TouchPoints Works 2
TouchPoints Works 2 is an overview of the best TouchPoints case histories from the past couple of years, following on from TouchPoints Works, which showcased work from the past ten years. TouchPoints Works 2 shows the invaluable ways in which our subscribers have used the unique data to gain actionable insights on behalf of their clients. Examples are contributed by thirteen agencies, four media owners and two media trade bodies.
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TouchPoints Works 2 Case Studies:
Carat for Gocompare.com
Using TouchPoints to drive saliency.
Havas for AXA
TouchPoints fuelling SME success.
Mindshare for The Sun
Identifying and differentiating The Sun's football audience.
MEC for Public Health England
Using TouchPoints to inform our strategic approach with behavioural insight.
UM for Fullers
Using TouchPoints to identify Londoners' key drinking moments.
Starcom for the AA
Using TouchPoints to understand when life admin takes place.
Using TouchPoints to look at relative rather than absolute mood.
PHD for Confused.com
Targeting by location and mood.
Identifying when consumers are pre-disposed to impulse shopping.
Bringing Digital Audio into the mainstream with the help of TouchPoints.
Using TouchPoints to target the DFS audience with cinema.
MC&C for WaterAid
Using TouchPoints to create new growth for WaterAid.
OMD UK for the RNLI
Using TouchPoints to inform the media planning of RNLI's Respect the Water campaign.
Using TouchPoints for building a location framework.
Royal Mail MarketReach
Understanding the relationship between life stage and mail.
"Bed to Bed" non-linear digital behaviours and the delivery of online content.
Unlocking the value of the passive dataset through Mediabrands' Mobile Behaviours Dashboard.
Putting total video time into perspective.
Sample of one - comparative study of how the media habits of people in the communications industry differ from the general population.
TouchPoints Works 1
TouchPoints Works provides a comprehensive overview of the best TouchPoints case histories from the past 10 years, showcasing the invaluable ways that subscribers have used the unique data to deliver actionable insights for both their clients and their own businesses. The guide provides a wealth of examples of where agencies (including Carat, Maxus, MEC and PHD) have gained insights from the unique TouchPoints data, where media owners (including C4, The Guardian, Radio Advertising Bureau, and Sky) have created commercial advantage from TouchPoints, and explains how TouchPoints contributes to wider industry debates.
Download the full document here
TouchPoints Works 1 Case Studies:
Carat for Baileys
Getting ourselves into the diary of the Baileys consumer.
Maxus for Twinings Infusions
Identifying and delivering on a core receptivity moment.
Carat for Lurpak
Using TouchPoints to help Lurpak mirror the nation's mood.
UM for H&M
How TouchPoints contributed to a new strategic approach for H&M.
MEC for Department of Health
Using TouchPoints to find the stroke savers.
How TouchPoints identified the big media spenders.
MC&C for Which?
Creating growth for Which? from mapping customer journeys to media schedules - integration insights from TouchPoints.
MGOMD for PS3
Using TouchPoints to maximise the shelf life of the PS3 research investment.
Using TouchPoints to add social media context to a CRM database.
PHD for YouTube
Uncovering 'Generation C' for YouTube.
OMD for Channel 4
Integrating TouchPoints into 4oD's communication planning.
Audiences not platforms.
Radio Advertising Bureau
How the RAB used IPA TouchPoints data to create a new behavioural planning tool - Snapshots - to demonstrate the power of radio.
Mediacom for Sky
Fusing TouchPoints to the Sky Consumer Survey to maximise targeting and understand purchase intention.
Redefining the valuable London worker audience on where they spend their time rather than by where they live.
Cigarette Replacement Product, ZenithOptimedia
How ZenithOptimedia used TouchPoints mood data to target existing smokers during positive times in their day.
How Carat used TouchPoints to bring to life the Gocompare audience segments.
Cleaning Product, ZenithOptimedia
How ZenithOptimedia used TouchPoints data to define and plan the media people consume whilst doing housework.
AXA SME Insurance, Havas
How Havas used TouchPoints to create a communications strategy for an SME audience.
FMCG Product, MEC
How MEC used TouchPoints to identify the best times, channels and contexts to communicate with the key audience of a snacking product.
Young Adults Audience Segmentation, MG OMD
How MG OMD used TouchPoints to bring to life their TGI data analysis.
How Initiative used TouchPoints to identify the key TV viewing moments of an over 45 audience segment.
Batiste Dry Shampoo, Maxus
How Maxus used TouchPoints to demonstrate the changing viewing habits of 18-34 women.
E&J Gallo Winery, UM London
How UM London used TouchPoints Passive Data to build a picture of a weekend day in the life of a Millennial with their device.
Travel Time Mood Variation, PHD
How PHD used TouchPoints mood data to look at how peoples moods change throughout the week.
Snack Product, PHD
How PHD used TouchPoints e.diary data to pinpoint the dominant eating and snacking times on an average weekday.
Grocery Product, PHD
How PHD used TouchPoints to look at when mums go shopping and the differences between weekday and weekend patterns.
How Carat used TouchPoints to optimise Lurpak's "good, proper food" campaign aimed at Creative Foodies during the lingering recession, this was achieved by connecting the specific mood data to their campaign message.
