Foxtel Campaign Effectiveness Study: Mccain

The Challenge: 

McCain is an important partner of Foxtel and Kayo’s coverage of the 2022 season of AFL and NRL. Integrations featuring McCain were included during progames (AFL only), warm-ups (AFL & NRL), special moments (AFL & NRL) and squeezebacks (AFL only).

In addition to the integrations, Foxtel has aired a 15 and 30 second TVC for McCain as part of the “Nothing Special” campaign. The main aims of the partnership are to raise awareness and consideration of McCain at a brand level, as well as awareness of the integration specifically. The TVC campaign is also designed to promote three key messages about McCain: that it helps bring people together, makes mealtime enjoyable, and understands family life.

The Solution:

A 7-minute online survey
All respondents were recruited from a research-only panel
Pre vs. post methodology to determine campaign performance and impact on brand KPIs

Fieldwork timed pre and post campaign.

The Execution

2 TVCs were tested to understand:

Recognition
Brand attribution
Enjoyment
Attention
Message take out
Relevance
Understanding
Differentiation
Impact

The Results

Uplift among pre v post:

• 72% TVC Recall
• 1 in 2 perceive the brand as different 30" TVC
• +7% Pts brand consideration

Source: McCain Campaign Evaluation, Nature Study, Sept 2022

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