If word of mouth was the seed, our mail campaign was the Miracle-Gro! This is how we saw a 168% increase in response rate…
The lay of the land
In the veg box game, Abel & Cole is an established brand with a loyal and engaged crop of customers. But, due to multi-box discounts and diminishing return on ad spend, their acquisition costs were growing as fast as a leggy onion.
Knowing that consumers are influenced more by those around them than by direct advertising, they wanted to tap into that offline influence and find the communities where their media would work hand-in-hand with real-world influence to increase the impact of their direct marketing.
It’s the combination that counts
We partnered with behavioural science powerhouse Herdify. Their innovative community detection insights platform taps into the herd mentality of humans. This allowed us to identify where Abel & Cole communities had sprouted in the real world – the streets, towns and cities where community recommendations and word-of-mouth had the most influence on sales and brand growth. This partnership meant we could use our combined expertise to help Abel & Cole get the most out of their first-party data to target exactly the right people.
Reaping the results
- The average door drop response rate in areas with detected Abel & Cole brand communities was 168% higher than in areas where no communities were detected
- The average response rate was 90% higher than when just our model was used and 40% higher than when just Herdify’s was used
- The average order value was 6.8% higher in areas with detected Abel & Cole communities
- The average number of box purchases required to see a positive customer acquisition cost decreased by 30%
Want to learn more?
If you want to read more about how we helped Abel & Cole, get in touch.
