This is the first part of the results or our children's real play campaign for Ribena. We are working with families across the UK to give them real ideas for real play and real activities - great for the cognitive development - for the family. This is a ongoing Unity campaign from ideation to activation - more details on our website and on this slideshare site.

1. Ribena Plus Play
Chapter 1 evaluation
May 2012
unity

2. What did we do?

3. Background
• March saw biggest product launch for Ribena in
20 years, Ribena Plus
• The creative platform is „arming children to
explore the world’
• The target audience was identified as mums
• We needed to make exploration relevant to
today’s mums

4. We identified play
as our core theme
- and, specifically,
exploration through
play

5. Ribena Plus Play Report
• Working with trends experts The Trajectory Partnership,
we created the Ribena Plus Play Report, looking into the
‘state of play’ for families in the UK
- Mixture of expert interviews, desk research and omnibus survey amongst 2,000
parents
• Chapter 1 looked at the role of exploratory play and
parental anxieties around play
• To launch the first chapter to media we built the
Exploration Play Lab in central London and invited
media, bloggers and their children to attend
- A symbolic act to show that Ribena Plus is serious about exploratory play
- Timed to coincide with Easter holidays

8. Attendees
• In addition to media and bloggers, we also invited:
- Ribena Mums
- Twitter competition winners
- Local playgroups
• This ensured that the PlayLab was full for when media
arrived
• Over 120 attendees – over 100 kids!
• 13 media confirmed attendance but five actually came
- Richard Holt, Daily Telegraph – and his daughter
- Amanda Pauley, Practical Parenting and Pregnancy
- Hannah Fox, Mother and Baby
- Mediocre Mum
- Annie QPR

9. 8 year old son of blogger
“I love Ribena (who also wrote „I love
World!” Ribener Werld‟ (sic) on
the chalkboard)
“She had so much fun –
she especially liked the ball
pit! Really lovely idea.”
(and daughter!)

10. Media outreach

11. Key statistics –
As of 14th May 2012
• Total pieces of coverage: 59
• Circulation: 81,360,444
• Opportunities to see/hear: 93,301,148
For every £1 spent we secured £4.16
worth of coverage and created 1,399
opportunities to see or hear campaign
messaging*
* Excludes blogger and social media coverage

12. To break it down…
• 5 pieces of national coverage (3 print, 2 online)
• 12 pieces of regional coverage (6 print, 5 online)
• 22 pieces of consumer coverage (1 print, 21
online)
• 13 pieces of broadcast coverage (1 national, 12
regional)
• 9 pieces of blog coverage

13. Date: 13/04/12
Circ: 2,582,301
OTS: 7,746,93
Date: 15/04/12 Date: 15/04/12
Circ: 2,582,301 Circ: 315,575
OTS: 7,746,93 OTS: 946,725

14. Date: 13/04/12
UU p/m: 9,276,948

15. Date: 13/04/12
UU (p/m): 46,151,000

16. Regional
Edinburgh Evening News
Date: 19/04/12
Circ: 37,250
OTS: 111,750
Glasgow Sunday Mail
Date: 15/04/12
Circ: 332,372
OTS: 997,116
Date: 21/04/12
Circ: 42,393
OTS: 127,179

17. Broadcast
Date: 13/04/12
Date: 13/04/12 Listeners: 84,000
Listeners: 129,000 Date: 13/04/12
Listeners: 7,000,000 (e.g.
Absolute Radio, Capital
network)
Date: 13/04/12
Listeners: 154,000
Date: 13/04/12 Date: 13/04/12
Listeners: 368,000 Listeners: 262,000
Date: 13/04/12
Listeners: 89,000
Date: 13/04/12
Date: 13/04/12 Listeners: 485,000
Listeners: 71,000

18. Date: 13/04/12
UU (p/m): 2,531,473

19. Date: 19/04/12
UU (p/m): 560,000

20. Date: 13/04/12
UU (p/m): 9,000

21. Social media

22. Key stats
Mentions of #RibenaPlayLab equated
to:
Exposure: 300,000+ impressions
New followers: 67
Reach: 40,000 accounts

23. Blogs
• We engaged with key parenting bloggers about
play in the run-up to activity
• Invited London-based parenting bloggers to
attend the PlayLab
• Sent Chapter and press release to key influencer
blogs to secure coverage
• Followed up with attendees with product to
secure reviews

24. Mummy Climbing Up the Wall
Date: 17/04/12
Followers: 71,000

25. Lilinhaangel
Date: 18/04/12
Followers: 947

26. Pathfinder UK Blog
Date: 16/04/12
Followers: n/a

27. Sport Wales blog
Date: 01/05/12
Followers: 5,000

28. Date: 13/04/12
UU (p/m): 33,000

29. Thank you!
unity