2023 Silver Unaddressed Print and Door Drops

Entrant: Whistl (Doordrop Media) and Herdify

Client: Abel & Cole

Entry Title: Harnessing communities for door-drop success

Executive Summary

Abel & Cole is an established subscription brand with a loyal and engaged following. However, due to diminishing ROAS (return on advertising spend) acquisition costs were skyrocketing. It wanted to use the power of its existing communities to find new customers

Strategy

Using community detection insights, the team was able to identify where consumers were talking about the brand in the real world. In behavioural science terms, these community conversations are 92% more likely to result in a sale compared to any other type of advertising, because people trust recommendations from people they know.

The data showed that customers in areas with strong Abel & Cole communities spent 10% more on average than those in areas without them. The campaign targeted these locations, with door-drops as the performance activation channel.

Creativity

Abel & Cole used its control envelope creative, the best-performing format across the brand’s print media channels.

The key creative door-drop media principles included in the creative were:

• Can the recipient see immediately what they were required to do on the outer?
• Do they have to read through the whole letter to find out what to do?
• Connect the copy with visuals
• Include one or more ways to respond

A strong offer was used, giving £30 savings across the first three shops. This meant new customers would benefit from at least three boxes, thus more likely to become a long-term customer.

The envelope was purposely bold using the yellow brand colour, and included the offer in a roundel, as well as the hero fruit and vegetable box image. A TASTE2023 QR offer code and the customer postcode aided measurement.

Results

Abel & Cole benefitted from response up to 10 weeks after the door-drop hit targeted homes.

198 new customers were recruited from the door-drop, exceeding the target.

There were 538 QR code scans, an exceptional scan rate of 0.17%.

The Team

Whistl Doordrop Media: Susie Idle, Business Development Director - Rob Wilcox, Planning Director

Herdify: Tom Ridges, CEO - Ed Barter, Lead Data Science

Abel & Cole: Jess Barham, Senior Marketing Manager