Try.Love.Buy, the market research product from Relish Agency, has won the Best Use of Insight award at the prestigious 2024 ALF Sales & Marketing prize ceremony in London.
The accolade was awarded to Relish/Try.Love.Buy following the delivery of a standout campaign for ASOS Face + Body. Utilising the retail giant's annual beauty advent calendar, the Whistl Group-owned agency captured valuable insights on consumer habits across multiple countries.
In doing so, a link to an online survey was printed on the base of the calendar, inviting respondents to submit their feedback on the 25 brands featured. Over 7,500 people from 74 countries took part in the survey with its 22.4% response rate significantly higher than comparable participation figures.
And by harnessing the insights and measurement capability of Try.Love.Buy, the Relish team was able to deliver vital findings on buyer behaviour and price sensitivity.
Methodology and reaction
In meeting the judging criteria for delivering a great piece of market research, Relish successfully demonstrated its ability to tackle a series of challenges. These included: international distribution, meeting multiple stakeholder objectives and developing favourable survey lengths.
As the advent calendar is sold globally, Relish and its Bespoke Projects team had to develop UK and non-UK surveys, with tailored prize draw terms and conditions and consent statements to cater for different country requirements.
And with a multitude of stakeholders, the survey flow and logic had to be thoroughly mapped out to meet various objectives.
With each brand wishing to collect consumer insights, this also challenged the Relish team to develop a survey of sufficient length and depth, without negatively impacting upon participation and completion rates. The end result was a survey that took 5-10 minutes to complete, with 67% of participants moving forward to the end.
Ultimately, not only did the campaign generate a high level of responses, its findings were also used to guide future product development, including production numbers, which brands to include, and price point considerations.
In a world where data collection is being impacted by policies on cookies and updates from Google and Meta, brands have to lean on every campaign they execute to gain insights, and not just via their traditional ‘data acquisition plans’. This was an excellent example of just one innovative way to do that."
Natalie Betts - Managing Director, Relish Agency
Share this article
You may also like...
