Introducing Press as a viable channel
and delivering CPA as low as £8
EasySleeper had built its business using paid social and google ads. However, the response was tiring, and they needed to find new routes to market.
Challenge
Attract a new audience base using only the existing Facebook and website branding and imagery assets.
Scarcity
The gift offer-end date on previous campaigns was buried in the terms and conditions. Dialling up the significance of this is a powerful trigger to act.
Creative tuning
Deliver high-performing direct response insert and direct mail, yet still adhere to the brand's fresh, uncluttered branding and design assets.
Media
We felt the product should tempt a much broader audience than just 35-50 females. So we recommended testing national press, thinking the product aligned well with a mature title demographic.
Heirachy
Structuring the sales argument from problem to solution. Helping the prospect navigate the ad quickly using design and language prompts. .
Long copy
To explain all the benefits we need to communicate; you need long copy. Not only does this help the reader picture themselves solving their own problem, but because all the detail is there, people self-qualify themselves. Significantly increasing conversion and reducing returns.
Working with James and Paper & Pixels has opened up a whole new marketing channel we didn't realise was viable
Alex Gatehouse, CEO
Authority
We suggest running a soft endorsement for any unknown brand. Something like ‘Introductory offer for readers of [TITLE]’. This tactic helps reassure the reader that the EasySleeper is credible.. .
Validation
Ensuring the industry expert has a prominent position is key to instilling confidence in the product. After the headline and picture, their quote will likely be the next element read.
Media boost: CPA as low as £6
DM
Volume: £180,000
Revenue: £310,000
Profit: £116,000
RR: 13.95%
