Whilst Facebook and Google closely guard their effectiveness (or could it be lack of?) behind a closed wall of data, newsbrands can often feel like the unheard kid in the classroom, forever thrusting their hand up, desperate to answer a question the teacher will overlook them for. "Look at me, look at me, I can be effective too!"
Newsworks excellent recent study was a big step in the right direction towards clawing back the effectiveness high ground. Newsbrands play an integral part in a well thought through and carefully crafted media mix, something I've written about recently that can often be bypassed in the awards race to do something new or 'on trend'.
Newsworks found that adding newspapers to your campaign boosts ROI by 3 times on average, whist there were similar eye-opening numbers for the leap in effectiveness recorded when newsbrands are added to TV or online campaigns.
Here at Trinity Mirror Solutions we're getting on the front foot when it comes to proving our effectiveness too. We recently launched our own in-house campaign measurement tool called ARQIVE (Audience Reach, Quality, Impact and Value evaluation) to provide a step-change in how we validate the powerful audience effects of our Invention branded content.
We're also looking to do our bit for proving the long-term brand benefits and short-term business gains of newsbrand campaigns.
Together with the Telegraph we demonstrated this beyond a shadow of a doubt with our campaign for Aldi and their sponsorship of Team GB.
Key to our campaign would be driving the connection between Aldi and fresh British food and weaving that into a narrative about Aldi’s proud support for Team GB and the Team GB ambassadors they had signed up.
Our winning partnership pitch saw us deliver a native print and digital content campaign which looked into the dedication, training and diet behind Aldi sponsored Team GB stars, with a goal of inspiring a future generation of champions.
The challenge for us was that whilst Aldi is already a popular supermarket for our audiences, it’s not often the main shop, more of a top-up for the bits and bobs they know they can get cheaper at Aldi. Through the focus on fresh produce we would show that Aldi has more of the things our audiences buy than they may realize, enabling Aldi to steal basket spend from other supermarkets, all the while landing the perception that Aldi champions Team GB and great, fresh, British produce.
Aldi’s brief aligned perfectly with Trinity Mirror and the Telegraph’s editorial news agenda. For our target audience mums, their kids are the most important thing in their life and they want them to achieve great things. Mum knows that her kids should be healthier and more active, but she needs help to do these things as she’s often stretched for time and ideas. We would show how Aldi is helping Mum do her best for her kids through a focus on Aldi’s quality, fresh, British food.
This led us to a strategic platform of Grow Your Champion - focusing on what it takes to be a champion.
Importantly, for the Trinity Mirror strand of the campaign, we would be locally relevant, playing to the strengths of our portfolio. This would activate families to take part by growing their future champions through the healthy food they eat and raising awareness of local activities that get them involved.
We developed our concept further, building out from the strategic platform of ‘growth’, to develop a content plan that would provide: Oxygen (getting people excited about the Olympics through high impact takeovers), Fuel (placing Aldi fresh quality produce at the centre of meal ideas), Environment (focusing on fitness, getting our audience active in their local communities and case studies of local clubs), Support (saying thanks to the true heroes; the families that have nurtured Olympic talent) – all of the requirements for growth.
By the end of the campaign we had delivered some outstanding results including:
- Combined total reach of 16.6 million UK adults. (Source: TGI Clickstream)
With pre & post campaign research revealing:
- Trinity Mirror / Telegraph readers were twice as likely to associate Aldi with Team GB versus non-readers of both titles.
- Trinity Mirror / Telegraph readers were 41% more likely to describe Aldi as “a good fit to sponsor Team GB” compared to non-readers.
- While Aldi brand perception measures around “leading the way in getting families & communities involved in sport”, stocking the “freshest fruit and vegetables” and stocking “more products sourced locally in the UK” all saw considerable increases among Trinity Mirror / Telegraph readers (in some cases up to 4 times larger than the corresponding increases seen among non-readers during the campaign).
While Kantar World Panel data also revealed:
- A total uplift of £66.6m in Aldi sales among Telegraph or Mirror titles readers/users during the campaign vs. the same period last year. This equated to 17% increase YoY vs. 10% increase among all Aldi consumers.
- Aldi's share of Trinity Mirror titles and Telegraph users' total supermarket spend increased by 9% YoY during the campaign.
- Spend per visit by Trinity Mirror titles or Telegraph users increased by 3% during the campaign vs. 1% increase among all Aldi consumers.
This campaign proved conclusively that the Trinity Mirror and Telegraph partnership helped shift brand perception and, importantly, purchasing behaviour for our client Aldi.
You can keep your walled garden. That's transparency and effectiveness at their best.
Dean Matthewson, Head of Planning, Invention, Trinity Mirror Solutions