1. Dove Direct Mail Campaign Post-Campaign Report November 2011

2. Contents Introduction Redemption Response ROI
Campaign summary & Recommendations 2

3. Introduction CAMPAIGN OBJECTIVES:
Primarily to launch and drive trial of the new Dove Shampoo range. Also to drive purchase of wider Dove product range i.e. shower gel, body wash (both new) & deodorant.
100,000 ClubCard customers targeted using 5one’s targeting tool
CAMPAIGN PERIOD : 16 September 2011 – 13 October 2011
Both current Dove shoppers and premium hair care shoppers targeted, i.e.
Dove Current shoppers (Dove Bars, Dove Body Lotion, Dove Body Wash, Dove Female Deo’s) Qty
Premium hair care shoppers (competitor products) Qty 3

4. Introduction continued.
All shoppers received 6 offers
Free Dove Mini Shampoo (value R6.99)
R10 Off Dove 400ml shampoo or 400ml conditioner or treatment
R5 off Men's 250ml Shower Gel
R5 off Women’s 250ml Body Wash
R5 off Women’s Deodorant
R5 off Men’s Deodorant 4

5. Creative 5

6. Contents Introduction Redemption Response ROI
Campaign summary & Recommendations 6

7. Targeted coupon: Redemption
Redemption: Shoppers who bought featured products at the same time as handing in the coupon
Offer
Current Dove
Shoppers (Red. Rate)
Premium Haircare
Overall
Redeemers (Red. Rate)
Free shampoo
1936 (4%)
1047 (2%)
2,983 (3%)
Conditioner/Shampoo/Treatment: R10 off
909 (2%)
773 (2%)
1,682 (2%)
Shower Gel: R5 off
383 (1%)
363 (1%)
746 (1%)
Body Wash: R5 off
800 (2%)
1073 (2%)
1,873 (2%)
Deodorant: R5 off
1453 (3%)
2025 (4%)
3,478 (3%)
Total # of redemptions
5481
5281
10 762
Total # shoppers redeeming
2977 (6%)
2869 (6%)
5,846 (6%) 7

8. Redemption continued. Summary
Total of redemptions made by 5846 customers
2977 Dove shoppers made 5481 redemptions
2869 Premium Hair care shoppers made 5281 redemptions
On average 2 coupons were redeemed per person
Redemption rate is excellent: 6% (above 1% is ‘good’ for Current shoppers, 0.5% ‘good’ for New shoppers)

9. Contents Introduction Redemption Response ROI
Campaign summary & Recommendations 9

10. Targeted Coupon: Response
Response: customers who received the mailing and bought Dove products (includes purchases with and without voucher redemption). A more accurate metric for campaign success as the mailing acts as a call to action and a marketing message.
Offer
Current Dove
Shoppers (Resp. Rate)
Premium Hair care
Overall
Responders (Resp. Rate)
*Shampoo
2,604 (5%)
2,994 (6%)
5,598 (6%)
*Conditioner and Treatment
455 (1%)
624 (1%)
1,079 (1%)
Shower Gel: R5 off
477 (1%)
484 (1%)
961 (1%)
Body Wash: R5 off
1,107 (2%)
1,033 (2%)
2,140 (2%)
Deodorant: R5 off
2,872 (6%)
1,936 (4%)
4,808 (5%)
Total # of sales/responses
7515
7071
14 586
Total # of shoppers
5,248 (10%)
4,813 (10%)
10,061 (10%)
*We have looked at response metrics for shampoo overall as we cant determine whether the free shampoo or R10 off shampoo offer resulted in shoppers purchasing Dove in Clicks.

11. Targeted Coupon: Response continued.
Total of responses made by shoppers
5248 Dove shoppers mailed made 7515 purchases
4813 premium hair care shoppers mailed made 7071 purchases
Overall response rate is very good: 10% (above 2% is good for current shoppers, above 1% for new shoppers) 11

12. Contents Introduction Redemption Response ROI
Campaign summary & Recommendations 12

13. Return on Investment
Target
Total Mailed Sales
Production Costs
Existing Dove shoppers
R 188,816
R 210,828
Premium Hair care
R 188,490
Overall
R 377,306
R 421,656
Average spend R37.50 each from responders
R additional revenue to be generated by repeat purchases to reach breakeven

14. Return on Investment
It is important to keep in mind that most of the products were new so shoppers will drive ROI as they re-purchase. If, for example, a conservative 50% of the shoppers buy from this range of new products again at an average spend of R37.50 each, the following revenue scenarios are possible:
# Dove shoppers
# of repeat purchases
Additional revenue
5 030 1 R 2 R 3 R 14

15. Contents Introduction Redemption Response ROI
Campaign summary & Recommendations

16. Campaign summary
Overall campaign was very successful and generated the following response:
Redemption: 6% (5,846 shoppers)
Response rate: 10% (10,061 shoppers)
6 677 (5598 & 1079) customers bought new Dove Shampoo range
4 813 customers bought Dove for the first time
Responders redeemed, on average, 2 coupons each
Existing Dove buyers & premium hair care buyers responded in a similar fashion to one another
These shoppers will generate positive ROI as they repurchase
Not only is this a call to action, but also a brand awareness exercise so customers may shop at a later stage outside of the analysis period. 16

17. Recommendations
Continue to use targeted mailings to launch new products and gain new shoppers to the brands.
Test inclusion of sms reminder 1 week after mailing to further drive response.
Next mailing to be more focussed and reduce # of products marketed – existing mailing was very busy.
To stretch spend potentially target shoppers who have responded to this campaign with threshold offers, e.g. Purchase 2 or more products and receive the discount.
Consider extending the offer redemption period. The offer period for this mailing was only 28 days due to other (in-store) offers running before and after. Consumers may need more time to redeem multiple offers.

18. Thank You Belinda Walsh K&B Direct 021 797 1628 Belinda@kbdirect.co.za