The Newspaper Marketing Agency (NMA) aims to make advertisers, agencies and media planners more aware of the power of National newspapers, across both print and online.

Sophus3 was tasked by the NMA to provide information and insights into a Corsodyl mouthwash and tooth paste campaign which would be used to quantify the effectiveness of National newspapers as advertising mediums.

The objectives of the campaign were to increase awareness and understanding of gum disease, then highlight the importance of gum care; drive awareness and trial of the Corsodyl mouthwash range and the launch of Corsodyl Daily Gum & Tooth Paste.

Sophus3 delivered an insightful case study by linking and analyzing online and offline marketing data. The topline highlights included:

Campaign boosts web traffic
The National Newspapers campaign prompted sales and boost web traffic. Sophus3 measured web traffic to gumsmart.co.uk, Corsodyl’s website, during the 2010 activity. Using various ways to link the data the sophus3 team determined that the overall TV, newspaper and online display campaign boosted unique visitors by 275% versus the pre-campaign period.

Print + online newspapers drive more web traffic than TV Campaign boosts web traffic
During the campaign, there was a TV solus period and a national newspapers (print + online) solus period. Interestingly, in this case the print and online newspapers drove more people to the website than TV - 31% more unique visitors and 27% more page views.

The results were presented to the Corsodyl marketing team. Their conclusions were summarized by the following statement:
“Tracking data demonstrates the long-term benefits of adding newspapers to Corsodyl’s multimedia plans. The addition of newspapers has enhanced the performance of TV by creating mass awareness of the issue of gum disease, helping to drive re-appraisal of the issue and the
product solutions. It has also been successful in driving awareness of the launch of the Corsodyl Daily Defence Gum and Tooth Paste and at a total level has really contributed to driving sales across the whole brand” (Candice Vernon, Senior Brand Manager, Corsodyl)