Champions of Creative

From Idea to Final Execution: Optimizing Creative

How Millward Brown Helped a Snack Food Leader Increase Its Advertising ROI

CHALLENGE

A leading snack food company sought positioning that went beyond the popularity of its annual Super Bowl ads – one that would sustain the brand year-round.

Our client partnered with Firefly Millward Brown, our global qualitative practice, to understand what their positioning meant to the male millennial target, and to explore if it was appropriate for the brand.

INSIGHTS

Millward Brown's flexible IDeA solution uncovered rich insights that helped shape the brand positioning and identify key components for creative development:

  • The positioning was relatable to the target audience, with many having the desire to define a unique personality.
  • To them, the Super Bowl positioning meant: acting spontaneously, without fear of consequences.
  • The power of humor of an outrageous situation and unexpected twists.

Millward Brown Link™ copy testing of the animatic ads led to recommendations on how to best leverage the positioning:

  • Ensure the brand is the catalyst for making great things happen.
  • Keep storylines simple and linear.
  • Use humor.
  • Focus on romancing the product.

ACTION

Moving to finished film, the client's agency made edits based on Millward Brown's recommendations, clarifying the storyline and altering a potentially offensive behavior.

IMPACT

Changing the creative process to include early stage development strengthened the impact of creative. The client's North American brands now use the Millward Brown IDeA process with plans to expand globally.

"It's our first effort to get to a more predictive place on our ad and produce highly effective advertising that's delivering much better than our previous efforts."

– Consumer Strategy & Insights Director
Snack Food Company

Case Study Source: "Building Better Ads and Scoring Big with the Millennial Male", Presented at ARF, REthink 2014

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