Learn how Millward Brown used its Link copy testing solution to help Kellogg’s deliver greater advertising ROI

1. The Kellogg Company was looking to assess the
long-term impact of its television advertising.
CHALLENGE
0 10 20 30 40 50 60 70 80 90
0
2
4
6
8
10
12
14
16
Creative Quality: Short-Term Sales Likelihood
SalesLiftper100GRPs
(index)
COPYQUALITYLINKSSTRONGLYTOSHORT-TERMSALES
Relationship between Sales Lift & Creative Quality
Sources: Millward Brown and Kellogg’s
"We do a pretty good job – and we think we have
a pretty good handle on measuring the
short-term response to TV advertising, but we
also know that there's a longer-term impact that
we're not currently capturing."
– Jeff Doud
Director of Market Place Analytics
Kellogg's
INSIGHTS
CHAMPIONS OF CREATIVE
BETTER CREATIVITY
GENERATES STRONGER
SALES
HOW MILLWARD BROWN USED ITS LINK™ COPY TESTING SOLUTION TO HELP
KELLOGG'S DELIVER GREATER ADVERTISING ROI

2. GLOBAL: daren.poole@millwardbrown.com AMAP: hermina.ghumman@millwardbrown.com
EUROPE: kim.malcolm@millwardbrown.com
NORTH AMERICA: dolly.denyse@millwardbrown.com
LATAM: felipe.ramirez@millwardbrown.com
See more at Millward Brown.
IS YOUR CREATIVITY PAYING?
To learn how better creative generates stronger sales, contact us.
Millward Brown and Kellogg's used Link™ copy
testing along with tracking and sales data to isolate
the effects of creative on long-term sales.
We found that better creative, as defined with Link
measures, grows brand predisposition faster – and
this predisposition can predict long-term sales
outcomes.
ACTION
30-60%
Original
“Average”
Ad
New “Very Good”Ad
SALES AMPLIFICATIONS
The work helped Kellogg's to:
PROVE the value of brand-building focus in
advertising;
ESTABLISH the value of consistent investment
in equity-focused advertising;
ENSURE better action standards are set for
achieving strong advertising.
For Kellogg's, taking an "average" ad in Link, and
making it a "very good" ad increases sales between
30 and 60%.
IMPACT
Case Study Sources: "Short-Term and Long-Term Impact of Creative on Sales", Satya Menon, Millward Brown and Jeff Doud, Kellogg's, ARF Audience Measurement
2014; "Kellogg seeks long-term TV insight", Research-Live.com, July 1, 2014