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: Entertainment
Format: Bespoke doordrop
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
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
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
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
Format: Multi-Page doordrop
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
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
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
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
Format: Bespoke doordrop
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
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
Format: Bespoke doordrop
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
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
Format: Bespoke doordrop
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.”
Belinda Worrell, Senior Marketing Manager, British Sky Broadcasting
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
Format: Sampling doordrop
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
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
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%
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
Format: Bespoke doordrop
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
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
Category: Entertainment
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.”
Belinda Worrell, Senior Marketing Manager, British Sky Broadcasting
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
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
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
Format: Multi-Page doordrop
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
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
Format: Envelope doordrop
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
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
Campaign: Brand Awareness
Category: Travel
Format: Multi-Page doordrop
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.
Targeting refinement delivers sustained
performance
Campaign objectiveBroadcaster, BSkyB, was looking to target three key consumer groups –
sports viewers, family households and specific regions – to achieve maximum
impact, relevance and engagement with intelligent doordrop.
BSkyB’s localised doordrop campaign attracts new subscribers
Client: BSkyB
Campaign: Premium Sports
Category: Entertainment
Format: Localised doordrop
Intelligent doordrop solutionWe developed a predictive model,
based on a combination of insights into historical media response, seasonality
and a clear understanding of the current customer base by product. The creative execution was localised to resonate with
the target audience.
Campaign resultsThe segmented approach and localised
doordrop provided the relevance to drive great engagement with the
Premium Sports campaign. The exposed areas outperformed target by 20%.
“The segmented approach demonstrated doordrop could
generate a strong response in a Premium Sports campaign”
Belinda Worrell, Senior Marketing Manager, British Sky Broadcasting
Thank You