2023 Silver Mail
11 Dec 2023
Agency: PSE
Client: HelloFresh
Entry Title: Homemover data rockets HelloFresh acquisition
Executive Summary
HelloFresh was seeking new ways to increase response rates. Life-changing events such as moving home often mean consumers reassess many parts of their lives.
Strategy
The team analysed the customer base against historic homemovers, enabled it to develop a clear strategy to build homemover data into regular testing plan.
The planning and data teams applied strategic thinking, knowledge of the homemover market and deep existing customer insights to ensure audience and timing of communication were spot on.
The agency recommended Royal Mail data and tested in September's traditional large mailing. It also identified and introduced new specialist homemover data providers and applied valuable HelloFresh customer profiles and insights, which had been learned from developing the channel over the previous three years.
The campaign tested the use of two voucher code cards last year which delivered the best CPA despite the slight increase in cost. Removable offer cards made the piece interactive, and gave the recipient two opportunities to respond, with the second card offering a great ‘introduce a friend’ opportunity with additional perks.
Creativity
he creative was a clean, attractive design with quick and easy CTAs, getting people to the recipes online in a couple of simple steps to see the exciting range of menus and the simple-to-order customer journey.
The creative carried unique QR codes that not only tracked code redemptions but also went straight to the recipes ordering page.
Eye-tracking software was used to constantly improve the layout of communications and understand where to place the offers.
Results
Homemover is now an always-on channel with over 1.2 million owner home moves per annum.
The new homemover dataset has seen an uplift in response rates compared to all other datasets of 64.5% when using the offer voucher code. Introducing Homemover data improved the overall CPA of the Direct Mail Channel by 26%.
The next step is to develop and test specific homemover creative and continued refinement of that data targeting models.
The Team
HelloFresh - Dan Hennessey, Senior Growth Marketing Manager - Charlotte Lovell, Growth Marketing Manager - Darcie Pryce, Growth Marketing Executive
PSE - Sam Benbow, Head of Growth - Chris Holton, Head of Data & Analytics - Chloe Bircham, Graphic Designer - Kirsty Young, Client Strategy Lead