2014 Silver Best Use of Email Marketing
14 May 2015
Proximity London
'Supersavvyme Email Programme'
Client
P&G
Team
Joanne Powell - Planning Director; Lily Tidy - Planner; Timothy Field - Account Executive; Colleen Hayes - Senior Account Manger; Claire Pache - Planner; Penny Boylan - Project Manager; Claire Tusler - Data Planning Director; Clare Stewart - Senior Data Planner; Peter Aston - Designer; James Fell - Account Director; Sarah Buller - Art Director; Jon-Paul Banks - Copywriter
How did the campaign make a difference?
Supersavvyme has become one of Britain’s most successful social platforms. Now P&G needed to hold the interest of busy mums month in, month out.
A new We/Me strategy used consumer insights to drive more people to the site than ever before.
More than simply refreshing performance, Supersavvyme transformed it. P&G are now serving these busy mums two emails per week – with open rates up 20% and click-through by 40%.
That’s 5,000 more people visiting the site from every email – and 40,000 more per month.
Strategy
Supersavvyme.com is bursting with content that meets mums’ needs – from “the best way to get rid of nasty stains” to “the latest hair up-do.”
Regular email has always driven visits effectively based on personalised content, but the programme needed reinvigoration – without new content or budget.
Online conversations revealed that mums’ routines and rituals changed through the week – and that they felt the drudgery of Monday and the delight of Friday in the same way as a full-time office worker. In her head, the week was divided into ‘We’ time (looking after the family) and ‘Me’ time (looking after herself).
A new email strategy provided mums with more relevant content for the time of the week – with everything framed around ‘We’ content (family-focused tips and coupons) or ‘Me’ content (with an emphasis on beauty and lifestyle).
Creativity
P&G developed a new an editorial look and feel, with each email resembling the front cover of a magazine. Copy was reduced, with punchy, purposeful headlines that got straight to the point. A journalist was employed to oversee the creative.
‘We’ emails are full of support and encouragement. P&G becomes a smart and savvy friend who likes to keep you in the know with the very best secrets, helpful tips and advice. ‘Me’ emails feel cooler, elegant, indulgent and focus on beauty and glamour.
‘Little Lifts’ emails ease mum into the week on Mondays and ‘Instant Wins’ on a Tuesday or Wednesday give hints, tips and useful information – before a change of gear towards ‘Me’ content later in the week. An additional newsletter gives the best of both ‘Me’ and ‘We’ content for the month ahead.
Results
By putting mum’s needs ahead of product propositions, P&G has enjoyed its best email results ever.
The traffic delivered to the site from email has increased in volume and is more engaged. Despite reducing the number of emails sent by 50%, website sessions are up 500%. Bounce rate is down 22% whilst number of pages visited is up 41%. 8% of lapsed users have been reactivated.
It means a household registered to Supersavvyme will spend 18% more on P&G than the average UK household. By delivering 209,000 more users to the website, the campaign has delivered a multimillion pound payback in incremental revenue and continues to reach up to 50,000 mums every day.
This strategy has now been deployed globally across P&G’s markets, illustrating the impact and success of the insight and creative thinking.
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