Which?

MC&C and WPN

THE TEAM

Mike Colling, John Willacy, Chevy Wall, Chris Skone James, Tim Stuart Buttle, Bob Nash, Annette Thurgood, Andy Oram, Tod Norman, Jonathan Gandy.
Other contributors: Jellyfish – Search, Converso & RSVP – Telemarketing.

WHAT IS WONDERFUL ABOUT THIS WORK?

We took an acquisition campaign that has seen sustained success for four years, and significantly improved the results without changing product, offer, creative platform or material investment. We reached only 4% more of our audience, but response rose by 51 %, ROI by 44% and income by 62%.

OBJECTIVES

To improve acquisition and better understand how consumers are exposed to and interact with our messages. To get more efficiencies from our current budget without reducing ROI.

STRATEGY AND TARGETING

Our core audience are 'intelligent researchers'. They diligently research everything they buy, and are loyal members of Which? once recruited. They have specific research journeys: broadcast media reaches them at very initial research stages, often prompting them to consider researching. They use on and offline print media at the second stage of (category) research, and search engines at the final stage (product research). Which? had a presence in all these media but our insight was to maximise exposure of our audience to all three media as a whole, AND optimise exposure to the appropriate medium at the appropriate stage.