Consumer Campaign Impact Assessment
Ayam Dingin Segar
Penilaian Dampak Kampanye Konsumen
Ayam Dingin Segar
Contents
▪
Objective▪
How did we measure?▪
What did we measure?●
Demographics●
AIDA model●
Behaviour insights●
Campaign insightsIsi
▪
Tujuan▪
Bagaimana mengukurunya?▪
Apa yang diukur?●
Demografi●
Model AIDA (Awareness Interest Desire Action)●
Wawasan tentang perilaku●
Wawasan terkait kampanyeObjective
▪
Measure the impact of consumer campaign▪
Targets: 4,32 4,58 3,74 5,62 5,49 4,49 1,00 2,00 3,00 4,00 5,00 6,00 7,00Awareness Interest Desire
Goals for cooled chicken
Tujuan
▪
Mengukur dampak dari kampanye konsumen▪
Tujuan: 4,32 4,58 3,74 5,62 5,49 4,49 1,00 2,00 3,00 4,00 5,00 6,00 7,00Awareness Interest Desire
Goals for cooled chicken
How did we measure
▪
Literature research on good questionnaires for Indonesia and for chicken.▪
Design a questionnaire to measure perception of cooled chicken.▪
Instruct the interviewers on the questionnaire and goal▪
Pilot testing of the questionnaire and improvements▪
Measurement before the campaign (baseline)▪
Measurement after the campaign (effectBagaimana kami mengukurnya?
▪
Melakukan studi literature tentang bagaimana kuesioner yang baik untuk Indonesia dan terkait ayam.▪
Menyusun kuesioner untuk mengukur persepsi tentangayam dingin (cooled chicken)
▪
Melatih pewawancara tentang kuesioner dan tujuannya.▪
Melakukan tes percobaan (pilot testing) terhadap kuesioner dan melakukan perkembangan.▪
Melakukan pengukuran sebelum kampanye dilakukan(baseline)
▪
Melakukan pengukuran setelah kampanye dilakukanHow did we measure?
Baseline: Before the campaign
N=2056
Effect measurement: After the campaign
N=2022
How did we measure?
Kondisi awal sebelum kampanye
N=2056
Setelah kampanye dilakukan N=2022
What did we measure?
Demographics AIDA
Buying behaviour
Chicken Choice Motivations Campaign data
What did we measure?
Demographics AIDA
Buying behaviour
Chicken Choice Motivations Campaign data
Apa yang diukur?
Demografi AIDA
Perilaku pembelian Motivasi memilih ayam
What did we measure?
Demographics
Demographics All female N=2056 Mean age: 38,53 (9,74) Min age: 18 Max age: 74Apa yang diukur?
Demografi
Demographics Seluruhnya perempuan N=2056 Umur rata-rata: 38,53 (9,74) Umur terendah: 18 Umur tertinggi: 74What did we measure?
AIDA
Demographics AIDA
Buying behaviour
Chicken Choice Motivations Campaign data
Action
Desire Interest
Apa yang kami ukur?
AIDA
Demographics AIDA
Buying behaviour
Chicken Choice Motivations Campaign data
Tindakan
Keinginan Minat
What did we measure?
AIDA
▪
Awareness:●
“How much do you know about cooled chicken?”●
Where to buy it; How to prepare it, etc.▪
Interest:●
What type of information do you use related to cooled chicken?●
e.g. “I will often use recipes regarding [...]”▪
Desire:Apa yang kami ukur?
AIDA
▪
Kesadaran:●
“seberapa banyak yang anda ketahui tentang ayamdingin?”
●
Dimana membelinya?; bagaimanamenyiapkannya?, dll.
▪
Minat:●
Informasi apa yang ingin ada gunakan terkait dengan ayam dingin?●
misal “saya sering menggunakan resepberdasarkan [...]”
▪
Keinginan:●
“saya ingin membeli ayam dingin di masa yg akan datang”AIDA model results
4,32 4,577 3,735 4,32 4,872 4,341 1 2 3 4 5 6 7Awareness Interest Desire
AIDA
Hasil model AIDA
4,32 4,577 3,735 4,32 4,872 4,341 1 2 3 4 5 6 7Awareness Interest Desire
AIDA
What did we measure?
Demographics AIDA
Buying behaviour
Chicken Choice Motivations Campaign data
Evoked choice set
Usage per week
Apa yang diukur?
Demografi AIDA
Perilaku pembelian Motivasi memilih ayam
Data kampanye
Pertimbangan pemilihan Penggunaan per minggu
Types of chicken in evoked choice set
Warm Cooled Frozen
Baseline 1969 560 258
Effect 1926 1050 540
A very large increase
Tipe daging ayam dalam pertimbangan
pemilihan (evoked choice)
Hangat Dingin Beku
Awal 1969 560 258
Dampak
kampanye 1926 1050 540
Peningkatan yang besar
*memberikan beberapa jawaban diperbolehkan.
** angka ini tidak mewakili penjualan, tapi pertimbangan memilih
Types of chicken in evoked choice set
Filtered for if they have seen the
campaign.