How the RAB used TouchPoints to create Snapshots - a new behavioural planning tool demonstrating the power of the radio medium.
Cross media planning, The Guardian
Cross media planning video, The Guardian
How the Guardian adapted the TouchPoints Channel Planner - through the use of bespoke fusions - to produce a measure of all Guardian properties within the Channel Planner.
Channel 4, OMD
How OMD used TouchPoints in a campaign to stimulate people to watch Channel 4 programmes that night.
How Mediacom used TouchPoints to optimise targeting for Sky.
How Mediacom/ITV used the TouchPoints Channel Planner to demonstrate and shape delivery of incremental paid media. Presentation given by Mindshare at the TouchPoints4 Media Owners Showcase.
Client example, MGOMD
How MGOMD used TouchPoints throughout the planning process. Presentation given by MGOMD at the TouchPoints4 Media Owners Showcase.
Gardening client, ARM
How ARM used TouchPoints data to evaluate different media mixes using the TP Channel Planner.
How OMD used TouchPoints in determining the most effective test strategy for the launch of a new global positioning for Carlsberg.
Windows Phone 7, UM London
How UM London used TouchPoints to help translate a US segmentation into a UK specific influencer audience using the TP WOM data.
Landscape Update, Arena Media
How Arena Media used TouchPoints to build its Landscape Tool which displays an audiences’ cross channel consumption.
Drug Drive, Carat
How Carat used TouchPoints to identify different moods and levels of alertness throughout the day to optimise the delvery of the anti drug driving message.
How Mediacom used TouchPoints to evaluate the relative benefits of two multi platform partnership proposals.
FMCG Client, ZenithOptimedia Group
How ZenithOptimedia used TouchPoints to show how the addition of VOD to a schedule increased reach.
How Carat used TouchPoints to identify a range of connection moments through detailed day of week analysis and then the most appropriate media to use at that time.
Retailer Category, MEC London
How MEC used TouchPoints to demonstrate the benefits of adding online to a print only campaign.
How Starcom used TouchPoints to better understand their target audiences’ relationship with radio.
Content development, Starcom
How Starcom used TouchPoints to identify potential areas of content development for one of their clients.
How Mediacom used TouchPoints to identify times when children are in the car with their parents.
How Mediacom used TouchPoints to identify what is media consumption when consumers are happy.
Cancer Research, Mediacom
How Mediacom used TouchPoints in a regional campaign to identify key timeslots for recruiting fundraisers.
How Mediacom used TouchPoints to replicate a segmentation so that they could better understand the lifestyle of Whiskas buyers.
Brand X, MPG
How MPG used TouchPoints to identify the best media mix to reach premium socialisers.
How Mindshare used TouchPoints to identify times when Ford could connect emotionally through media to amplify its message desired product feelings.
Brand Z, MEC
How MEC used TouchPoints to optimise campaign budgets to achieve maximum coverage & cut through.
How Associated Newspapers used TouchPoints to demonstrate the benefits of redirecting a percentage of existing channel budgets into Associated titles.
BBC Eastenders, Media Planning Group
How MPG used TouchPoints to identify and quantify the role of paid for channels to supplement BBC's own media inventoryin promoting their programming.
Citroen C5, OMD UK
How OMD used TouchPoints key location and mood data to effectively target emotional and functional messages to car fleet managers.
COI Department of Health Strokes, Mediaedge:cia
How Mediaedge;cia used TouchContext based identifying TA, who with, location to optimise communication opportunities.
COI Knife Possession, Manning Gottlieb OMD
How OMD used TouchPoints to identify the most effective times to reach family matriarchs when they would be most receptive to issues around knife crime.
FMCG, OMD UK
How OMD used TouchPoints to build layered media event to create an unmissable launch day capturing 'shared' media moments.
IKEA, News International
How News International used TouchPoints to demonstrate that Sunday is an effective day to reach IKEA family shoppers.
Royal Mail (B2B), OMD UK
How OMD used TouchPoints to identify the television viewing habits of decision makers in SMEs for the Royal Mail.
Waitrose, Manning Gottlieb OMD
How MGOMD used TouchPoints to identify key communication moments for the Waitrose Campaign.
News International including:
- The retail weekend (Mass market example - News Group Media)
How News International used TouchPoints data to demonstrate what people read before they go shopping at the weekend.
- The afternoon commute (Afternoon freepaper launch - thelondonpaper)
How News international used TouchPoints data ain the launch strategy of their afternoon paper – thelondonpaper.
- The business person’s media day (Catering for a discerning upmarket audience - Times Media)
How News International used TouchPoints data to define the context of the multi-platform sell by degfining brand relationships across platforms.
News International: No more mass media? by Martyn U'ren
How News International used TouchPoints in developing its cross platform delivery strategy for the Times .
Bravo TV, Flextech
How Flextech used TouchPoints data in the creation of a segmentation to classify male television viewers.
How Mindshare used TouchPoints to identify moments of advertising receptivity for Mums for an FMCG client which lead to a shift in media channel allocation.
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Last updated 10/08/2017