2021 Bronze Best Use of Unaddressed Print
08 Dec 2021
Entrant: Whistl Doordrop Media
Agency: Milestone Creative
Client: Who Gives a Crap
Campaign Name: Who Gives a Crap about Doordrops?
Campaign Overview
Who Gives a Crap's previous brand recognition in England wasn't 'tearable' but deserved more of a foothold.
The challenge was to raise awareness, increase sign-ups online, drive sales and have the brand on its way to sitting on the throne as the top brand for recycled toilet paper.
Strategy
The strategy was to doordrop a tangible item to engage prospect customers. Using customer data, the team created a targeting model to identify key postcode sectors within England that had a high propensity of prospect customers, booking it through the online doordrop booking portal leafletdrop.
It used Who Gives a Crap UK customer data, with a model built using a blended approach targeting householders with medium to higher incomes, and a propensity to spend more on quality FMCG products. Mosaic and relevant TGI statements were employed to get to the bottom of best potential areas to target.
Using this data, three location types were created: Metro London, Metro non-London and Rural, split to receive all artworks evenly between them.
Our targeting methodology identified the best 200,000 households with the highest penetration of quality-focussed and environmentally conscious consumers.
To ensure success, the model scored each UK postcode sector using an algorithm, taking into account the Mosaic analysis and TGI datasets. The campaign was then delivered to the highest-scoring 200,000 residential homes.
Creativity
The brand needed to select media that immediately stood out, delivering its unique and humorous messaging and grabbing the attention of the householder with a strong offer that would really stick.
Doordrop media perfectly aligned with the strategy, using a two-page A5 leaflet, with four different standout creative approaches.
The content was eye-catching and printed on high-quality recycled paper stock, with a simple CTA to the website to order, including a strong offer via the discount code.
Results
The Team
Whistl Doordrop Media - Harry Evans, Leafletdrop Business Development Executive
Who Gives A Crap - James Castles, Head of Special Projects