success stories. campaign objective broadcaster bskyb was looking to publicise the launch of its...

Success stories

Campaign objectiveBroadcaster 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


35% conversion of new customers and 22% upgrade of existing customers

Intelligent doordrop solutionA 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 resultsThe 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”


Campaign objectiveThe 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


Intelligent doordrop solutionOur 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 resultsA 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

IKEA has made doordrop a trusted part of its media mix

for 20+ years

Campaign objectiveIntelligent 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


Client: Specsavers

Campaign: Brand awareness

Category: Retail


Intelligent doordrop solutionSpecsavers’ 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 resultsIntelligent 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

Results have consistently augmented over the last

four years, driving increased volumes

Campaign objectiveKellogg’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


Intelligent doordrop solutionThe 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 resultsKellogg'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

46% opt-in exceeded all expectations and drove

desired sales uplift

Campaign objectiveEntertainment 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


Client: LOVEFiLM

Campaign: DVD & Instant Streaming

Category: Telecoms


Intelligent doordrop solutionWe 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 resultsThe 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

Broadband speed was an effective predictor

of response

Campaign objectiveNew 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


Client: Scottish Wildlife Trust

Campaign: Red Squirrel

Category: Charity


Intelligent doordrop solutionOur 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 resultsThe 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

Campaign objectiveFollowing 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


Client: BSkyB

Campaign: Sky Atlantic



3,500 unique views of the Sky Atlantic showreel

Intelligent doordrop solutionWe 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 resultsThe 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.”


“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.”


Campaign objectiveMarketing 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


Client: Acxiom

Campaign: Research

Category: Market Research


Intelligent doordrop solutionWe 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 resultsThe 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

Strong 9% response generated quality of

completes

Campaign objectiveThe 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


Intelligent doordrop solutionWe 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 resultsThe 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%

Year-on-year donation volumes +42%, ROI +38%

Campaign objectiveGlobal 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


Client: SCA Hygiene

Campaign: Velvet Tissue

Category: FMCG


Intelligent doordrop solutionFollowing 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 resultsAll 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

Across-the-board uplift in brand metrics

Campaign objectiveBroadcaster, 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


Format: Prime doordrop

Client: BSkyB

Campaign: Brilliant Packages


Format: Prime doordrop

30% uplift in customer acquisition and upgrades

Intelligent doordrop solutionWe 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 resultsThe 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.”


“As a tactical campaign the doordrop showed a strong level of response for the call centre to convert to sales in a

short timeframe.”


Campaign objectiveIndependent 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 solutionWe 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 resultsThe 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

73% uplift in enquiries and 250% uplift in web traffic

Campaign objectiveHillarys, 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


Client: Hillarys


Category: Retail


Intelligent doordrop solutionOur 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 resultsThe 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


performance

Campaign objectiveRemembrance 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 11-11-11-11 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


Client: Royal British Legion

Campaign: Remembrance Day

Category: Charity


Intelligent doordrop solutionWe 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 11-11-11-11

Field of Remembrance display at Royal Wootton Bassett.

Campaign resultsThis 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

£2.5m raised in donations and 28,000 new supporters

recruited

Campaign objectiveLeisure 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


Category: Travel


Client: Fred Olsen


Category: Travel


Intelligent doordrop solutionAs 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 resultsOver 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.


performance


performance

Thank you

success stories. campaign objective broadcaster bskyb was looking to publicise the launch of its...

Documents

ikea campaign

doordrop media

bespoke doordrop client

bskyb campaign

specsavers campaign

hd campaign

previous sky sports

sky sports subscription