ghd: Effectiveness

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ghd: EffectivenessHow newspapers ensured ghd was at the top of the shopping list

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ghd successfully strengthened their premium, market leading position in the run-up to Christmas through a relatively low cost multi-media campaign.

Newsbrands - specifically newspapers - were included in the schedule for the first time, and played a vital role in boosting ghd’s brand health among a modern female target:

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ghdHeadline results

Newspapers improved more brand measures than TV or magazines– Newspapers affected all ghd KPIs

Newspapers alone increased consideration of ghd– Boosted gift consideration by 6%– Enhanced ghd’s dominant position as “my first choice” for self-purchase

Newspapers, magazines and TV played different, but complementary roles– TV created “buzz” and improved brand image– Magazines improved brand image– But newspapers were main instigators of change

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ghdCreative work

Newspaper creative

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ghdCreative work

Magazine creative TV creative

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ObjectiveReinforce women’s perceptions that ghd is at the cutting edge of creativity and style - and ultimately put ghd stylers at the top of their shopping list

Communications strategyCreate desire by showcasing the innovative new Scarlet CollectionAds featured Katy Perry, brand ambassador

Target audienceStyle-conscious women aged 16-50

ghdTest detail

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ghdTest detail

Media Plan

Sept 11 Oct 11 Nov 11 Dec 11 £m

MediaTarget audience:Style conscious

women aged 16-50

Newspapers 0.29

TV 0.35

Magazines 0.19

Research DatesMillward Brown CrossMedia™

Ads in the main book of the newspapers accounted for 282 GRPs and the supplements for 151 GRPs

Source: NMR/BARB/NRS

433 GRPs

225 TVRs

190 GRPs

During/PostPre

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ghdTest detail

Research method: Millward Brown CrossMedia™

Sample1,400 women aged 16-50 who own and have used hair straighteners in the last 6 weeks OR who are likely to consider them as a gift

Detailed media consumption

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Brand response questions

Contribution of each medium to changes in

brand measures

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“ Newspapers added a strong dimension to the ghd advertising campaign, producing impressive results, especially for brand consideration. It was very helpful to see exactly which buttons were pressed by each medium, and how they all fitted together to create a strong campaign. ”

Stuart SpiegelCMO, ghd

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The FindingsBrand response

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ghdNewspapers ensured that all ghd brand KPIs were strengthened

ghd key measures uplift% contribution by media

*Buzz= heard a lot about recently

Newspapers

TV

Magazine

Source: Millward Brown CrossMedia™

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ghdNewspapers increase consideration, both as a gift & self-purchase

Uplift in consideration of ghd as gift for someone elseVery likely/likely

Basepre-campaign

+6%Contribution of

newspapers


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ghdNewspapers’ impact couldn't have been achieved by TV + magazines


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ghdNational newspapers punched above their weight


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Cost of 1% uplift in ghd brand measures(awareness, buzz, advocacy, consideration, image)£m

ghdNewspapers & TV were lowest cost media for driving ghd brand KPIs

Newspapers MagazineTV

£0.38 £0.38

£1.16


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ghdNewspapers deliver significant new audience, fast

Source: NRS

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ghdNewspapers complemented TV

Media profile delivery indexed against women 16-49

Newspapers

TV

Magazine

London AB

140

87

116

80

112

94

Source: BARB/NRS

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The FindingsAdvertising response

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Newspaper ad recognition% recognising

Any ghd newspaper ad Millward Brown print norm (326 ads)

38

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ghdghd newspaper ads were impactful and well recognised


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ghdghd newspaper ads were highly involving


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ghdNewspaper ads for ghd performed strongly

Response to ghd ads% agreeing


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ghdNewspaper ads were more informative

Advertising measures – Depth of information Gives me enough information to decide whether ghd is for meAgree %

TV Newspaper

43

63


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ghdNewspaper ads created a stronger call to action

Advertising measures – Call to actionGives me a reason to go out and buy ghdAgree %

TV

44

65

Newspaper


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ghdMultiple newspaper executions increased responses


ghd: Effectiveness

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