Hello, everybody. My name is Matsunaga, and I am the General Manager of the Marketing Division at Morinaga & Co.
Our corporate message is "Delicious, Fun and Healthy"
and This year is the 123rd anniversary of the company's founding.
When people think of Morinaga & Co., they often think of sweets.
However, "In Jelly," which we launched in 1994
and is now in its 28th year, is one of our main brands.
As the number of media channels increases and advertising becomes more complicated,
I think "visualizing contribution to sales" is an important factor.
So today, I'm going to talk about an example of the in Jelly brand
that has demonstrated sales growth in retail stores from using YouTube.
The In Jelly brand can be easily used when people doing sports, instead of breakfast, when people are not feeling well.
It is enjoyed in a variety of occasions at any time, and is loved by people of a wide range of ages.
In terms of sales channels, while online sales are also expanding,
retail physical stores account for the largest proportion of sales.
We have strategically utilized mass media, focused on television, because broad customer awareness
is needed to encourage consumers to pick up the product in store and purchase it.
However, nowadays, we are actively placing ads on digital media in line with behavioral changes such as the
shift away from television, especially for young people.
Within this, we have increased our advertising placements on YouTube,
a media channel that has been verified to have high brand lift based on results from research companies.
Up to now, we have used YouTube to complement TV reach and improve brand lift, but the ultimate goal is still to contribute to sales.
To achieve this, our challenge was how to visualize the contribution that YouTube ads placements were actually making to sales.
That's why we decided to work with Google to carry out purchase lift verification.
Questionnaire-based surveys are also an option, but we still thought it was important to verify the actual purchase amount.
So, we used "True Data."
This verification visualizes the "net growth effect" of sales based on the statistical purchase history of True Data,
which holds the largest database of POS data in Japan,
and the "Delivery by Area Test" that leverages YouTube delivery data.
First, Google's data analytics team divided
the country's prefectures into test groups and control groups. They then analyzed the pre-campaign POS data and
sorted it so that the daily sales activity was the same for every day.
They removed noise that was not related to the measures to be verified.
The control group was only exposed to TV commercials. The test group was
exposed to the same ads on YouTube in addition to the TV commercials.
We used statistical methods to analyze
if there was a difference in sales between the groups.
The implementation period was January of this year.
In fact, there were more opportunities for students taking exams to use in Jelly from year end to Feb.
For this reason, we targeted teenagers taking exams as the primary target for this ad,
and parents in their 30s to 50s with children taking exams as the secondary target.
The verification KPIs were "Sales Amount" and "Number of Units Sold" in the test and control groups.
In this test, the distribution between TV and YouTube was 10:1.
The results were very interesting.
First, let’s look at Sales Amount.
Looking at the total for teenagers and parents combined, who were the target of this campaign,
compared to the TV commercial-only control group, the test group that was exposed to both TV
and YouTube ads saw an increase of some 13% in sales.
Next, let’s look at "Number of Units Sold" this saw an increase of 15%.
In other words, these numbers are sales that would not have been generated
if we had not run the YouTube ads.
To be honest, I was surprised how much we were able to achieve just by adding YouTube ads.
Based on this data, we performed a more in-depth analysis.
From the POS data that was captured by True Data,
we used some of the drugstore data for this verification.
For this reason, we estimated growth taking into account the channel composition ratio of sales.
ROAS was about 650%!
Overall, the verification showed that we had actually increased sales by nearly 100 million yen.
What do you think everyone? I felt a lot of potential in this number.
By combining TV and YouTube,
we still have great potential to increase sales. I strongly felt so.
In this verification, we were able to achieve a sales increase of 10% in the group
with overlapped TV and YouTube reach.
On the other hand, the actual distribution report found that the group with overlapped TV and YouTube
reach only accounted for 4.7% of the total.
How will sales be affected if we increase the rate of showing ads
on both TV and YouTube in the future?
We want to find the
best media plan while verifying the balance of costs and sales.
Thank you very much for listening.