Case Study Waitrose
Aims to Drive Long-Term Subscriptions Through Interactive Media Campaign
Tails.com is a subscription service disrupting the world of pet food for good, creating truly tailored food for every dog they serve.
When planning their doordrop media campaign, their main objective was to increase long-term subscriptions by utilising a distinctive media channel that creates a tangible interaction, enabling dog owners to learn more about Tails.com and adjust their purchasing habits.
Tails.com Partners with Whistl for Targeted Doordrop Campaign to Reach Key Customers
Tails.com chose Whistl as its doordrop partner for its advanced targeting capabilities and robust data sets. By leveraging anonymised postcode-level data, Whistl and Tails.com identified relevant postcode sectors, enabling direct engagement with potential customers at home, where essential purchasing decisions are made.
Envelope Format Drives +173% Uplift in Orders and Sales for Tails.com
Creative Results: Whistl implemented a test versus control matrix to ensure each creative had an equal opportunity for success. The testing revealed that the envelope format, commonly used by other subscription service brands, was the most effective (compared to the leaflet format).
This format delivered a +173% uplift, driving more orders, higher sales, and an increased average order value (AOV), despite the higher print costs associated with it.
Doordrop Media Delivers Tangible Reach and Achieves KPIs for Tails.com
Overall Results: Tails.com invested in Doordrop Media for its ability to deliver greater tangible reach compared to other media channels while meeting key performance indicators (KPIs). Whistl was tasked with achieving the expected number of sign-ups and CPA targets, and we are delighted that these KPIs have been successfully met.
JICMAIL research indicated that print media channels such as
door drops were better at creating more readability,
thus a much higher attention effectiveness multiplier of x3 to x5.
It has been a pleasure working with Whistl on our doordrop test-and-learn strategy. Partnering with a credible and reputable company with ESG, IIP, and ISO certifications was essential for us. Whistl's expertise has challenged our default insert creative formats, showing the difference that comes from working with true experts. We've also benefited from added value thanks to their JICMAIL platinum status and DMA membership. For any brand seeking data-driven insights, innovative models, and expert guidance on creative formats, we strongly recommend Whistl.
Marion Queffurus - Performance Marketing Manager Tails.com
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