulatory changes. It is becoming difficult to buy a consistent level of GRPs.
Consumer trends are changing in this category. Neutrogena Deep Clean, which previously contributed 30% of portfolio volumes, is becoming less important as consumer focus on skincare cleansing shifts to anti-ageing and hydration products.
Consumer research revealed changing media habits for the core target. Weekly mean hours spent viewing TV had decreased 35% and viewing had shifted to internet or mobile screens.
Previous media plans for Neutrogena placed 100% of media on TV.