Projects credited in
- MailmenMailmen shows how the most successful men and women in advertising have used direct mail to get them there. It was about harnessing the power of mail to speak directly to customers and make them feel special. This was the next iteration of the Mailmen site after the successful launch of the first campaign. There was a lot more content to deal with and the site had to be exciting and engaging to grab the attention of the users. I used a simple black and white photography approach with the strong colour palette to highlight navigational bits of content.
- TURNING FANS INTO CUSTOMERSGü Question: Social media got people to like Gü, but could it get them to buy Gü? Answer: As well as creating content that made our community feel special, we introduced the ‘Buy Button’, so people could buy our puds without leaving Facebook. This drove a 524% rate of change in incremental spend for fans. WHAT HAPPENED 524% - Rate of change in incremental spend for fans 12:1 - ROI generated by our activity THE SOLUTION We needed to get our existing customers to buy one extra pud at full price. This might normally be achieved through building, populating and maintaining a database which would need significant upfront and ongoing investment. We believed the most effective and efficient route was to build Gü’s relationship with customers through Facebook. We developed a three-tiered Social CRM programme, testing it against a panel of Fanatics, Fans and a Control group. We created new content every day – a mixture of news feeds, recipes and promotions – and responded to every comment, showing the same commitment to them as they were to the brand. Then we created the ‘Buy Gü’ button, enabling an impulse purchase in the online space. All that was needed was a click and their chosen Gü pud would automatically go into their supermarket shopping basket. THE RESPONSE The Facebook community grew by 1,400%. Not only that, 35% are engaging with the brand every month, and 75% have bought a new product. Incremental spend over 24 weeks for Fans was a 524% rate of change. Overall, the activity has generated an ROI of 12:1.
- THE X-RAY COLLECTIONGatwick Airport Question: How do you get travellers to buy more than just holiday essentials? Answer: We collected a range of high end products, posted x-ray images of them on social media and gave people one week to identify them. Gatwick got 3,377 entries,7,000 new Facebook fans and year on year sales were up 28%. WHAT HAPPENED 15% - Increase in Facebook followers 28% - Increase of sales year on year THE SOLUTION Following a major re-development and the arrival of several new retailers, we needed to make people aware of Gatwick’s first-class retail offering. To make sure travellers arrived at the airport feeling inspired to shop, we created an 8-week social media campaign which showcased some of the newer, more unexpected shops. The X-Ray Collection featured products which had been shot by specialist X-ray photographer, Nick Veasey, to make them look like airport security X-rays, and then cropped to make them even harder to recognise. Each week, we challenged our audience to identify a different product with £150 worth of Gatwick shopping vouchers for the winner. THE RESPONSE 3,337 entries. A 15.1% increase in Facebook followers, and an 8% increase in Twitter followers. A reach of over 146,000 (target set was 100,000). In the first month, sales were up 28% year on year. In particular, sales within the fashion retailers were up 66%.
- RE-LAUNCHING MAIL AS AN ADVERTISING MEDIUMRoyal Mail Question: How do you re-launch direct mail when the industry thinks both mail and the Royal Mail are boring? Answer: Create a new campaign identity called MailMen and use mail’s biggest critics as advocates. After just two weeks over 10,000 people had visited our site and 800 of them had downloaded our research report. WHAT HAPPENED 45K - Clicks from social activity 800 - Reports downloaded THE SOLUTION The world is only interested in digital, after 18 months of research Royal Mail had some exciting news. Mail is opened, read and kept, in fact 57% of people said mail made them feel more valued than digital and 87% said it influenced them to make online purchases. But the marketing community was tired of mail. So we created a campaign that replaced the Royal Mail logo with a playful new identity, MailMen. Then we got endorsements from the last people our audience expected - the cynics in advertising, digital, media and marketing. We launched with press, outdoor and digital. And once we’d got everyone’s attention, we used direct mail, edm and our website to deliver our research findings. THE RESPONSE After just two weeks: Over 10,000 new visitors to mailmen.co.uk – 800 reports were downloaded . 45k clicks from the social activity. 1.1m impressions from display advertising with 3k clicks to site.