Getting global recognition for our evaluation system – and why it’s something to roar about
9-Jun-2015
Christine Jewell

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It’s always nice to win awards, and we were particularly thrilled to scoop an international gong – and a Gold at that – in Stockholm last week for our measurement and evaluation system ROAR!®

The event was the very prestigious AMEC 2015 International Communications Effectiveness Awards, and we picked up ‘Best use of a measurement framework – social or traditional PR’ for our ‘Sweeet’ campaign with McVitie’s last year.

ROAR! – Real Outcomes, Analysis and Results – is the bespoke online system we developed last year in conjunction with Metrica (part of Gorkana Group).  It’s used to set robust campaign goals that go beyond mere volumes and coverage clippings, providing intelligent qualitative and quantitative data that demonstrates the value of the agency’s work towards client business objectives.

The award followed McVitie’s announcement of a £12m master brand campaign (below) to unite the brand’s biscuit portfolio, by both modernising and driving fame AND driving sales. Alongside its supporting PR campaign, we used ROAR! to develop campaign KPIs, working closely with the head of insight at McVitie’s parent company United Biscuits, to ensure that PR value and impact contributed to the company’s business scorecard.

Waking a Sleeping Giant

The team also worked alongside McVitie’s ad and media buying agencies, to deliver an integrated campaign that could bring the McVitie’s story to life for both consumers and trade audiences – with a methodology for measurement that fully demonstrated the contribution of PR to achieving these goals through targeted, outcome-focused KPIs.

Subsequent KPI results included brand awareness increasing by 6% to 95% over a four-month period, a net promoter score shift of 23 points in 12 months, and a 76% positive v 4% negative average social sentiment.  And in terms of the business objective of driving sales, there was a 10.9% sales uplift for McVitie’s Digestives, Chocolate Digestives and Jaffa Cakes in the 12-weeks after campaign launch, plus a 26% rise in McVitie’s value share of the total 2014 biscuit market – its highest ever and more than three times the size of its nearest competitor.

Everything 3 Monkeys does is rooted in insight – but creative ideas and strategic insight also need to be rooted in data, and we’re thrilled that ROAR! has achieved such prestigious, international recognition so soon after it was launched.

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