2024 Silver Unaddressed Print and Door Drops

Entrant: Whistl Doordrop Media

Client: Majestic

Entry Title: Door-drop delivers Majestic performance

Executive Summary

The retail wine sector suffered a drop in year-on-year sales of -9% leading up to Christmas 2023. Majestic needed a campaign to move it in the opposite direction.

Strategy

The team profiled each of Majestic’s RFV segments and created a Mosaic audience segmentation that was mapped on to the proprietary Zebra mapping tool to identify sectors around store catchments rich in existing and potential new customers.

Zebra sectors are ranked by coverage of HV customer segment profile to optimise offline targeting: door-drops and PAM. It identifies sectors with highest acquisition potential. Sector targeting drove media selection: OOH, Radio and TV channel selection. The door-drop strategy was to target the profiled audience within store catchment areas with the intention of acquiring new customers and winning back previous lapsed customers in areas in close proximity to Waitrose and M&S stores, driving as many into store as possible. Non-door drop control areas were included to measure the incremental uplift.

Creativity

The overall Christmas campaign had a 50% lower budget than in 2022 so the targeting and creative had to work harder to achieve the market trend bucking targets. The insights and customer profiles were used to write the creative brief, which focussed on fine wines in time for Christmas, when customers tend to spend more for better-quality wines.

The creative proposition was consistent using ‘There’s a story behind every glass’ theme that heroed Majestic’s staff wine knowledge and triggered store visits with a strong 25% off all fines wines was used in all channels.

A QR code took the customer to the French wine collection featured in the door-drop. Prompts to visit the store or go online gave the customer choice.

Results

Majestic reported its best-ever Christmas with a 8.1% sales rise. This was against a market that was 9% down year-on-year and a marketing budget reduced by 50% compared to 2022. The door-dropped areas showed a sales uplift during the campaign of 33% against the control areas that didn’t receive the door drop of 15%.

In the two weeks post-campaign the door-drop areas continued to show a 27% uplift, which indicates the longer-tail effect of door-drops over four to six weeks. The door-drop delivered the highest ROMI of all channels at 48.7:1.

The Team

Whistl Doordrop Media - Sonia Hitzelberger, Director Of Sales

&You London - Nic Edwards, Founder

Powerhouse Studios - Rebecca Jones, Client Services Director

Majestic Wines - Nick Jackman, Director of Marketing

Unifida - Julian Berry, Founder