Insert case study - Naked Wines

22 Aug 2012

Name or Proposer: Jim Bartys

Advertiser: Naked Wines

Media Buying Agency: Client Direct

Creative Agency: In-house team

Sector: wine – online retail

Format: DL 300gsm – with perf cut credit card pop out

Stand Out:

• Innovative creative – pop out credit card style easily allows offer to be retained by consumer in wallet/purse until it is required

• Strong offer - £40 off £60 case of wine

• High quality stock gives impression of premium quality product and allows for pop out to function superbly.

Commentary:

• Testing a new and innovative format enabled Naked to increase conversion considerably over their standard DL insert

• The money off wine voucher has been the control for the entire wine sector for some time and this new format also offered cut-through from the competition

• Naked also have used unique URLs and redemption codes to ensure all activity is correctly attributed to insert media

• They also used a number of variants testing slightly different wording to able them to optimise this new creative format going forward

Yashraj Jain

Research Manager

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