Who is Furbnow? 

Furbnow plan and manage home energy improvements from start to finish. They survey homes, create a plan, produce specifications and nd manage the entire project.

Objective: to help people reduce their gas and electricity bills

In March 2024, Birmingham City Council, in partnership with Furbnow, set out to help people reduce their gas and electricity bills by offering practical and actionable advice.

They arranged a live webinar with Furbnow to share helpful information, advise on available funding, and answer any questions.  They decided to use doordrop to increase webinar sign-ups through a QR code or URL. In conjunction with More and Better, the team at Whistl Doordrop Media were appointed to plan, book and implement the doordrop campaign. The key objective of the Door Drop media was to get as many homeowners as possible to use the QR code and register for the webinar.

Solution: target specific properties that would be able to self-fund home energy

Targeting: Using More and Better’s acute understanding and experience of utilising property data created a data and audience targeting brief that combined with Whistl’s data sets they were able to target specific properties that would be able to self-fund home energy efficiency upgrades, including

• Targeting older properties, pre-2000
• Properties with current energy certification: D, E, F & G
• High propensity of home-owners
• Remove postcode sectors with a high propensity of renters, flats and maisonettes
• Geography: Within a strict geographical area covered by Birmingham City Council.
• Creative: A simple A5 2pp leaflet with clear messaging, statistics and an obvious call to action through a QR code and URL.

Results: successfully drove people to sign up to the Furbnow Webinar

The doordrop campaign successfully drove people to sign up to the Webinar and achieved the following results:

• 0.76% response rate from the QR code alone
• 40% of those who used the QR code then went on and registered for the Webinar
• 30% attended the Webinar which is essentially a conversion rate