Crème 21
Goal of campaign: Strategy:
After an already successful relaunch, Crème 21 wished to further draw attention to its product range and its new shower gel assortment. The TV-mono campaign was intended to reach people with a high perpensity to purchase and an eye for quality.
   
Methodology:
  • sales modelling approach (multiple, non-linear regression) in order to explain the link between adspend, marketing measures and sales (of the two product segments cremes and shower gels)
  • all variables that could have an effect of sales were considered. Among them:
    • TV-GRP
    • distribution of the products cremes and shower gels was statistically weighed
    • average price according to week
    • seasonal influences
  • included as an independet variable/target were: total and basic sales per week (in €), according to cremes and shower gels
  • time frame of analysis: week 1/2004 until week 26/2006
  • campaign period (mono-TV campaign): week 52/2005 until week 06/2007 (7 weeks)
  • research institute: ZDF Werbefernsehen (Sales Marketing Research), MPG Solutions, AC Nielsen Handelspanel
 Campaign aim: Increase sales
Target group: All Adults
Budget: Unspecified
Sector: FMCG
Advertising format:Classic spot
Country: Germany
   
Results:
Through the mono-TV campaign sales of Crème 21 increased by 39 percent. A modeling study as well as the measurement of Return on Investment (ROI) reveal that for every euro spent the mono-TV campaign was able to achieve almost twice the return. Regardless of rival products and price sensitivity in this segment, the campaign incited sales that lasted even beyond the duration of the campaign. In addition to an already effective relaunch, TV advertising could achieve additional sales. The mono-TV campaign (ZDF) for Crème 21 products brought an increase in sales of 40 percent - solely linked to the effects of the campaign - with a weekly commitment of 50 GRP.