Seen Warm Cooled Frozen
Baseline 1268 349 158
Effect 1259 822 413
Not seen Warm Cooled Frozen
Baseline 667 195 96
Effect 667 228 127
We see an effect for people who have not seen the campaign. Possible
autonomous development due to
Tipe daging ayam dalam pertimbangan
pemilihan (evoked choice) berdasarkan
pengetahuan terhadap kampanye
Sudah
melihat Hangat Dingin Beku
Awal 1268 349 158
Dampak 1259 822 413
Belum
melihat Hangat Dingin Beku
Awal 667 195 96 Dampak 667 228 127 Kita melihat dampak bagi responden yang belum melihat kampanye.
How often do you use cooled chicken?
0 0,5 1 1,5 2 2,5Cooled Warm Frozen
Use of chicken product in days per week
Seberapa sering anda menggunakan
daging ayam dingin?
0 0,5 1 1,5 2 2,5
Cooled Warm Frozen
Penggunaan ayam dingin per minggu
Baseline Effect
What did we measure?
Demographics AIDA
Buying behaviour
Chicken Choice Motivations Campaign data
Food Choice motivations are a strong predictor of food choice.
What we did:
1. Before the campaign measure the importance of chicken being nutritious etc.
2. Before the campaign measure the perception 3. Use the most important factors in the
campaign
4. After the campaign measure again the rating, did we improve on nutrition and quality?
Apa yang diukur?
Demografi AIDA
Perilaku pembelian Motivasi memilih ayam
Data kampanye
Motivasi memilih makanan adalah alat prediksi yang bagus dalam pemilihan makanan.
Apa yang kami lakukan:
1. Sebelum kampanye mengukur pentingnya ayam yang bernutrisi.
2. Sebelum kampanye mengukur persepsi. 3. Menggunakan faktor terpenting dalam
kampanye.
4. Setelah kampanye mengukur kembali tingkat nutrisi dan kualitas, apakah ada peningkatan?
What did we measure?
Demographics AIDA
Buying behaviour
Chicken Choice Motivations Campaign data
Importance: I find X important
Apa yang kami ukur?
Demografi AIDA
Perilaku pembelian Motivasi membeli ayam
Data kampanye
Kepentingan:
Saya merasa[..] penting Persepsi:
Saya memberikan produk ini nilai 5
Chicken Choice Perception
1,0 2,0 3,0 4,0 5,0 6,0 7,0Quality Cold Nutrition Cold Price Cold Convenience Cold
Quality Warm Nutrition Warm Price Warm Convenience Warm
Food Choice Motivations
Persepsi pemilihan daging ayam
1,0 2,0 3,0 4,0 5,0 6,0 7,0Quality Cold Nutrition Cold Price Cold Convenience Cold
Quality Warm Nutrition Warm Price Warm Convenience Warm
Motivasi memilih makanan
What did we measure?
Demographics AIDA
Buying behaviour
Chicken Choice Motivations Campaign data
Familiarity with the campaign
0 1 2 3 4 5 6 7East Jakarta Bogor Tangerang South Jakarta
North Jakarta
Bekasi West Jakarta Central Jakarta
Depok
Familiaritas terhadap kampanye
0 1 2 3 4 5 6 7East Jakarta Bogor Tangerang South Jakarta
North Jakarta
Bekasi West Jakarta Central Jakarta
Depok
Aspects of the campaign
1 2 3 4 5 6 7Blog Youtube Print Media Electronic media Edwin Lau
Aspek-aspek kampanye
1 2 3 4 5 6 7Blog Youtube Print Media Electronic media Edwin Lau
Aspects of the campaign
1 2 3 4 5 6 7Blog Edwin Lau Electronic media Print media Website Youtube
Aspek-aspek kampanye
1 2 3 4 5 6 7Facebook survey
▪
Why?Facebook survey (1)
0 50 100 150 200 250 300 350 more than 2 times a week
1-2 times a week Less than once a week
Facebook survey (1)
0 50 100 150 200 250 300 350 more than 2 times a week
1-2 times a week Less than once a week
Seberapa sering keluarga anda mengkonsumsi daging ayam dingin dalam seminggu?
Facebook survey (2)
0 100 200 300 400 500 600The chicken is clean and hygienic
Seeing the process of slaughter
Can be stored for long term
2. What are your considerations in buying chicken? (Can answer more than one)
Facebook survey (2)
0 100 200 300 400 500 600The chicken is clean and hygienic
Seeing the process of slaughter
Can be stored for long term
2. Apa pertimbangan anda dalam membeli daging ayam? (boleh memilih lebih dari 1)
Conclusion
▪
First we measured what was most important in the choice for cooled chicken.●
The campaign team used this information to frame the message▪
We can measure the impact on:Interest and desire increased Awareness did not increase
Impression of Nutrition and Quality Usage of cold chicken
Kesimpulan
▪
Pertama, kami mengukur apa hal terpenting dalampemilihan daging ayam dingin.
●
Tim kampanye menggunakan informasi ini untukmeyampaikan pesan.
▪
Kami dapat mengukur dampak terhadap:Minat dan keinginan meningkat Kesadaran tidak meningkat
Kesan nutrisi dan kualitas daging ayam Penggunaan daging ayam dingin
Peningkatan daging ayam dingin dalam pertimbangan pemilihan
Conclusion: a personal note
Kesimpulan: catatan pribadi
Discussion
▪
Did you expect these results?▪
Autonomous development expected?Diskusi
▪
Apakah anda mengharapkan hasil seperti ini?▪
Apakah autonomous development diharapkan?Terimah Kasi / Thank you
▪
Website:www.difslive.com
▪
Contacts:▪ Jos van den Puttelaar
