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Success stories. Campaign objective Broadcaster BSkyB was looking to publicise the launch of its brand new Sky Sports F1™ channel, dedicated to airing.

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Presentation on theme: "Success stories. Campaign objective Broadcaster BSkyB was looking to publicise the launch of its brand new Sky Sports F1™ channel, dedicated to airing."— Presentation transcript:

1 Success stories

2 Campaign objective Broadcaster BSkyB was looking to publicise the launch of its brand new Sky Sports F1™ channel, dedicated to airing all Formula One races and providing coverage of practice sessions and qualifiers. The channel would be exclusive to Sky Sports subscribers. Bespoke doordrop helps Sky promote new F1 channel Client: BSkyB Campaign:F1 Sports Category: Telecoms Format: Bespoke doordrop Client: BSkyB Campaign:F1 Sports Category: Telecoms Format: Bespoke doordrop 35% conversion of new customers and 22% upgrade of existing customers Intelligent doordrop solution A Bespoke doordrop, with creative based on a racing driver’s helmet, was designed to achieve standout and bring the viewing experience to life – validated by outperforming a traditional A4 format in sample testing. The campaign was targeted to reach sports enthusiasts across the UK. Campaign results The Bespoke doordrop generated a strong response – almost 50% higher than any previous Sky Sports or HD campaign. Conversion was strong, with 35% of new customers taking out a Sky Sports subscription and 22% of existing customers upgrading to a package that included Sky Sports F1™. “This was an exciting launch for Sky, with instant stand- out on the doormat” Belinda Worrell, Senior Marketing Manager, British Sky Broadcasting “This was an exciting launch for Sky, with instant stand- out on the doormat” Belinda Worrell, Senior Marketing Manager, British Sky Broadcasting

3 Campaign objective The IKEA catalogue is an integral part of the Swedish furniture and home furnishing retailer’s marketing strategy. As an inspiring showcase of the breadth of its offerings that consumers can refer to year-round, the catalogue helps drive footfall in the UK and Ireland. In partnership with TNT Post for over 20 years, IKEA has used doordrop media to raise brand awareness and engagement. IKEA and TNT Post: two decades of furnishing consumers with inspiration in the home Client: IKEA Campaign:Catalogue Category: Retail Format: Multi-Page doordrop Client: IKEA Campaign:Catalogue Category: Retail Format: Multi-Page doordrop Intelligent doordrop solution Our planning team works with the client’s customer data to pinpoint the most valuable households within each store’s catchment – both current high spending customers and areas rich in prospects. We distribute the catalogue on a solus basis via our Own Network to over half of UK households across the UK over a 4 week period. Campaign results A sizeable majority of consumers retain the catalogue for a year, and it typically generates excellent recall, with a high proportion of consumers driven instore as a direct result of the campaign. IKEA has made doordrop a trusted part of its media mix for 20+ years

4 Campaign objective Intelligent doordrop is a crucial part of the local, regional and national media mix for Specsavers opticians. The use of multi-page doordrop, produced in- house, supports brand engagement at a local, store-specific level in conjunction with national media and drives sales. Specsavers uses intelligent doordrop to fulfil its vision to drive in-store footfall Client: Specsavers Campaign:Brand awareness Category: Retail Format: Multi-Page doordrop Client: Specsavers Campaign:Brand awareness Category: Retail Format: Multi-Page doordrop Intelligent doordrop solution Specsavers’ intelligent doordrop is based around a well-developed, consistent multi-page creative that showcases Specsavers’ range, quality and expertise, provides information and incentivises consumers to come in-store for an eye test. Our targeting is based on insight from a combination of customer data, geo-demographics and retail catchment. Campaign results Intelligent doordrop has delivered consistent results for Specsavers over recent years, establishing itself as one of the their top-performing media. Our evaluation reveals continuous opportunities for fine tuning to be incorporated into future campaigns. Results have consistently augmented over the last four years, driving increased volumes

