CASE STUDY: BUPA

BRIEF

‘Tell a story’ to the decision maker. Test each campaign to form an output where findings could be fed-back into the planning process for all channels. Reach new and unique customers.

SOLUTION

Sectors received two distributions over two months to increase RR from 0.232% to 0.342% To avoid conflict with other catchments, planning was conducted in quarterly bursts resulting in support for a minimum of three months for each home.

RESULT

A transition from four to eight regionally targeted models delivered a RR uplift of 0.05 percentage points. Supporting media delivered 0.396 per 1,000 compared to 0.259 for DD alone.

ADDITIONAL SUCCESS FACTORS

A test framework was built to explore the impact of change in aspects of the campaign which would have otherwise been deemed insignificant. A range of differentiating findings were looked at, resulting in an increase of enquiries by 30% in 10 months.