2024 Bronze Media Strategy

Entrant: Herdify

Client: Who Gives A Crap

Entry Title: Moo Gives A Crap

Executive Summary

How can you trigger responses and sales from brand-primed customers for a specific product while optimising budgets? By tapping into ‘herd mentality’.

Strategy

Consumers are fundamentally herd animals - we learn socially from those around us. A brand can’t easily convince people to buy, but friends and neighbours can.

Herdify is an innovative tool helping media planners to find audiences. Its AI predicts the spread of influence between people by identifying Herdify Areas. Traditional approaches to media planning don’t allow for the variability of human nature to adapt to the shifting tides of what’s popular.

Who Gives A Crap (WGAC) needed to find more people who are likely to buy its product, not consumers generally looking for environmentally sound or recycled products. Herdify top postcode areas are brand-specific (rather than category-specific) and can predict future sales: faster, cheaper, better-quality customers.

Creativity

Within 24 hours of uploading WGAC first-party sales data to a behavioural segmentation engine model, a bespoke list was created to identify UK locations where consumers had a higher propensity to buy the brand, increasing response rates. Downloading these postcode sectors, WGAC’s media buying agency was able to seamlessly include behaviourally relevant locations into the media plan - simultaneously increasing accuracy and decreasing waste.

The integrated campaign ran over six weeks across a number of channels including Digital OOH, addressable TV and door-drops. For some of the identified areas the team delivered eye-catching creatives, deployed across an integrated media plan. In doing so, WGAC only targeted consumers most likely to copy others in their local communities to reinforce herd mentality behaviour with contextually relevant, witty ad copy that dovetailed with its disruptor brand persona. For example: “1,108 bums in Putney are uncrapping the world. Now if only we could uncrap Putney Bridge traffic.”

Results

The campaign generated a significant uplift in new customer responses, with the average running at 3.4x higher. This uplift occurred to the greatest extent in the areas Herdify had flagged for brand-ready audiences (those most likely to buy loo roll on subscription). Finding new customers this way results in targeting more of the right people more of the time, avoiding wasted budget and effort.

According to JICMAIL the 525,305 door-drops generated an estimated 1,678,335 impacts.

The Team

Herdify - Tom Ridges, CEO - Ed Barter, Lead Data Scientist

The Specialist Works - Emma Martin, Managing Partner - Tom Goodall, Client Manager - Rachel Hall, Managing Partner - Carly Shrubb, Head of Audio, Publishing and OOH - Lee Baring, Managing Partner, Implementational Planning