5 Campaign objective Kellogg’s All-Bran Golden Crunch was to be launched to a fanfare of TV, digital, PR and outdoor. But core to the campaign was driving taste reappraisal through an innovative sampling doordrop. Kellogg’s was eager to ensure the product would be offered to genuine hand-raisers, to avoid wastage and maximise engagement among the target demographic. Kellogg’s launches All-Bran Golden Crunch with a cereal doordrop Client: Kellogg’s Campaign:All Bran Golden Crunch Category: FMCG Format: Sampling doordrop Client: Kellogg’s Campaign:All Bran Golden Crunch Category: FMCG Format: Sampling doordrop Intelligent doordrop solution The campaign was targeted to households with an interest in digestive health cereals and related products, based on dunnhumby data. A 2-stage in- home sampling mechanic was employed to distribute a bag that recipients could leave on display to opt in to receive a free, full-size box of All-Bran Golden Crunch the following day. Campaign results Kellogg's set a target of 30% opt-in, with evaluation based on EPOS data to record sales uplift. In fact, the campaign achieved a 46.8% opt-in. More importantly, the sales uplift achieved payback ahead of schedule and benchmarked positively against other media. 46% opt-in exceeded all expectations and drove desired sales uplift

6 Campaign objective Entertainment provider, LOVEFiLM, was looking to grow its subscriber base for both its DVD-by-mail and Instant Streaming services. The campaign was required to reach 16 million homes – 60% of the UK’s households. LOVEFiLM generates a stream of interest from consumers in high-speed broadband areas Client: LOVEFiLM Campaign:DVD & Instant Streaming Category: Telecoms Format: Bespoke doordrop Client: LOVEFiLM Campaign:DVD & Instant Streaming Category: Telecoms Format: Bespoke doordrop Intelligent doordrop solution We combined customer data with broadband data to identify a target audience with sufficient broadband speeds to benefit from instant streaming. We also used TGI and Mosaic profiling, overlaid with competitor analysis, to increase precision. Campaign results The LOVEFiLM intelligent doordrop reached 36 million people over a three- week period, resulting in a high level of engagement. Broadband speed proved to be an effective predictor of response, with areas over a certain broadband speed threshold outperforming those with lower speeds by up to 20%. Broadband speed was an effective predictor of response

7 Campaign objective New to doordrop, the Scottish Wildlife Trust was looking to expand its membership and drive donations by raising awareness of its efforts to protect the red squirrel population in Scotland. Scottish Wildlife Trust campaign to save the red squirrel exceeds all expectations Client: Scottish Wildlife Trust Campaign: Red Squirrel Category: Charity Format: Bespoke doordrop Client: Scottish Wildlife Trust Campaign: Red Squirrel Category: Charity Format: Bespoke doordrop Intelligent doordrop solution Our analysis of the client’s data allowed us to build Mosaic profiles of existing donors and identify potential new ones. The innovative use of doordrop media, combined with the incentive of a cute toy squirrel for new sign-ups, served to increase engagement and recall. Campaign results The campaign exceeded all expectations, with a response rate of 0.27% and an ROI of £3.28 per £1 spent. “The TNT team were perceptive, quick to respond and full of useful recommendations to make the most of our limited budget.” Oliver Davies, Marketing Projects Officer “The TNT team were perceptive, quick to respond and full of useful recommendations to make the most of our limited budget.” Oliver Davies, Marketing Projects Officer

8 Campaign objective Following the launch of Sky Atlantic, BSkyB was looking to engage with existing customers to promote awareness of the channel, and attract new subscribers. BSkyB uses bespoke doordrop to promote new channel from across the pond Client: BSkyB Campaign:Sky Atlantic Category:Entertainment Format: Bespoke doordrop Client: BSkyB Campaign:Sky Atlantic Category:Entertainment Format: Bespoke doordrop 3,500 unique views of the Sky Atlantic showreel Intelligent doordrop solution We worked with the client to develop a model to pinpoint households with high propensity to purchase or upgrade Sky services. Used to complement a TV campaign, the bespoke doordrop creative used a QR code to allow the audience to view a showreel and fully engage with the brand. Campaign results The QR code generated over 3,500 unique views of the show reel over a 6- week period, with an average dwell time of 3 minutes – achieving the same level of engagement as Pay-Per-Click at less than 10% of the set-up costs. “The response indicates the combined appeal of the creative and the QR code are giving the piece longevity, which is having a positive impact on the response curve.” Belinda Worrell, Senior Marketing Manager, British Sky Broadcasting “The response indicates the combined appeal of the creative and the QR code are giving the piece longevity, which is having a positive impact on the response curve.” Belinda Worrell, Senior Marketing Manager, British Sky Broadcasting

