Bonsai SalesLift analyzes campaign success

Meßmer Cold Tea stands for ice-cold tea enjoyment. To draw attention to its product range, Meßmer used an online audio campaign in selected test regions for the first time. The SalesLift analysis that Bonsai carried out for RMS shows how successful online audio was: Sales of the entire product range increased by 22 percent over the four-week campaign period.

The SalesLift analysis by Bonsai Research comprised three phases: before, during and after the commercials were played. The increased sales of teas compared to the control areas proves how well online audio activates beverage products.

"For the first time, the RMS research team was able to look at the advertising impact of an RMS online audio campaign in isolation and prove the actual activation performance," says Philipp Schulte, Head of Research at RMS Radio Marketing Service.

Michael Voß, Client Partner at Bonsai and media expert, emphasizes: "True to the Bonsai motto 'You can't simulate real life', we measure the success of advertising campaigns using real sales data."

The SalesLift analysis for the Meßmer Cold Tea range was carried out by Bonsai Research in summer 2023 in three phases - before, during and after the campaign. In the test area of North Rhine-Westphalia, where the campaign ran, the sales of Meßmer Cold Tea were measured in 50 stores in each of the test areas Bremen, Hamburg, Lower Saxony and Schleswig-Holstein: "This allows us to prove the net sales effect during the campaign just as validly as the depot effect after the end of the campaign," explains Dirk Hamann, Member of the Management Board of Bonsai. The result: the effect of the commercials continued two weeks after the end of the campaign.

The entire SalesLift analysis has just been published by RMS: