KAFFEINE / Lifestyle, Public Relations

KALLAWAY DELIVERS FIRST UK CHRISTMAS TV CAMPAIGN FOR MOUTH AND FOOT PAINTING ARTISTS

19 January 2023

Kallaway has delivered the first ever UK Christmas TV campaign for the Mouth and Foot Painting Artists (MFPA), encouraging people to purchase their products (especially Christmas cards) in time for the festive season.

The TV ad focused on the MFPA’s core audience of Women over 55 years old, and we ran the activity in the West Country ITV region only (covering Devon and Cornwall), as a test, because that area of the UK has a high enough number of our desired demographic to ensure the test was as robust as possible to deliver informative results.

The MFPA sends out their Christmas card packs across the UK, so the ad also served to remind people in the West Country who would have recently received such a pack to then go online and order them.

Running for three weeks in November, our media buying strategy involved buying against ABC1 Adults, to ensure strong upmarket programming, securing spots in the shows which best converted to Women 55+, our target audience. 

The campaign overdelivered by 29% against our target, achieving 1.4m Women 55+ impacts. This overdelivery was as a result of the market softening for a number of reasons, meaning we could afford more TVRs than initially planned, achieving greater value for our client.

These reasons being:

• Initially when planning the campaign, we expected advertising revenues to be very high based on the time of year and a winter World Cup
• However, the cost-of-living crisis, together with the Qatar setting of the World Cup put some advertisers off and resulted in money coming out of the market
• Advertising revenues were in fact down on 2021 year on year, meaning that the airtime we bought was cheaper than expected

In addition to these market conditions, our strong delivery was helped by our high proportions of peak airtime (particularly early peak), in top converting (from ABC1 Adults to Women 55+) programmes such as The Chase and Tipping Point (both of which our Media Director has actually appeared on as a contestant!).

Our positioning in break was also very strong with over 50% of our spots being first, second or last in each advertising break.

While overall business results of the campaign are still being calculated, the percentage uplift of responses from the West Country were up versus the rest of the UK, and looking at Google Analytics, it could be seen that the amount of website views from that area of the country (specifically Plymouth) were up 216% year on year.

In summary, our first TV campaign for the MFPA… 

• Achieved an overall fantastic performance vs the initial plan
• Overdelivered in reach, frequency and impacts
• Secured top quality programming in the peak dayparts

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