Challenge: As a start-up brand trying to break into the subscription food box market, they wanted to test a tangible media channel that would enable them to talk to consumers in their home where KEY decisions are made. Referring to JICMAIL research that ‘print’ media would give more attention and engagement, and cost only 7p per minute vs other channels.

Solution: Earth & Wheat partnered with Whistl to explore how doordrops could grow brand awareness as well as recruit NEW sticky customers, the focus was very much on high lifetime value and low churn rates.

Results:

• 36% uplift in sales value where both the Whistl targeting and Herdify hotspots overlap.
• The doordrop resulted in 882 QR scans (that’s a 0.44% RR on QR scans) and,
• Generated valuable customers with an average 2.19 number of orders within a 6-week post campaign period

• After analysing the results from 6 and 12 months following the campaign, 87% of doordrop subscribers were retained, establishing doordrop as the leading media group for subscription retention.

• 12 months later, Doordrop is the highest performing channel for average sales value and ranks third in terms of the number of orders.

Natasha Holmes, Brand Manager at Earth & Wheat explains, 

"Whistl undertook a detailed audience discovery, and literally held our hands on creative best practice using AIDCA (Attention, Interest, Desire, Conviction, and Action). 

We tested a 4-page creative to allow enough space to explain who we are and ‘What's In It For Me?’ (WIIFM) to the consumer. 

Whistl’s eye tracking and recommendations made us rethink our first draft, meaning we had a strong hard hitting doordrop creative.

With Whistl’s advice, we gave consumers enough choice on how to respond to us or ‘find out more’."