Campaign summary

Objective: Support Who Gives A Crap in their sales target by raising awareness & driving sales to their website and offline at the start of their supermarket sales journey.

Geo Targeting: Sectors were provided by WGAC based on those with the highest concentration of their key demo.

Framework for measurement: Connecting the dots from outputs to outcomes (modelled on GCS Framework).

Measurement Framework

• Outputs (What?): The amount of people who saw the campaign, impressions, devices, type of content watched, top programmes, completed views.

• Outtake (Audience thoughts): What the campaign did for the brand, creative performance, emotional response, recognition.

• Outcomes (Audience actions): What audiences did as a result, visits, sales, enquiries, in-store uplift.

Audience Delivery (Outputs)

• The VOD campaign delivered 3,604,984 impressions and a unique reach of 719,704.

• Completion rate: 98%

• CTR: 0.23%

• Mr Bates vs The Post Office was the top performing programme for the WGAC audience, along with other soaps, dramas and entertainment shows.

Audience Thoughts (System1 Creative Effectiveness)

Approach: Testing for brand takeout, contribution to short term impact and predicted long term effects.

• Star rating: Achieved a good result, above the category average: likely to produce longer term market share gains if deployed effectively.

• Spike rating: Strong, due to positive emotional response and high happiness scores: high short-term sales potential.

• Fluency rating: Lowest, as expected for a fairly new brand and advert; viewers didn’t strongly attribute the brand to the ad. Can be improved with:

  • More consistent use of brand assets.

  • Earlier, more prominent display of the logo/product.

Face Trace Performance: Viewers were happiest at the moment “Uncrap the World” messaging was communicated, which positively connected with the audience.

Audience Actions (Outcomes)

Outcome 1: Addressable Lift (Adalyser IP Matching - D2C)

• Campaign drove a 1.036% uplift in website visits (above 0.8% benchmark).

• 36,929 incremental responses

• 1,995 incremental sales

• £81k value attributed to VOD

• Highest uplifts:

  • Mobile impressions: +2.13%

  • Tuesdays: +1.15%

  • Late Peak: +1.45%

Outcome 2: Proximity Shopper (Circana Sales Uplift - In-store)

• 45 test stores vs 45 matched control stores (95%+ significance).

• Campaign inputs: 6 weeks (1 Jan 2024 - 11 Feb 2024).

• Campaign successfully drove +6.9% in-store sales uplift.

• £4.5k incremental sales (limited by single-supermarket distribution).

• Smaller packs (4 & 6 rolls) performed best suggested trial by new buyers.

• Brand outperformed the category, with likely steal from Cushelle.

• Positive engagement continued into the weeks after broadcast.

Summary of results

• The VOD campaign delivered 3.6m impressions, 719k unique reach, 98% completion rate and 0.23% CTR.

• System1: Strong star & spike ratings, scope to improve fluency.

• Online: +1.036% website visits, 36,929 incremental responses, 1,995 incremental sales, £81k attributed value.

• In-store: +6.9% uplift, £4.5k incremental sales.

• Campaign impact above benchmark, with potential for stronger gains as distribution expands.

Key Takeaways

• Creative effectiveness: Performed well on star & spike; improve fluency through consistency and brand cues.

• In-store sales: Strong uplift in trial and category share, outperforming competitors.

• Online sales: Uplift above benchmarks, positive ROI potential.

• Emerging brand effects: easier to drive sales, harder to drive immediate ROI - long-term brand consistency will unlock growth.