Smol's Story
In 2018, Paula Quazi and Nick Green, founders of Smol, saw a gap in the market for a new laundry detergent product, that had fewer chemicals, created less waste and was more convenient for customers. Paring these observations with their expert knowledge of the market and brands, Smol was born.
As a New to TV advertiser, ITV could offer Smol
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CHANNEL: Mass reach of core Housepersons audience
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REGIONALITY: Flexibility and testing through regional airtime
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SUPPORT & EXPERTISE: Expert test-and-learn support on campaign planning, execution and attribution
The Opportunity
On a limited budget, ITV and Smol’s challenge was to find out whether TV advertising could help increase Smol’s sales and what the best way to do this would be. Many of the questions that all Marketeers ask were relevant: would a short term direct response campaign work better than a longer term brand campaign (with advertising to match) – or would a mix of the two approaches (‘brand-response’) work even better?
Three regional tests to replicate typical campaigns
Increasing brand awareness
- Midlands (ITV Central)
- 5 weeks
- All time (peak / evening)
- Higher reach
- Lower frequency
- 424 TVRs / 56% of total value
Driving immediate action
- North-West (ITV Granada)
- 5 weeks
- Daytime TV only
- Lower reach
- Higher frequency
- 355 TVRs / 14% of total value
Best of both worlds
- North-East (ITV Yorks + T.Tees)
- 5 weeks
- All time (peak / evening)
- Higher reach
- Lower frequency
- 405 TVRs / 30% of total value
Smol campaign results - website traffic
107%
The Midlands (ITV Central) saw a 107% increase
111% The North-west (ITV Granada) saw a 111% increase
141%
The North-East (ITV Yorks + Tyne Tees) saw a 141% increase
120%
Overall 120% increase in traffic directly attributable to ITV campaign
Smol campaign results - conversion %
The Midlands (ITV Central)
1.6 PPTs IMPROVEMENT
The North-West (ITV Granada)
3.6 PPTs IMPROVEMENT
The North-East (ITV Yorks + Tyne Tees)
2.6 PPTs IMPROVEMENT
Smol campaign results - customer subscriptions
133%
The Midlands (ITV Central) saw a 133% increase
237% The North-west (ITV Granada) saw a 237% increase
236%
The North-East (ITV Yorks + Tyne Tees) saw a 236% increase
5,500
5,500 new customers directly attributable to ITV campaign
Smol campaign results - halo effects
SOCIAL MEDIA
Traffic boosted 30-60%
Acquistion boosted 30-80%
DOOR DROPS
Additional 4,000+ new
customers to date
Smol case study - key takeaways
SHORT AND LONG TERM
TV works in short AND long term: look for immediate effects & leading indicators of longer term impact
MULTIPLE METRICS
Use multiple metrics and techniques to monitor effectiveness holistically
EVERY BRAND IS DIFFERENT
Every brand is different: look for the unique ways that TV could impact your brand and your market
PREPARE TO EXPERIMENT
Be prepared to learn and optimise: not all brands get profitable pay back first time
Start your journey today
If you’re a digital brand that has not advertised on TV before and would like to work directly with ITV to achieve brand fame and drive growth in a cost-effective way, then talk to us today! We can provide matched funding of at least 50%, as well as support with planning, creative production and campaign evaluation. Email our dedicated team on adventuresignite@itv.com.
