Unilever: Shield Targeted Coupon January CashBack ClubCard Mailing Post-Campaign Report

1. Unilever: Shield Targeted CouponJanuary CashBack ClubCard MailingPost-Campaign Report March 2011

2. Contents • Introduction • Coupon Redemption & Response • Incremental Analysis • Immediate ROI • Conclusions & Recommendations

3. Introduction • 100,000 ClubCard shoppers targeted utilising 5one’s targeting tool • Campaign period: 20 January – 3 March 2011 • Both Current and New shoppers targeted: • 25,420 Current shoppers • 74,540 New shoppers • Reward level constructed tested: • Get R3 off Sheild Friends Forever Teen Aerosol • Control group of look alike shoppers measured over the campaign period

4. The Mailing

5. Contents • Introduction • Coupon Redemption & Response • Incremental Analysis • Immediate ROI • Conclusions & Recommendations

6. Targeted Coupon: Redemption Redemption: shoppers who bought featured product at the same time as handing in the coupon • Overall redemption rate is good 1.05% (above 1% is ‘good’ for Current shoppers, 0.5% ‘good’ for New shoppers) How many mailants shopped the promoted products?

7. Targeted Coupon: Response Response: shoppers who bought featured product regardless of whether they handed in the coupon A more accurate metric for campaign success as the coupon acts as both a discount and marketing message. • Overall response rate is good: 3.9%(above 2% is ‘good’ for Current shoppers, above 1% for New shoppers) • Both response rates for current and new shoppers excellent

8. Contents • Introduction • Coupon Redemption & Response • Incremental Analysis • Immediate ROI • Conclusions & Recommendations

9. Incremental Shoppers Incremental analysis shows how total mailed responders would have shopped had they not received the mailing – essential in understanding actual effect of the campaign. How many shoppers were incremental? • Overall the mailed group shopped at a higher rate than the control group resulting in 1,624 incremental shoppers 9

10. Incremental Sales How many more sales were achieved? • Total mailed sales of R57k achieved, with 42% sales being incremental 10

11. Incremental Units How many more units were purchased? • Overall 44% of units were incremental 11

12. Contents • Introduction • Coupon Redemption & Response • Incremental Analysis • Immediate ROI • Conclusions & Recommendations

13. Immediate Return On Investment What was the immediate ROI of the targeted coupon based on Incremental sales? • Overall ROI is 144% 13

14. Contents • Introduction • Coupon Redemption & Response • Incremental Analysis • Immediate ROI • Conclusions & Recommendations

15. Campaign Summary • Overall campaign generated the following response: • Redemption rate: 2,7% (1,054 shoppers) • Response rate: 3.9% (3,860 shoppers) • Successful at driving incremental behaviour: • Shoppers: 1,624 (42%) • Units: 2,111 (43%) • Sales: R 24,361 (43%) • Overall ROI is 144%

16. Recommendations • Continue to use targeted coupons to invoke re-purchase and gain new shoppers to the brands • Test broader offer for new shoppers (less niched / fewer constraints) • In-depth analysis of what the Shield shopper looks like, how they shop across the range and what competitor products they are purchasing into

17. Thank-you Nikki Emerton Nikki.Emerton@5one.co.za 083 686 9076