9 Campaign objective Marketing technology and services provider, Acxiom, was looking to deploy an online consumer survey with the objective of expanding its database, and wanted to be sure of reaching its completion targets. Acxiom gives consumers a sweetener to complete survey with Sampling doordrop Client: Acxiom Campaign:Research Category:Market Research Format: Sampling doordrop Client: Acxiom Campaign:Research Category:Market Research Format: Sampling doordrop Intelligent doordrop solution We created an audience profile based on a combination of in-house data, geo- demographic tools and broadband penetration to ensure an optimum campaign distribution. Our unique two- stage in-home sampling format incentivised consumers to participate with a bag of Thornton’s chocolates upon completion of the survey. Campaign results The incentive compelled consumers to take the time to complete the survey accurately, driving quality as well as quantity of responses. The 9% response rate meant that 80% of the names added to the database were net new. Strong 9% response generated quality of completes

10 Campaign objective The Salvation Army trusts doordrop media to boost awareness of the charity’s activities in the lead-up to Christmas and raise donations. The Salvation Army attracts new donors with targeted Envelope doordrop Client: The Salvation Army Campaign:Christmas Appeal Category:Charity Format: Envelope doordrop Client: The Salvation Army Campaign:Christmas Appeal Category:Charity Format: Envelope doordrop Intelligent doordrop solution We profiled and scored the prior year's donors throughout the UK, to understand the best performing areas, and used Mosaic types to target new areas and donors. Campaign results The number of donations increased year-on-year by 42%, with a campaign ROI of £2.12 per £1 spent – a 38% increase on the previous year. Year-on-year donation volumes +42%, ROI +38%

11 Campaign objective Global hygiene and forest products group, SCA, was looking to position its Velvet toilet tissue brand favourably among ethically-minded consumers. SCA achieves most successful doordrop campaign to date with Trees for Cities initiative Client: SCA Hygiene Campaign: Velvet Tissue Category: FMCG Format: Bespoke doordrop Client: SCA Hygiene Campaign: Velvet Tissue Category: FMCG Format: Bespoke doordrop Intelligent doordrop solution Following Dunnhumby consumer behaviour research, we overlaid the segment data with Clubcard data to maximise relevance and awareness. The Trees for Cities creative highlighted the impact of tree planting in local communities. A Campaign for Trees Facebook page provided topical insights. Campaign results All brand metrics increased, from customer acquisition to lapse prevention and upselling. The Trees for Cities poll attracted almost 7,000 votes. With an ROI of £2.86 per £1 spent, this was SCA’s most successful doordrop to date. Across-the-board uplift in brand metrics

12 Campaign objective Broadcaster, BSkyB, was looking to reach families using competitors’ TV and broadband services, based on price and perceived value. This was a tactical drive to showcase a standalone broadband offer at a competitive £10 price point. BSkyB uploads new broadband customers with Prime doordrop campaign Client: BSkyB Campaign:Brilliant Packages Category:Entertainment Format: Prime doordrop Client: BSkyB Campaign:Brilliant Packages Category:Entertainment Format: Prime doordrop 30% uplift in customer acquisition and upgrades Intelligent doordrop solution We applied a combination of TGI, Mosaic and learnings from previous doordrop campaigns, fused with customer data. A prime doordrop was created as part of an integrated campaign that also used press and online. Campaign results The doordrop drove strong incremental sales for the leading broadband offer, with 78% uptake among total sales. Overall, the campaign generated a 30% uplift over previous campaigns, resulting in the acquisition of new customers and prompting existing customers to upgrade. Further analysis showed the campaign delivered growth through its secondary messaging: 40% took a premium package (Sky Sports or Movies), 15% added Multi-room and 20% opted for an HD package. “As a tactical campaign the doordrop showed a strong level of response for the call centre to convert to sales in a short timeframe.” Belinda Worrell, Senior Marketing Manager, British Sky Broadcasting “As a tactical campaign the doordrop showed a strong level of response for the call centre to convert to sales in a short timeframe.” Belinda Worrell, Senior Marketing Manager, British Sky Broadcasting

