AETA Case Study Baileys Mini Case Study Beck's Gold Case Study Beck's International Case Study Birds Eye Case Study CMA Case Study Coca Cola Zero Case Study DYMO Case Study Efasit Case Study Enzym Lefax Case Study Hasseröder Case Study Heinz Green Ketchup Case Study ibutop Case Study Iglo 4 Sterne Menue Case Study Kathi Case Study Landliebe Case Study Langnese Cremissimo Case Study Lefax Case Study Leitz Case Study LEKI Case Study MC Iglo Case Study Milka Case Study Moet Case Study N-Ergie Case Study Niederegger Case Study Nivea Case Study PerfectDraft Case Study Sheba Case Study TV Hören und Sehen Case Study Verpoorten Case Study Vorwerk Case Study WD-40 Case Study WD-40 Smart Straw Case Study WeightWatchers Case Study Wrigley´s Extra Case Study

Testimonial advertising is growing and can be very effective. But the intended cause and effect chain

“celebrities cause attention cause image shifts cause sales effects”

becomes only true if certain requirements
are met.

Important factors driving the CMA EU milk campaign success were the identification of the real purchasing motives and barriers in relation to milk together with pre-checks to assure that the intended stars were sufficiently well known and had the right image. In thorough advertising effectiveness tests, the specific motives were analysed (namely impact and image shifts) and systematically optimised. In addition the media budget was concentrated effectively on those target groups in which the specific CMA ads increased milk usage – via innovative media placement research which increased the effectiveness of the media budget used by more than 40%.
The CMA EU milk campaign achieved a successful image shift in favour of milk: Milk enhances the attractiveness, cleverness and strength of its drinkers.

Methods used:
Qualitative methods, advertising effect pre-test, media placement research.


R. Mayer de Groot: Werben mit Testimonials, planung & analyse 5/2007, S. 63 ff. currently available only in German