Submitted by: Helen Hall 16/08/2016
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.
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.
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.
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