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Consumer Packaged Goods / studies
From building brands to launching new products, making connections between online behavior and offline sales is critical to CPG.
For the first time ever the majority of purchasers does online research before purchasing. The online purchase share shows limited growth for most products, however online research grows strongly and consistently across all countries and products.
- Online purchase mainly grows in travel and media, however online research grows strongly and consistently across all countries and products.
- Online research grows equally strong amongst online and offline purchasers and is consistent amongst countries and products as well.
- Products of higher value show both more online research and more online purchase than lower value products.
This study provides a deep dive into ROPO (research online purchase offline) behaviour in UK FMCG sector. It focuses on FMCG searchers and those who have visited a Grocery retail online site. The study combines single source data for online behaviors and offline purchases in those categories.
- In 2011, 64% of UK internet users spent significant time researching brands before making a major purchase (vs. 50% in 2008)
- Main shoppers who search and visit spend +13% more in-store than those who do neither
- Main shoppers who search for FMCG information online are younger, more affluent and have larger households.
This study will help you understand more about the ROI of pre-roll ads in the media mix.
- Although TV reach is higher, the YouTube pre-roll adds 10% incremental reach
- The pre-roll campaign, particularly when combined with TV campaign viewing, has the strongest brand impact
- The YouTube pre-roll campaign has a greater impact per contact than does the TV and is effective at lower frequencies
- The targeted pre-roll is more efficient than the TV campaign in driving sales
One of the aims of Cadbury’s London 2012 programme is to engage with a younger audience of customers aged 18 to 25 years old. With the goals of interacting with this tech-savvy demographic, standing out from other sponsors and extending its reputation for creativity and innovation, Cadbury embraced Google+ in the following ways:
- With every advert or new creative, early in the process Cadbury thinks, ‘How are we going to bring this alive in social media? Is there a way for our fans to become a part of it?’
- Cadbury has been careful to give their followers a reason to come to their Google+ page by sharing exclusive content they can’t find anywhere else. For example, special edition Google+ chocolate bars were made to feature on the page.
- Hangouts let Cadbury connect fans to interesting personalities, from Olympic athletes to chocolate experts. "Hangouts are a really great way to quite literally see people eye to eye."
- Use of social extensions in AdWords, which links Cadbury’s Google+ page to its AdWords campaigns drove a 17% uplift in click-through rate (CTR) across all their AdWords campaigns.
- Installment of the Google+ badge on its homepage drove a consistent 10,000 new Google+ followers per day. Also, since the addition of the badge and code on www.cadbury.co.uk, Cadbury experienced an increase of 7.5% of traffic from Google URLs.
Google commissioned GfK to help understand women aged 25-50 who buy CPG products for their household. Key findings included:
- 88% of British women use the internet and search online.
- 60% of UK women have searched online within the CPG category.
- Women who search in the category spend, on average, 20% more in store.