Case Study

Retail

Using data science and timing to elevate premium product marketing.

BRIEF

A premium appliances company approached us with the need for a campaign that delivered both precision targeting and effective timing. Thus, the following objectives were outlined:

  • Executing a high-performance campaign to match the high-value nature of the product
  • Maximising impact and brand exposure
  • Utilising the Black Friday discount buzz with consumers to capitalise on the attention generated

SOLUTION

To meet these goals, we utilised a sophisticated data-driven approach focused on customer insight and predictive analytics.

  • Three key data planning components – overall customer profiling, tailored regional profiling and customer penetration analysis.
  • A gains chart analysis was used to determine the most predictive model, ensuring resources were focused on segments with the highest potential.
  • 65% of customers fell into the top two performing ACORN categories, highlighting strong profile outputs.
  •  Data was profiled against 3 separate datasets to achieve the highest discriminating target profile and least potential wastage.

 

RESULT

The campaign delivered outstanding commercial results:

  • An uplift of 312% in sales was achieved.
  • The use of unique QR codes allowed the brand to track and attribute incremental post-campaign sales with precision.
  • Door Drop volumes increased by a massive 238% whilst maintaining response rates for a premium product during an economic downturn.