John Ayling & Associates

The Original Independent Media Specialist. Built on integrity, professionalism and transparency, we have a 40-year track record of delivering creative and rigorous media planning and buying across all channels.

London, United Kingdom
Founded: 1978
Staff: 50
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Skills

media planning and buying
media strategy
Clients
RSPCA
Cats Protection
garmin
Sekonda
Baylis & Harding
Barnardo's
Plan International
Sanderson
RNIB
Loake

and 1 more

Sector Experience

Media
Media Buying
Less

Good job bringing Good Boy on to TV

Challenge

Good Boy are one of the oldest dog treat brands in the UK, their first product ‘Choc Drops’ came to market in 1963. Despite being a household name for nearly 60 years and having wide distribution of their dog treat products, Good Boy had never run an advertising campaign.

Good Boy’s unprompted awareness stood at a humble 10.8%. The dog treat category had grown extremely competitive with high spends continuously coming out of Pedigree. Pedigree along with Bakers & Wagg recorded comfortably higher unprompted awareness scores than Good Boy.

It was Good Boy’s dream to be on national TV, increasing their brand awareness with new and existing customers and ultimately gaining incremental penetration.

Strategy


Q4 was recognised as a hugely important period for the brand. It was noted that customer spend greatly increases during this period which subsequently generates growth in their core, treats product range. With the available media budget and with a vision of being seen nationally from October to December, a challenge was presented to us [JF1] Q4 and the run up to Christmas is a notoriously expensive time to advertise on TV and the market we found ourselves in was extremely volatile and rife with inflation. Moreover, Pedigree spend a lot of money on their Jumbone and Dentastix products and advertising pressure from competitors could have the potential to stall Good Boy’s awareness growth.

Yet we found a way to navigate Good Boy around the revenue and impact tolerant, floating TV price. By running in daytime clock hours and negotiating fixed Cost Per Thousands Good Boy could maximise ratings and buy the strongest weight of TV possible, all in a bid to raise Good Boy’s unprompted brand awareness.

Also planned in was an ITV Granada test. We wanted to show what effect buying a higher weight in a defined region could have on soft, intermediate & hard brand metrics. Granada was pinpointed as an area of relative strength for the brand.

Execution

To realise Good Boy’s dream of being on national TV whilst maximising advertising weight they ran on multi-channel stations across ITV Digital, C4 Digital, Sky Media, Axiom & Media 15, from October through to the end of December.

The excellent 30 second TV commercial, produced by Dog, Cat & Mouse, featured a range of dogs missing and catching Good Boy dog treats in extreme slow-mo to the tune of Johnny Temple’s ‘Yum Yum Yum’.

The linear TV was supported by online video in the form of 15” videos Facebook and Instagram & 6” bumpers on YouTube.

YouTube had an important role to play on our media plan. As linear TV, and especially daytime TV, skews to older demographics, YouTube would add valuable incremental coverage against a younger audience.

Results

Strong negotiation meant that Good Boy’s Cost Per Thousand was up to 75% cheaper than the average Adult CPT across October-December allowing for the strongest possible weight of TV during the period.

· The high impact creative coupled with strong TV delivery saw Good Boy’s unprompted brand awareness increased by an incredibly impressive 52%; from 10.8% to 16.4%.

· Its penetration increased 6% vs 2020 and Good Boy gained new shoppers for the first time in 3 years, with a significant increase in Q4.

· Sales nationally and in Granada significantly up year-on-year with national RSV up 25% in Q4

Good Boy had an excellent year and after their first advertising campaign became the number one dog treat brand in the last 52 weeks (week ending 31st January), growing 3.6 times faster than the nearest competitor.

Tags

Media planning
Media Buying & Planning
TV
TV advertising

Clients

Good Boy