Gourmet DM THANK YOU NOTES by Rapp Auckland

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Industry Pet Food, Pet Care Products & Services
Media Direct marketing
Market New Zealand
Agency Rapp Auckland
Executive Creative Director Wayne Pick
Creative Director Daniel Wright
Producer Tim Cullinane
Released June 2009

Credits & Description

Category: Fast Moving Consumer Goods
Advertiser: HEINZ WATTIE'S
Product/Service: GOURMET DOG FOOD
Date of First Appearance: Jun 8 2009 12:00AM
Entrant Company: RAPP NEW ZEALAND, Auckland, NEW ZEALAND
Entry URL: http://www.alotoflove.co.nz
Associate Creative Director/Art Director: Patrick Murphy (RAPP New Zealand)
Senior Copywriter: Susan Young (RAPP New Zealand)
Executive Creative Director: Wayne Pick (RAPP New Zealand)
Senior Designer: Katie Benge (RAPP New Zealand)
Creative Director: Daniel Wright (Tribal/DDB)
Production Manager: Andy Robilliard (DDB)
Group Account Director: Colin Rebairo (RAPP New Zealand)
Account Director: Libby Weston-Webb (DDB)
Producer: Tim Cullinane (Tribal/DDB)
Media placement: Direct Mail And EDM - 10,000 On OneCard Database - 8 June 2009
Media placement: Shelf Vision Point Of Sale - 239 Stores - 8 June 2009
Media placement: Online Banners - Trademe.co.nz, Yahoo.co.nz, Great New Zealand Survey - 8 June 2009
Media placement: Website - Www.alotoflove.co.nz - 8 June 2009
Media placement: Follow-Up EDM - Email To 1814 Customers - 8 June 2009

Describe the brief/objective of the direct campaign.
With changing lifestyle trends, the number of small dog owners in New Zealand was growing – but the segment wasn’t being recognized as unique. Our challenge was to introduce them to Gourmet Dog, a new dog food for small dogs, in a way that was meaningful and relevant to them. Specifically, we had to achieve a 3% response to a mailing to 10,000 prospects who had purchased competitor brands in the past 5 weeks, a 30% open rate on emails and a 5% response to our promotion, equivalent to 500 new customers. Our strategy was to show owners we understood the intimate role their small dog plays in their family and emotional life.

Explain why the creative execution was relevant to the product or service.
By recognising that this audience needed to be treated differently, and giving them a non-threatening space to come together for the first time and publicly say ‘thank you’ to their dogs for their unconditional love and affection, we were able to win the hearts of small dog owners across New Zealand. At last, a NZ brand demonstrated that they really 'got' what being a small dog owner is all about, establishing a relationship and creating an accessible database that could be used to create opportunities to sell on additional products as the range grew.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
We created a special website, alotoflove.co.nz, and offered people with small dogs a chance to write a 'thank you' note to their beloved pets. In return, they could win a pet portrait by the internationally renowned Rachael Hale studio – a prize insights showed no small dog owner could resist. To launch the campaign, we sent prospects a free sample and a coupon, and also spread the word via point of sale and online banners. Once online, customers completed a form with details like their dog’s name, breed, birthday, ‘pet loves’ and ‘pet hates’, giving us valuable information for future communications.

Describe the results in as much detail as possible with particular reference to the RESPONSE of the target audience including deliverability statistics, response rates, click throughs, sales cost per response, relationships built and overall return on investment.
Small dog owners leapt at the chance to express their affection for their beloved pets. From our mailing to 10,000 people, we’ve had over 7,750 visits to the website. 2,871 individual thank you notes were written, creating an almost unprecedented 18% sign up rate (more than 3X's our objective). The notes were searingly personal – including messages like ‘thank you for being there when I was lonely’ and ‘thank you for being the best therapy in the world.’ 8.6% of the coupons were redeemed –3 x industry standard. And the follow-up email had a 51.64% open rate, more than double the industry standard of 18.5%.