2011 Gold Best customer acquisition campaign | DMA
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2011 Gold Best customer acquisition campaign

01 Dec 2011

Client Acxiom

What is wonderful about this work? We used door drops to drive householders to an online survey with a unique two-stage mechanic. The instant gratification of a chocolate incentive and intrigue generated by the initial creative all meant consumer engagement. It provided a strong response rate and fill rates among an affluent audience.

What details of the strategy make this a winning entry? We needed to incentivise AB homeowners to complete an online survey, supplementing our lifestyle data. The new mechanic of offline to online complements our paper-based and online surveys. It was important to find new, desirable consumers, while not cannibalising existing channels and getting lower volumes from our standalone surveys. Building trust in the survey mechanic was also key. We chose a two-stage campaign. Using our consumer segmentation tool, we selected an extensive national group of AB homes, to ensure a representative response, then carefully planned targeting based on past performance, and modelled using geo-demographic targeting tools and broadband penetration. A smaller group of 100,000 households was picked for the test campaign. The door drop was the call to action on day one, with the incentive (a bag of Thornton's chocolates) delivered on day two, once the consumer had filled out the survey online. The door drop coupled with the instant reward actively encouraged new names to sign up online, expanding the database rather than just refreshing existing names.

How did creativity bring the strategy to life? Door drops have proven effectiveness in driving footfall and as part of integrated campaigns, but it was unusual to use them to drive people to an online survey. So we needed an incentive for all participants: a free bag of Thornton's chocolates fitted the bill. The creative treatment had to work hard too, so we started with an empty paper bag to build intrigue. It carried a bold image of the chocolate incentive, along with clear instructions on how to get it. The survey landing page had clear imagery and a clear call to action. A critical question was that of trust: the client isn't a well-known FMCG brand, so we agreed that Thorntons and TNT Post be the brand on collateral as they're known and trusted by most consumers. This way consumers knew they were on the right survey site, that their data would be secure and their incentive delivered.

Results The door drop has been used in a creative and effective way to generate high response rates and provide new data from UK households. The test campaign provoked strong response rates and survey fill rates among a demographically desirable (affluent) audience.

Judge's comment:"Executed simply but effectively, this campaign's innovative strategy truly integrated online and offline to drive excellent results." Heather Westgate, TDA

Team Jonathan Clough - Senior Manager, Data Acquisition, Steve Burden - Vice President Europe, Customer Information Products, Jon Phillips - Vice President Europe, Customer Information Products, Mevlan Eminaj - Team leader content specialist, Rana Rahman - Data acquisition, Acxiom, Adrian Wolczuk - Web developer

Other contributors TNT Post - Delivery and fulfilment, Thorntons - Chocolate incentive

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