Roadshow Promo, Case study STAR REVIEWERS by OMD Sydney

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Industry Publishing, streaming & media
Media Promo & PR, Case study
Market Australia
Agency OMD Sydney
Released March 2009

Credits & Description

Category: Publications & Media
Product/Service: ABC FOR KIDS
Date of First Appearance: Mar 8 2009 12:00AM
Entrant Company: OMD, Melbourne, AUSTRALIA
Strategist: David Dalgarno (OMD)
Business Manager: Corina Cosma (OMD)
Planner/Trader: Cynthia Leong (OMD)
Media placement: Magazines - New Idea - Call for Entries only - 23/09/2008
Media placement: Magazines - New Idea - 09/03/2009
Media placement: Online - Yahoo!7 - 01/05/2009

Results and Effectiveness
Our media strategy drove two key innovations with the preschool DVD category: •Leveraging the power of real consumer reviews. •In a category of one-off magazine ads, we had created a long-lasting platform to talk to parents. The change in strategy resulted in 207,203 more DVD sales than the previous year. •That is a $5.4 million increase in revenue for our client, 12 months on MAT sales are now valued at $26.7 million. •We held #1 position in the category with a 25.3% value growth for the brand, + 4 points up of last year’s 21% growth.

Creative Execution
The media idea drove the creative development of all campaign elements and was a startling innovation, creating a media first for the category & completely changing the way we connected with our audience. Five parent & kid reviewer teams were selected, with their reviews used as creative content. •Each team’s reviews were housed on a dedicated microsite on Yahoo!7/Parenting, where parents could see consumer real reviews across the wide variety of releases. •Selected reviews also ran within parenting magazines & weekly women’s magazines (New Idea, Practical Parenting & That’s Life), adjacent parenting content throughout the year. By leveraging the power of real consumer reviews, we created a long-lasting platform to talk to mums, in a category of one-off magazine ads.

Insights, Strategy & the Idea
How do you maintain # 1 brand position when you have 79 different DVD releases across 35 different franchise properties in 1 year? We needed to lead the category in sales growth but also marketing innovation, while working with the same budget year on year in an increasing competitive market. Using property & client sponsored research we uncovered a key insight leading to our media solution. With media ‘snacking’ the consumption norm of our mums, an integrated campaign that provides constant delivery of our message would overcome this potential barrier and stand out in a category of short campaign bursts. We also learnt the undisputable power of mum to mum recommendation. ABC for Kids DVD Star Reviewers We recruited real mum & kid teams to become the ABC for Kids DVD Star Reviewers for the upcoming year’s new releases which enabled us to leverage real consumer opinions.