The Wine Society
Working together to develop an effective win-back campaign that creatively wows and drives response rates.
Find out moreHelloFresh is the perfect cooking solution for a time-poor person who wants to eat healthy, exciting food and make mealtime something you can share.
HelloFresh is a brilliant, life-changing product. Direct mail was already the most successful acquisition channel, so any new data source had to work hard. Therefore it seemed appropriate to tie in marketing to homemovers as a key life stage event.
THE PROJECT
We already knew who to reach, but other than content strategy and formats we were looking for new ways to increase response rates. ‘Life Changing Event’s’ such as moving home often mean consumers reassess many parts of their lives. We analysed the customer base against historic homemovers, and this enabled us to develop a clear strategy to build homemover data into our regular testing plan.
THE DATA INSIGHT
We matched all segments of the HelloFresh customer base against homemovers over a few years and the analysis showed that the move acted as a trigger to change eating habits and sign up for HelloFresh. The insight also showed the profile of mover and property that would drive best results.
THE CREATIVE
HelloFresh have developed winning formats and content after considerable testing, so we decided to use the same acquisition creative used elsewhere. After all we were testing a new audience and the element of timing in the communication, so we didn’t need to add another test element at this stage. The creative works. Its clean, attractive design with quick and easy CTAs, gets people to the recipes online in a couple of simple steps via QR Codes.
THE OUTCOME
The results were huge, showing a 28% uplift in response rates over already high performing data! With agency and client working in true collaboration we developed a clear strategy to maximise this huge opportunity. Through a combination of creative, introducing and testing data sources and applying HelloFresh customer insight, the home mover channel now performs at over 64% higher than all other high performing data sets.
The work was also recognised by the industry, winning Silver in the DMA Awards Mail category in 2023.
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