Bupa: Amazing insights from data previously deemed insignificant
Agency: MEC UK
With marketing budgets under increasing scrutiny, the challenge was set to increase enquiries (calls) by 30% across the full suite of 278 Bupa Care Homes, juggling their varying needs with their vastly differing regional audiences.
Strategy
By making many small tweaks across multiple variables Bupa could deliver a big change in performance.
Analysing previous door drop campaigns showed areas to target, and Bupa found macro opportunities in increasing the regional sensitivity and establishing a hierarchy for supporting media.
It considered whether to repeat postcode sectors (to tell a story)...