The Objective
Our campaign strategy was one of ‘less is more’
We felt that the net for door-drops had been spread to widely, so that we could use data insights to greatly reduce the number of sectors targeted to improve response rates, reduce wastage (useful when you’re a sustainably-minded brand) and so improve the CPA
To do this we re-profiled the most loyal customers and then combined the new Mosaic profile with Open-banking data to identify sectors with best coverage of people with active interest in sustainability and food subscription services.
We then overlaid existing customer levels to ensure we were hitting sectors that had larger existing Oddbox communities and higher levels of social media interactions and buzz about the brand.
The Campaign
Stand Out Creative Approach
The control creative was busy with all the right brand messages,, so our thinking was that we needed to create cut-through on the doormat hence the bold use of the odd-shaped cut out aubergine with no headline
This also allowed for multiple future campaigns to the same postal sectors using a range of odd-shaped fruit & veg… squash… cucumbers… or bunch of bananas!
We were also brave enough to simplify the messaging to core brand messages and ensure the offer was simply stated to increase traffic to the website where conversion to subscription was already good. •This worked as the QR Code alone increased traffic by 600% delivering 0.6% gross response rates
The Results
The targeting strategy means there are over 2,500 sectors covering c. 5million homes that could now be targeted to become new oddbox-homes!
Better Audience understanding Our segmentation has also proven the case for better TV brand campaigns (which &You are also delivering) to further improve response from Door-drops.
Commercially, we instantly delivered a CPA of < £45 well under the target of £100 and nearly as low as the days of lockdown.
Spreading the odd-word , we reached new postcode sectors and increased traction for the brand compared to the digital only activity in previous months.