New Customer Acquisition Direct Mail Case Studies
PrePay Power: For the person who hates getting bills in this home
Agency: Acorn Marketing
PrePay Power is Ireland’s new ‘pay as you go’ electricity provider. They launched in 2011 with a unique targeted campaign that tested door drops and consumer message to drive effective customer acquisition. The campaign was conducted cost effectively to a specific area of households in Dublin as a controlled launch pilot designed to give learnings to ramp further and scale nationwide. This campaign demonstrated how to cleverly use door drops to drive response rates close to that of addressed direct mail. It also shows how media testing can provide you with a platform of results and analysis to scale demand further as you ramp up your volumes. The campaign delivered exceptional ROI with customer acquisition numbers 307% of plan.
123.ie: Ivan in the Real World
Agency: Acorn Marketing
The car insurance market was an extremely competitive space in 2011. There were more players offering a very similar proposition, all vying for a smaller market with drivers in decline. 123.ie had seen record growth in 2010 and boasted 170,000 customers towards the end of the year. They were faced with huge growth targets in 2011 but not the same growth budget to achieve this. This campaign is an excellent example of how 123.ie successfully achieved demand 117% of plan and grew customer acquisition significantly with only 12% more budget. To achieve their growth targets, they launched a completely new creative campaign at the beginning of 2011 which changed their brand positioning to address some challenges in the market. they also refined their metric model to analyse the results of their media performance further to help them identify the most cost effective vehicles to use. The combination of this new creative positioning and a rigorous testing model resulted in their best results ever in customer acquisition.
Agency: Ask Direct
This campaign, which focused on the core proposition of Barretstown - that you can help a child with cancer at Christmas with a gift of just €25 - produced an excellent response from old audiences. It combined the emotional power of a first person story from a young girl battling with cancer with the stamp of approval of medical practitioners. It recruited 62% more donors than projected, 38% cheaper than expected making it Barretstown's most successful acquisition campaign since the onset of the economic downturn.