Delivering uplift in response of
over 140% in multiple A/B splits
Even with a strong incentive, national press advertising was a struggling channel. RR were poor and in decline, yet insertions were repeated with ever-diminishing returns.
Challenge
Increase ad performance by establishing the quality of the product and the strength of the incentive whilst being restricted to existing images and branding 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.
Ad Heirachy
Restructuring the sales argument from problem to solution. Helping the prospect navigate the ad quicker through design and language prompts.
Self-interest
Reorienting the features into compelling benefits show the reader, "what's in it for me?" Starting with a more powerful headline.
Magnification
Unsuring that no other element of the ad smothers the image (roundels, flashes, testimonials, copy) and increase the size of the hero shot as appropriate.
Incentive
UUse colour theory to group all the physical value information. Anything the prospect will receive from responding to the ad is in red.
Paper & Pixels consistently boost our ad performance across all offline channels
Kirsty Young, Head of Performance Marketing
Media boost: CPA as low as £6
DM
Volume: £180,000
Revenue: £310,000
Profit: £116,000
RR: 13.95%
PERFORMANCE
NATIONAL PRESS:
140% UPLIFT ON CONTROL
DIRECT MAIL:
RR: Over 12 %
CPA AS LOW AS £8
Ben, P&P Design Director
The Body Shop have recognised that offline can be a super responsive channel for them, easily competing with digital. The results across Door Drops, Inserts and Direct Mail speak for themselves!