2024 Bronze Sustainability

Entrant: Herdify

Agency: The Specialist Works

Client: Who Gives A Crap

Entry Title: Who Gives A Crap

Executive Summary

This fun, dynamic brand is on a mission to disrupt the global toilet paper market by shifting consumers to its subscription-based model. This presents a barrier, as the human brain does not adapt well to change.

Strategy

The strategy focussed on dramatically increasing campaign efficacy, to reduce waste and deliver uplift across all KPIs. The team harnessed Who Gives a Crap customer data, by using two comprehensive data projects with Pintarget - part of The Specialist Works - and Herdify.

These projects aimed to identify potential customer hotspots across the UK and were instrumental in creating lookalike audiences. Herdify uses behavioural science and AI to predict where herd mentality exists for any brand - in this case who’s most likely to buy - and exactly where they live.

Using first-party sales data, the AI-based system identified top postcodes for consumers with the highest propensity to buy the brand. The outcome was a robust volume of high-value prospective Who Gives a Crap customers.

Creativity

Messaging was carefully selected based on existing brand audience insight, which revealed the potential ‘eco-curious’ audience is actively seeking to change their purchasing habits to more sustainable, environmentally focussed brands.

Customers were targeted through localised OOH formats, Waitrose Storefront OOH D6s, and addressable TV. This multi-channel strategy ensured it reached the desired target audience with messaging specifically designed to highlight the sustainability, charity and positive social values of Who Gives A Crap.

Together, the agencies developed a list of potential copy lines tailored for these areas. For example: “1,108 Bums in Putney are uncrapping the world. Now if only we could uncrap Putney Bridge traffic.” The creative direction aimed to infuse a sense of fun into the messaging while leveraging data to make the potential customer base tangible.

Results

There was a notable uplift in new customer acquisition, increased subscriptions and one-time purchases in areas targeted with specific localised creative content. This approach also resulted in enhanced customer penetration.

A Waitrose Storefront OOH campaign successfully boosted store sales across 97 locations during the campaign period, with a sustained increase in sales observed even post-campaign. The Addressable AV efforts exceeded expectations, delivering impressions well above the projected figures. This also led to an above-industry average rise in incremental web visits and purchases, alongside a superior increase in overall response rates compared to industry benchmarks.

Uplift was strongest in the areas Herdify had flagged for brand-ready audiences. Finding new customers this new way means targeting more of the right people more of the time, avoiding wasted budget, wasted effort and wasted materials.

According to JICMAIL, 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

Mediabridge - Rik Sudra, Business Director - Amy Maskell, Account Director