Poundland
Retail
Challenge
Raise awareness of Poundland’s special offers aimed at attracting existing and prospective customers within the period leading up to Christmas.
Door drops were the third channel considered for the mix, which enabled hyper-targeting at postcode level against 6M+ households across the UK and the Republic of Ireland.
Strategy
Strategy
Using our proprietary in-house segmentation database and modelling, we were able to break down the audience by identifying their corresponding social economic group, allowing us to drill down as narrow as postcode targeting to reach customers households located no further than within a 2-mile radius from the brand’s stores.
The approach was to launch an integrated campaign, using some of the most prominent local and national daily print titles and radio stations, strategically selected to enable coverage throughout Northern Ireland and the Republic of Ireland.
Results
Results
9M+ The print campaign has achieved a readership of 3.8M+, the radio activity has generated 9.2M+ impacts, while the door drops campaign delivered significant reach to 6M+ hyper-targeted households.
1.3% The brand’s Christmas sales increased by 1.3% compared to previous year.
1.6M Poundland saw a record footfall of 1.6M customers on 23rd December.
More Works
(MRA — 02)
©2024
Poundland
Retail
Challenge
Raise awareness of Poundland’s special offers aimed at attracting existing and prospective customers within the period leading up to Christmas.
Door drops were the third channel considered for the mix, which enabled hyper-targeting at postcode level against 6M+ households across the UK and the Republic of Ireland.
Strategy
Using our proprietary in-house segmentation database and modelling, we were able to break down the audience by identifying their corresponding social economic group, allowing us to drill down as narrow as postcode targeting to reach customers households located no further than within a 2-mile radius from the brand’s stores.
The approach was to launch an integrated campaign, using some of the most prominent local and national daily print titles and radio stations, strategically selected to enable coverage throughout Northern Ireland and the Republic of Ireland.
Results
9M+ The print campaign has achieved a readership of 3.8M+, the radio activity has generated 9.2M+ impacts, while the door drops campaign delivered significant reach to 6M+ hyper-targeted households.
1.3% The brand’s Christmas sales increased by 1.3% compared to previous year.
1.6M Poundland saw a record footfall of 1.6M customers on 23rd December.
More Works
(MRA — 02)
©2024
Poundland
Retail
Challenge
Raise awareness of Poundland’s special offers aimed at attracting existing and prospective customers within the period leading up to Christmas.
Door drops were the third channel considered for the mix, which enabled hyper-targeting at postcode level against 6M+ households across the UK and the Republic of Ireland.
Strategy
Using our proprietary in-house segmentation database and modelling, we were able to break down the audience by identifying their corresponding social economic group, allowing us to drill down as narrow as postcode targeting to reach customers households located no further than within a 2-mile radius from the brand’s stores.
The approach was to launch an integrated campaign, using some of the most prominent local and national daily print titles and radio stations, strategically selected to enable coverage throughout Northern Ireland and the Republic of Ireland.
Results
9M+ The print campaign has achieved a readership of 3.8M+, the radio activity has generated 9.2M+ impacts, while the door drops campaign delivered significant reach to 6M+ hyper-targeted households.
1.3% The brand’s Christmas sales increased by 1.3% compared to previous year.
1.6M Poundland saw a record footfall of 1.6M customers on 23rd December.
More Works
©2024