CATALYST - Haircare category analysis brand campaign planning
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CATALYST – Haircare category analysis (based on Elseve brand campaign planning)

haircare-analysis-elseve

For Moldovan advertising market one of the main topics, during planning of the clients advertising activity, remains the choice of media channels and optimal volume of placement on these channels.

As an example: often we meet the question – “Do we need internet projects and what results will they give us?”. In order to answer this question and provide the best recommendations, we use an exclusive tool, not only for Moldovan market but for entire region – Catalyst.

katalyst-logo-brand-analysis

Catalyst, is a software that helps in solving a large number of strategic media and marketing objectives:

  1. Help in setting the brand’s marketing objectives
  2. Selection of the most efficient media channels in order to achieve the set objectives
  3. Determining the required level of investment in each media channel and the comparison of different scenarios of the budget distribution between media channels in order to select the most appropriate media split

Catalyst provides its recommendations based on 2 sources of data: first of all – Touchpoint’s research on the basis on interviews with potential customers. These interviews are held by ZenithOptimedia for  last 10 years and allow to determine the number of contact points between the brand and its target audience, as well, the impact of these points on the actions of potential customers (increase awareness, stimulate purchases, recommendation of friends, etc.). Secondly, it is the industrial market data for the analyzed categories in Moldova – Advertising noise level based on AGB Moldova data; Awareness, consumption and preference based on TNS and X Plane data; The potential Reach of media channels based on AGB, TNS, X Plane, Gemius data; Price conditions of media channels.

In order to evaluate the advantages of this tool, we did an analysis in the category of hair care products and the new product, Elseve from L’Oreal.

As menioned above, at the beginning, to Catalyst was been loaded all the data about the category and Elseve in particular (data from AGB, TNS, X-Plane, Gemius). Based on these data, the program identifies and recommends few stages on which we should concentrate during planned period.

There are 7 stages, which in ZenithOptimedia are called Pathways:

haircare-analysis-elseve1

These stages represent a chain of steps that the consumer pursue in its relationship with the brand (from brand awareness to the desire to recommend the brand to a friend).

After, selecting the stages, on which brand need to concentrate its communication, Catalyst, based on Touchpoints research and data, recommends best media channels in order to achieve the required result.

In our example, for Elseve activity, Catalyst has chosen – Awareness and Active Consideration (i.e. what qualities distinguish our brand from other Elseve competitors)

The media channels recommendations for set stages, are displayed in the form of a plot, which simplifies the process of analyzing and selecting the best media channels:

haircare-analysis-elseve2

 

On X axis, we have the channels which have the highest level of influence on Awareness, on Y axis – on Active Consideration. The bubbles size means potential reach.

In this example, the best channels, which works on the both goals for this brand’s category are – TV (linear placement and sponsorship projects), internet search, instore (activity in the point of sales), magazines, internet ads and SMM (social media marketing).

An example of program efficiency and insight – outdoor advertising works on reach and awareness building very well, but thus is unhelpful in highlighting some certain competitive advantages of the brand, so we won’t recommend it.

Next step, after we have the media channels selected – estimation of the most optimal budget’s distribution among them.

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If you have a fixed budget, there always arise questions – what is the most effective way to distribute it among channels? Maybe it will be better to focus on a little number of channels or, to select more wide channels split? How to choose the budget share for online, and what incremental growth it will give?

Catalist gives the answers on all of these questions and shows the best distribution for maximum influence. More, we can move the budget’s share and understand, how its increase/decrease/remove would influence the final result.

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Returning to Elseve analysis we decided to simulate 2 scenarios – what reach we would achieve with the all channels split and with the split without internet usage.

The whole split of media channels gives 91% of potential media reach (pic.1) and split of channels without internet – 83,7%.

So, by investing 15% of total budget into online activities, we will achieve a 7,3% higher reach in the frame of the same total budget.

Thanks to Catalist we can check all the possible scenarios of brands activity and select the most effective variant that corresponds with the Client’s objectives.

If you are interested in having an analysis for your brand, please contact us.