{"id":1122,"date":"2020-11-15T17:15:06","date_gmt":"2020-11-15T17:15:06","guid":{"rendered":"https:\/\/staging.best-of-inhome.be\/?p=1122"},"modified":"2020-12-08T17:46:26","modified_gmt":"2020-12-08T17:46:26","slug":"telenet-play-campaign","status":"publish","type":"post","link":"https:\/\/staging.best-of-inhome.be\/?p=1122","title":{"rendered":"Telenet Play campaign"},"content":{"rendered":"\n
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Campaign Objectives<\/h4><\/div>
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Cross-selling during a relevant moment for families with (grand)children: the school holidays.
Telenet sends letters to families with kids, young adults and grandparents right before the holidays with a special promo to watch Play for free until the next holidays (Spring & Easter holidays)<\/p><\/div><\/div><\/div><\/div><\/div>\n<\/div>\n\n\n\n

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Media Characteristics<\/h4><\/div>
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The approach DM (letter) with promo code, describing the USP\u2019s of Play in a simple way.
They targeted Play \u201chigh potentials\u201d | Families with kids, young adults and grandparents.

(1) Media mix Spring: Direct Mail only
(2) Media mix Easter: radio, online bannering, social media, pre-roll + Direct Mail<\/p><\/div><\/div><\/div><\/div><\/div>\n<\/div>\n\n\n\n

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Reason Best Practice<\/h4><\/div>
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– Boost your sales with Direct Mail in the mix
– Enter the right home at the right time with the right message (DM=relevant)
– Convince other (difficult) profiles with Direct Mail in your mix
– Attract with a strong promotion and harvest the results until long after<\/p><\/div><\/div><\/div><\/div><\/div>\n<\/div>\n<\/div>\n\n\n\n

Reason Best Practice (cont.)<\/strong><\/p>\n\n\n\n

Boost your sales with Direct Mail in the mix<\/strong>
Both standalone Direct Mail or on top of a classic media mix, the activation boost of DM is highly effective.
clear added value: +353% vs +313% conversion uplift, +240% vs +244% sales uplift
Enter the right home at the right time with the right message (DM=relevant)<\/strong>
Families with kids were the perfect target, whereas school holidays were the perfect timing. A tailored 121 message in the heart of the home topped it off as the perfect message.
Impact of good targeting: 1\u20ac returns 5,18\u20ac within strongest target
Convince other (difficult) profiles with Direct Mail in your mix<\/strong>
Families with kids and mediors\/seniors showed the highest conversion uplifts, indicating a clear added value of Direct Mail on top of an above the line mix
These conversion uplifts where also reflected in the barometer results: 80% recall amongst families with children versus 60% for others targeted
Attract with a strong promotion and harvest the results until long after<\/strong>
A strong ROI is guaranteed as new members will stay member for a long while after.<\/p>\n<\/div><\/section>\n\n\n\n

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