Case studies

James Hardie used a slow burn television strategy to reclaim leadership

A decade ago James Hardie’s brand was battered. But an innovative, long-term television campaign put the fibre back in its brand, cementing its position once again as market leader.

NIVEA increased sales by 126% by leveraging NZ’s Next Top Model

Putting television at the heart of a campaign and leveraging that involvement effectively, and creatively, right through to point-of-sale is a recipe for success, says Sydney-based Shameek Raj, Marketing Manager at Beiersdorf, makers of NIVEA. “Television is still one of those tried and tested forums for driving people to the next stage in the buying funnel. It can drive awareness and reach very, very quickly.”

Read more about how NIVEA leveraged their involvement with NZ’s Next Top Model franchise.

For Whittaker’s it’s about the emotional connection

“Television is still a very cost efficient means of getting to a mass audience. But what’s equally important, particularly for us, is you can get the emotional values of the brand through on television”, Philip Poole, Whittaker’s Marketing Manager.

Whitcoulls boosts sales by finding the perfect moment

A precise marrying of message and moment used television to target a predisposed audience and cross sell them into a relevant book. Extraordinary ROI resulted in DraftFCB Media winning gold in the Best Use of Television, Gold in the Best Response/Return On Investment and Best in Show at the 2010 Effies.

Read more about how Whitcoulls targeted the perfect moment.

Whiskas’ Love your cat

The WHISKAS Dry campaign of 2009 and 2010 is considered the most successful product makeover in MARS NZ History. The campaign took the brand from being a drain on business to a brand that is now a key contributor to sales growth and earned WHISKA’s best in show at the EFFIE’s in 2010.

Read how Whiskas used television advertising to anchor a campaign and improve overall media effectiveness.

Nestlé Australia “How Allens put the smile back into Jellies”

Generally we’re not that interested in case studies across the ditch but the results of this television only campaign are stunning. Allens has it’s strongest sales in three years, improved brand equity across all their brand measures and allowed Nestle to reclaim category leadership.

Read about how Nestlé used television to reclaim category leadership.

The Miracle Food – The Broccoli Television Case Study, Canada

“This case study definitely proves the ongoing power of television advertising. It also demonstrates the effectiveness of television as the foundation for multi-screen communication strategies”. Theresa Treutler, President and CEO, Television Bureau of Canada.

The Television Bureau of Canada (TVB) decided to carry out its own study to see if the effectiveness of TV was on the wane or on the up. It chose an unlikely hero in broccoli to prove a point, which was that TV builds brands, tells stories and guides and defines popular culture.

If TVB’s ad campaign could get consumers excited about this most humble of foodstuffs, it would be proof that all of the above was true.

Read about how television made broccoli famous.