Challenge:
Sky wanted to explore new opportunities to increase reach & discover new audiences. The challenge was to find a new cost-effective approach to add to their marketing mix. They already ran inserts in national press, but this channel didn’t perform well and they felt this was due in part to not being able to narrow down to specific audience genres/interests etc.
Impact:
We proposed third party inserts (TPI) allowing Sky to benefit from brand association, gain customer loyalty and trust, with inserts being delivered into the home when consumers are in high spirits having just received their parcel. We had visibility of all titles against different audiences within the market and introduced many titles relevant to the audiences we’d been tasked to target.
Results:
From previous experience we have always known that third party inserts perform with a higher response rate than press inserts, and we therefore predicted a 50% increase on this. We actually achieved 5 times the response rate Sky had achieved for press inserts and halved the CPA.
Outcome:
This has resulted in regular third party inserts bookings from Sky as we continue to explore and optimise this channel against multiple audiences and different offers. Volumes for each campaign average around 3-4 million reaching a large pool of potential new customers.
