PR evaluation case study with The BIG Partnership - GCN

PR evaluation case studyGCN Conference18 October 2013

Some background

How PR evaluation is changing• Move towards measuringoutcomes rather than outputs• AVEs widely discredited• Quantity AND quality

The AVE debate

Case studyEvery year on August 12 th , The Famous Grousecelebrates its brand birthday, and in 2012 theyset themselves a particularly big target – tocreate the world’s largest bottle of whisky.The Famous GrouseThe Famous Grouse BlendedScotch whisky has a historythat stretches back over 200years.It is the number one sellingblended whisky in the UK, andexports to over 100 countriesaround the world.We were briefed to deliver a campaign thatwould meet three objectives:• Deliver UK-wide coverage for The FamousGrouse brand• Engage with global audiences in key markets• Drive footfall to The Famous Grouse Experience,the brand’s visitor centre

What did we measure?• Outputs• Quantity of coverage• Reach of coverage• Breakdown by media type and region• Key message content• Impact on social media channels• Number of global markets participating in the campaign• Outcomes• Footfall to The Famous Grouse Experience• Sales at The Famous Grouse Experience• Sales at international airports taking part in global campaign

Case studyThe campaign generated 111 pieces of media coverage in the UK,including BBC Radio Scotland, Daybreak, STV News at 6, Scottish DailyExpress, Scottish Sun, plus regional and local titles. The potentialaudience reach was over 38 million.Visitor numbers at The Famous Grouse Experience were up 191%compared to the weekend prior to the record being set and salesturnover at the visitor centre doubled based on the same weekend in2010.In Bulgaria, the ‘message in a bottle campaign’ ran over 11 weeks,reaching a total of 400,000 people. At international airports, displaysfeaturing the replicas had a direct impact on sales leading to a 52%uplift at Schiphol airport and 30% rise in Kuala Lumpur airport.

Case studyBIG has worked with Transport Scotland tomanage the PR for the AWPR since 2009.Our objectives are:AberdeenWesternPeripheral RouteTransport Scotland is thenational transport agency forScotland.The Aberdeen Western PeripheralRoute (AWPR) is a new roadbeing developed to improve travelin and around Aberdeen and theNorth-east of Scotland.• Raise awareness and understanding of the needfor the AWPR• Promote the benefits of the route• Minimise and counter-balance negative mediacoverage• Raise awareness and understanding of theAWPR in industry to support the procurementprocess

What did we measure?• Outputs• Quantity of coverage• Reach of coverage• Tone of coverage for 2012• Tone of coverage year on year• Tone of coverage by publication• Source of coverage• Key message analysis• Website analysis• Outcomes• Tone of letters to editor• Progress of project

Case studyKey message penetration increased significantly in comparison toprevious years with a total of 774 positive key messages recorded in the686 items of coverage tracked.Support for the scheme from third parties in the wake of 2012 courtrulings heavily outnumbered comments by objectors.In 2012 the highest number of positive coverage and the lowestnumber of negative coverage was recorded compared to previousyears.The AWPR project received clearance to proceed.

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