Kobi the Koala increases brand recognition and repeat purchases

Cloetta decided to introduce the candy brand Goody Good Stuff to the Dutch market. This 'naturally delicious' candy, made from honest ingredients, is suitable for a broad target group. To increase brand awareness and purchase intention, a TV campaign was launched with Kobi the Koala as the lead actor. Cloetta engaged Validators in advance to test the commercial for important KPIs and areas for improvement.

The approach

1. Test setup in a natural environment

The commercial was shot in a so-called "reel format": an imitation of a commercial break, so that the spot was assessed in a realistic context. One hundred respondents within the Goody Good Stuff target audience viewed the reel.

2. ValueFlow technique for valuation at the second level

While watching, respondents continuously gave their ratings using a slider meter. This second-by-second feedback provided insight into the commercial's strongest and weakest moments.

3. Measurement of Other KPIs

Subsequently, it was measured how the commercial scored on brand transfer, message transfer, call-to-action and appreciation on various likeability statements. Before and a week after the campaign, the same target audience was measured to determine the impact of the commercial.

The result

Strong appreciation

The TV commercial shows a strong build-up in ratings for the first eight seconds. When Kobi the Koala enters the picture, a clear increase in rating occurs that remains well above the benchmark until the end of the TV commercial.

Good message and call-to-action delivery

The message around "naturally delicious" candy and encouraging purchase intention came across well to viewers.

Points of improvement

Spontaneous brand transfer and credibility still offered opportunities for further optimization. This gave Cloetta insight into how they could better tailor the commercial to the target audience.

Significant growth

Pre- and post-measurement showed:

A significant increase in assisted brand awareness.

An increase in the number of people who purchased the product in the past four weeks.

A higher repeat purchase over the same period.

Concrete outcomes and follow-up

In response to the survey results, Cloetta modified the commercial:

1. Kobi the Koala appears on screen right away

Showcasing Kobi from the beginning with the packaging immediately reinforced brand transfer and increased appreciation faster.

2. Product shots with the tagline

Multiple packshots at the end provided a clearer picture of the assortment, which further increased brand transfer.

3. Addition of the Vegetarian Society logo

This element increases credibility and underscores the "naturally delicious" nature of Goody Good Stuff. Tracking research showed that this revamped commercial had a positive effect: both brand awareness and purchase intent continued to rise, successfully supporting the launch of Goody Good Stuff.

Left is the payoff of the original, right is the payoff after the modifications.