Who are Boogie Wipes?
If you’re a parent in the US, chances are you’ve heard of Boogie Wipes – they’re great for soothing runny noses. Despite being a popular product by default (especially during allergy season), their manufacturers, Nehemiah (who also own other CPG brands such as Dreft and Kandoo), recently saw the Boogie-range gain huge momentum, but what caused the surge? The short answer is Eric Wellinghoff’s marketing team, with a little help from ZappiStore.
What did they want to achieve?
Nehemiah wanted to make clear the differentiations between their ‘Boogie Wipes’ product and ordinary tissues by way of storytelling. As the company was experiencing steady growth, Nehemiah expanded their marketing budget and pursued their largest ever paid ad campaign. To ensure their investment was well spent, they worked alongside the creative team at Molio to produce some quirky video advertisements. And, to connect with their target audience at scale, they turned to Youtube’s TrueView platform, through which users only pay when someone watches their ad for at least 30 seconds.
If you’ve ever hit the ‘skip’ button on Youtube, you’ll know that convincing viewers to pay attention to an advert is no easy feat.
How did Zappi help?
To maximise the impact of their budget, Nehemiah wanted to optimise their creative ad in order to gain the heftiest ROI. Rather than making decisions based on gut feelings, Nehemiah reached out to ZappiStore, who helped them to adopt an iterative learning approach to copy research by testing variations early and regularly throughout the development of their creative.
To determine which of two creative avenues was best to opt for, Nehemiah used Link Now for Digital from Millward Brown. This research methodology shows survey respondents creative elements in context, whether embedded as an advert on their own personal Facebook account, or within a YouTube player. One creative had a very strong focus on narrative, while the other featured a far pacier story element and substantial attention paid to branding and product. Off the back of the resulting data, Nehemiah learned the Nanny Nose Best creative that featured less story and more product not only took the top spot amongst their target audience (negating theoretical recommendations), but also generated an appeal as strong as its lengthier counterpart, with most key metrics scoring higher than their established norms.
Their results revealed which ideas resonated most with their intended target group (parents, primarily) with many concluding that the campaign was both ‘cute’ and ‘informative’. The Nanny Nose Best creative turned out to be a huge success in action, too, with over 17,000,000 views across several iterations of the core concept. There was a strong correlation between these views and increased sales, which is particularly impressive considering that at the time of the ad’s distribution, cold flu in children was at a five-year low!
Since then, Nehemiah has demonstrated its ad effectiveness to retailers, and improved investor confidence, which has led to an increased spend on media. Nehemiah’s success story isn’t one we could keep to ourselves. At IIeX Atlanta, Ryan Barry and Eric Wellinghoff presented an in-depth look at each stage of the process:
But don’t take our word for it, ask Nehemiah – they nose best!
Eric‘s advice on building brands is this: copy and video testing is not just a prerogative for Fortune 500 companies. Now, even the smallest businesses can afford to conduct quality research in iterations before taking their ideas to market. Data should drive media planning – not gut feelings!
LinkNow for Digital from Millward Brown is digital ad research tool for testing video or static creatives, with results delivered in a matter of hours. You can learn more about the tool and other automated research solutions from Millward Brown on ZappiStore.com
This post was originally published on 20th May 2016 and has since been updated.