13 Campaign objective Independent foster care agency was using intelligent doordrop for the first time to raise awareness of its brand and the need for more foster carers, especially those that could look after siblings. Fostering Solutions raises web traffic by 250% thanks to Classic doordrop Client:The Fostering Solutions Campaign:Glasgow Carers Category: Charity Format: Classic doordrop Client:The Fostering Solutions Campaign:Glasgow Carers Category: Charity Format: Classic doordrop Intelligent doordrop solution We created a mosaic profile based on previous enquiries to the organisation, which was then overlaid with households with 2+ bedrooms located within a 20-mile radius of central Glasgow. A trial volume of 100,000 items were distributed, supplemented by an information day held in a Glasgow retail centre. Campaign results The charity saw a 73% uplift in enquiries over the prior month, with over 57% of those generated as a direct result of the mailer or subsequent online search. The website experienced an uplift in traffic of 250% on the prior month, with 86% consisting of new visitors. 73% uplift in enquiries and 250% uplift in web traffic

14 Campaign objective Hillarys, the UK’s leading supplier of made-to-measure blinds and shutters, has been partnering with TNT Post for over 15 years to use doordrop media to raise awareness year-round of its bespoke, in-home service and fuel acquisition. Hillarys tracks success of doordrop media in creating business value Client: Hillarys Campaign:Brand Awareness Category: Retail Format: Multi-Page doordrop Client: Hillarys Campaign:Brand Awareness Category: Retail Format: Multi-Page doordrop Intelligent doordrop solution Our planning team has developed a complex audience model to target households with the appropriate income. We limit wastage and saturation of message by optimising the distribution frequency, and track the customer journey from campaign exposure to order. Campaign results The ability to accurately measure return on doordrop campaigns allows Hillarys to truly understand their impact on average order value and overall business performance. Our accountability, transparency and continuous refinement on targeting delivers sustained performance and repeat investment. Targeting refinement delivers sustained performance

15 Campaign objective Remembrance Day is mature as a campaign, so the Royal British Legion have to work creatively to recruit new supporters, particularly among younger age groups. The campaign was designed to reflect on past and modern-day conflicts to resonate with a broad spectrum of consumers. Royal British Legion intelligent doordrop speaks volumes with a moment’s silence Client: Royal British Legion Campaign:Remembrance Day Category: Charity Format: Envelope doordrop Client: Royal British Legion Campaign:Remembrance Day Category: Charity Format: Envelope doordrop Intelligent doordrop solution We developed an intelligent doordrop model that overlaid existing supporter data to pinpoint the best-performing postcodes by penetration and donation level. The stunning creative, featuring arresting imagery and interviews with injured servicemen, brought the campaign to life, and included a card poppy on which recipients could write messages of support and add it to a giant Field of Remembrance display at Royal Wootton Bassett. Campaign results This momentous and highly targeted campaign recruited more than 28,700 new supporters, generating income totalling £2.5 million. Post-campaign analysis revealed that a high proportion of new supporters were in their 50s or younger, answering one of the Royal British Legion’s key objectives. Cold activity was profitable from the outset, with an ROI of £1.15, while warm activity achieved a return of almost £6 per £1 spent. Over 80,000 card poppies were contributed to the display field. £2.5m raised in donations and 28,000 new supporters recruited

16 Campaign objective Leisure operator, Fred Olsen, uses doordrop media to raise brand awareness, drive short-term acquisition and promote cruise holidays from multiple ports across the UK. Fred Olsen cruises to 200% rise in sales thanks to intelligent doordrop Client: Fred Olsen Campaign:Brand Awareness Category: Travel Format: Multi-Page doordrop Client: Fred Olsen Campaign:Brand Awareness Category: Travel Format: Multi-Page doordrop Intelligent doordrop solution As drive time to ports is a key factor in targeting, our planning team works with client data to identify their current customer base and areas rich in prospects. Campaign results Over the last 18 months, Fred Olsen has significantly increased its doordrop spend due to the consistent high performance of the channel as part of its media mix. Targeting and creative optimisation have resulted in sales uplifts of over 200%, while our continuous refinement of the audience model drives efficiency. Targeting refinement delivers sustained performance

17 Thank you


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