Challenge
Twinings, a market leader in the tea category in Australia, was looking to revitalise its brand and build more engagement with Australian consumers by exploring innovative ways to connect and enhance saliency, relevance, and meaningful connection. To help bolster the category and its relevance, they decided to explore a new advertising platform which would effectively highlight Twinings’ exceptional qualities in blending superior tasting teas while reigniting consumers' love for tea.
Approach
As existing users of
LINK+ , Twinings were excited to leverage the new early-stage ad optimisation capabilities to explore four potential advertising script ideas. The advantage of using this approach was its simplicity and focus on ensuring that the proposed advertising idea would be ownable by the brand, well-liked by consumers and drive meaning and relevance for tea. The open-ended questions provided by the survey would also provide a deeper understanding of consumer motivations and emotional response to each of the scripts.
Insight
The study showed that while all four scripts had potential against the key measures that mattered most for Twinings, two of the scripts had an edge. The Kantar team identified that these creative routes would be more likeable and ownable by the brand, and would have an advantage in relevance and clarity of messaging. The LINK+ data also highlighted elements that elicited more positive emotions, especially among younger consumers, and could build greater affinity for Twinings.
Impact
The depth of the early-stage creative insight from LINK+ enabled Twinings to move confidently forward into the next stage of ad development, ensuring that the best elements of the ideas were nurtured and effectively used. The combination of rich, open-ended qualitative responses with robust quantitative measures was particularly beneficial to tease apart the pros and cons of each idea. This invaluable guidance for optimisation empowered Twinings to make decisions based on clear understanding of where and how to focus resources and attention in the next stages of planning, leading to more effective use of the creative development budget.
