Challenge:
A new to market, DTC brand, Natusan were made aware of the success of print channels driving online sales for James Wellbeloved (a fellow Mars Petcare brand we work with). The brief was to drive cost efficient new customers, with a target (CPA) of between £40-£50 given the current digital CPA of around £40. Natusan had been heavily reliant on paid social, however, had been seeing increasingly erratic performance post IOS update.
How we joined the dots:
Using Kantar TGI, we were able to establish not only the best media channels within which to reach the target consumer, but even as far as to which publications were most likely to be read and engaged with regularly. This data formed the basis of the insert campaign title selection, as well as decisions around pricing and discounting as the Natusan audience.
Results:
The campaign drove 358 sales, driving over £2.6k of sales revenue. Almost all titles delivered a CPA under the £50 target, making it more successful than the social media activity running at the same time.
Impact/Outcome:
Inserts have subsequently been used to generate further sales using the initial campaign to create greater success. More discount, creative and product testing was carried out to optimise performance and ascertain what ‘good looks like’ for Natusan being new to the print market.
