Case Study
CASE STUDY
Nestle Cereal Partners
Branded advertising units and product placement drove online sales and increased awareness for Nestle Cereal Partners...
Case Studies / Nestle Cereal Partners
Nestle Cereal Partners wanted to investigate the benefits of working directly with Morrisons.com to assist with driving awareness and sales of cereals. To optimise their approach in converting a wider audience, we used a combination of both Branded advertising units and Product placement. Key search terms
were recommended and defined along with a set of taxonomy pages
to help us ensure the shopper saw the brand at the right time and place during their online shopping journey.
1. The Brand advertising units were delivered across 1 million impressions; generating a CTR of 0.93%, (ie: 9,930 incremental clicks). The top three taxonomy pages affected by this campaign were:
- Favourites | +3.59% increase
- Fruit Veg | +0.71% increase
- Milk | +0.68% increase
The brand advertising units also had a broader impact on what customers searched for on Morrisons.com. The term ‘Milk’ increased by +2.1%, ‘Cereal’ rose by +1.63%, and ‘Bread’ went up by +1.03%.
2. The Product placement ad units delivered 851,000 impressions; generating a CTR of 0.42%, (ie: 3,633 incremental clicks). The same taxonomy pages were affected:
- Favourites | +2.53% increase
- Fruit Veg | +0.64 increase- Cereal | +0.58% increase
Other breakfast item search terms saw an increase, such as ‘Orange Juice’ which rose by +1.88%, ‘Bread’ by +1.29%, and ‘Juice’ by +0.91%.
The data proved that the advertising was highly effective at driving incremental ‘add to baskets’, and the client has subsequently upweighted their on-going presence on Morrisons.com.
1. The Brand advertising units were delivered across 1 million impressions; generating a CTR of 0.93%, (ie: 9,930 incremental clicks). The top three taxonomy pages affected by this campaign were:
- Favourites | +3.59% increase
- Fruit Veg | +0.71% increase
- Milk | +0.68% increase
The brand advertising units also had a broader impact on what customers searched for on Morrisons.com. The term ‘Milk’ increased by +2.1%, ‘Cereal’ rose by +1.63%, and ‘Bread’ went up by +1.03%.
2. The Product placement ad units delivered 851,000 impressions; generating a CTR of 0.42%, (ie: 3,633 incremental clicks). The same taxonomy pages were affected:
- Favourites | +2.53% increase
- Fruit Veg | +0.64 increase- Cereal | +0.58% increase
Other breakfast item search terms saw an increase, such as ‘Orange Juice’ which rose by +1.88%, ‘Bread’ by +1.29%, and ‘Juice’ by +0.91%.
The data proved that the advertising was highly effective at driving incremental ‘add to baskets’, and the client has subsequently upweighted their on-going presence on Morrisons.com.
"Over the years we’ve worked with RMI, their data driven approach to Campaign Planning coupled with effective in-store execution has enabled us to invest our budgets with confidence." John M
Business Development Manager | Kettle Foods
Business Development Manager | Kettle Foods
"The post-campaign reports we receive from RMI provide clear & insightful feedback, which gives us confidence that we are investing in what is right for both shoppers and our business." Laura G
National Account Manager | Burton's Biscuits
National Account Manager | Burton's Biscuits
"Communication with the team @ RMI is what makes them standout from their competitors; Also, the post-campaign reports that we receive from RMI are powerful & insightful, way beyond anything we’d normally be able to obtain directly from the Retailers that we work with." Michael I
Senior National Account Manager | Lindt
Senior National Account Manager | Lindt
"I've commissioned my first branded activity with Iceland/RMI following a strong and insightful pitch from RMI. I'm particularly keen to utilise the post-campaign detail they can provide to allow me to best understand the role and value that the activation and RMI can bring to my customer brand plans. Furthermore, I like the direct nature of the arrangements being separate to traditional trading discussions / contacts." Stefan S
Business Account Manager | KP Snacks
Business Account Manager | KP Snacks
"RMI provide us with branded media solutions that help achieve our shopper objectives of cutting-through the mass of instore messages, with impactful and inspirational creatives that engage our shoppers at the right point in their purchasing journey, with the added benefit of costs being negotiated separately to the standard commercial relationship." Phillip C
Shopper Marketing Manager | Mondelez International
Shopper Marketing Manager | Mondelez International
"RMI’s approach to providing solutions to our objectives is something we value very highly; we love the ability to negotiate separately from our day to day retailer relationships. Their close working relationship with customers provides a valuable insight which allows us to identify opportunities to drive sales effectively." Callum S
National Account Manager - Off Trade | Diageo
National Account Manager - Off Trade | Diageo
Powerful media inventory to amplify your existing JBPs...
Create a campaign brief and we'll respond within 24 hours with a recommendation & commercial proposal...