Daily Mail Mail Online Birds Eye Case Study

Daily Mail & Mail Online Birds Eye Case Study June – July 2012 1

Campaign Overview • Drive Awareness of the Coated Fish Range and specifically the Birds Eye Harry Ramsden Range • Extend consumer awareness to sampling and ultimately purchase over the Jubilee period and beyond • Amplify credibility of Birds Eye Coated Fish as just as good as take away fish suppers • Maximise association of Birds Eye with preparing fish on Fridays as a halo to any day of the week 2

Campaign Architecture Mail Online Homepage Takeover Mail Online Bellybands & Skinny Bellybands Daily Mail front half takeover 1 st June – First Grocery brand to do a takeover Mail Online 4 page interactive online hub Mail Online Editorial Placements and Half Skies Standard Formats Daily Mail centre 8 page pull-out 2 nd June – First commercial partnership ever Mail Online Mobile Mail Online Channel Takeovers

Overall Summary Daily Mail Circulation Mail Online Friday 1 st June: 1, 751, 000 +12, 000 week on week Guaranteed Unique Visitors: 35, 000 Delivered Unique Visitors: 45, 729 +31% Saturday 2 nd June: 2, 711, 000 +49, 000 week on week Total Page Views: 64, 795 Avg Dwell Time 02: 01 01: 44 01: 27 01: 10 00: 52 00: 35 00: 18 00: 01 Age Dwell Time: 1 min 25 secs MOL average 1 min – 1 min 30 sec Additional Interactions: 19, 476 01 2 /2 7/ 27 01 2 /2 7/ 20 01 2 /2 7/ 13 2 20 1 6/ 7/ 01 2 /2 6/ 29 01 2 /2 6/ 22 01 2 /2 6/ 15 2 20 1 8/ 6/ 6/ 1/ 20 1 2 Exit clicks to Facebook: 179 The average dwell time was strong for the campaign duration Opt ins: 3, 308

The Launch Following the soft launch of a singular coupon page to coincide with the newsletter, the main campaign went live over the Jubilee weekend across print, online and mobile. June 1 st Activity – Birds Eye are the first Daily Mail and Mail Online joint takeover

The Launch Birds Eye had full SOV during the key weekend of the Jubilee across all Daily Mail Platforms. Birds Eye ads ran exclusively on the Mail Online Homepage, Mail Online mobile app and front half of the Daily Mail Paper in addition to a full 8 page centre pull out, channel takeovers and standard formats. 2 nd June – continues high impact presence across Daily Mail and Mail Online

Online activity timeline Soft Launch of Coupon Homepage Takeover & launch of main online activity 30, 000 12, 000 25, 000 10, 000 35, 000 UV’s reached 20, 000 8, 000 Impressions 15, 000 6, 000 Coupon Offer Ends 7/31/2012 7/29/2012 7/27/2012 7/25/2012 7/23/2012 7/21/2012 7/19/2012 7/17/2012 7/15/2012 7/13/2012 7/11/2012 7/9/2012 7/7/2012 7/5/2012 7/3/2012 7/1/2012 6/29/2012 6/27/2012 6/25/2012 6/23/2012 6/21/2012 6/19/2012 6/17/2012 6/15/2012 6/13/2012 6/11/2012 6/9/2012 6/7/2012 6/5/2012 - 6/3/2012 2, 000 6/1/2012 5, 000 5/30/2012 4, 000 5/28/2012 10, 000 Unique Visitors - Even though we delivered the guaranteed uniques we still continued the campaign and delivered a further 10, 729 unique users 7

The Competition Total Entries: 7, 269 MOL average: 5 -10 k 16% of visitors entered the competition Opt-ins: 3, 308 MOL average: 10 -15% entries 46% of competition entrants opted in! 8

The Coupon Total Downloads: 2, 329 5% of visitors downloaded the coupon Redemptions: 274 12% redeemed the coupon 9

Online Traffic Drivers by Format MOL average 6 – 15 k Clicks MOL average 0. 3% CTR 10

Mobile Ad Format iphone app takeover Click on the banner ad Impressions Clicks 2, 135, 126 CTR 6, 405 0. 30% MOL average 0. 3% CTR To land on the jump page. Fill in your email address and a link for the coupon is automatically sent. 11

Online Delivery vs. KPI’s KPI Expected Delivered 35, 000 45, 729 10, 000 180, 000 HPTO CTR 0. 25% 0. 30% Belly Band CTR 0. 30% 0. 34% Competition entries 7, 000 7, 269 UU’s to BE Hub Impressions for engagement model 12

Campaign summary • Overall the print had high impact cut through and reached over 4. 4 million across the key Jubilee period. • The Daily Mail Takeover on the 1 st June helped raise awareness of the Coated Fish range, whilst also aligning BE’s brand history with a national celebration of true ‘Britishness’. • The 8 Page Pull out enforced the message that the Coated Range was just as good quality and even more convenient than take away F + C’s. • The BE online Hub gave the campaign crucial longevity and offered another platform for brand engagement, reaching over 45, 000 unique users. • Working in conjunction the print and online elements engaged readers with the BE brand, whilst also influencing consumers in store to purchase the range via couponing 13

Campaign Insights and Learning’s • Birds Eye are the first grocery brand to partner in front half takeover of the Daily Mail. • Birds Eye are the first client to partner on developing a bespoke centre page pull-out within the Daily Mail (a Media First!) • In order to develop and deliver the 8 page centre pull-out and Mail Online engagement hub, we had to work together to a shorter schedule than normally advised. On a revised schedule we were still able to create highly engaging and impactful content. • Delivered and exceeded guaranteed uniques to the engagement hub by over 30%. • Competition response was higher than originally estimated and testament to the engaging content. Opt ins far exceeded any campaign of this nature. • The content hub gave the users opportunity to interact with Facebook. Whilst the numbers were maybe less than Birds Eye had hoped for, the number of users interacting with Birds Eye was highly successful. 14