Dementia UK: Creating a test and learn strategy to grow media inserts

25 January 2022


Dementia UK wanted to explore inserts to spread the word about their ‘Remember A Star’ Christmas campaign. They came to us with a stringent budget and high response targets which would be a stretch to achieve, along with a tight deadline.


We recommend new test titles to reach the target audience – to drive growth we needed to test more aggressively. The market was busy due to Xmas & we worked to tight timings to secure space the same day we were briefed. We provided recommendations on creative & competitive print costs that out-bid their usual printer, saving them hundreds of pounds. 


Dementia UK were delighted with the results of the campaign which exceeded their targets with 25% more donations than they had budgeted to achieve. This generated 10% more gift income than expected, resulting in an ROI 20% higher overall, with half of the titles and volume included being brand new test titles recommended by Join the Dots.


We secured additional budget to test Summer inserts and continue to run our successful Christmas campaigns each year. We are now exploring how we can further enhance performance through creative optimisations, newer test and audience discovery.

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