Creating a personalised campaign for SKY customers, encouraging them to introduce a friend to their service, helping to reduce their cost per acquisition by 55%.
Sky operates the most comprehensive multi-channel, multi-platform television service in the UK and Ireland. Over 10 million households across the UK and Ireland enjoy an unprecedented choice of movies, news, entertainment, arts and sports channels.
One of the ways Sky encourages new subscribers is through its Introduce a Friend campaign. This asks customers to forward the details onto a friend who may be interested in the service for a reward.
Jodie Gadsby, Marketing Manager, Introduce A Friend (IAF) explains, “Our satisfied customers are one of our best recruitment channels and both the existing customer and the new customer get really well rewarded. But the mechanism for asking them to recommend Sky to a friend has to be easy to use to make sure everyone understands the offer and the promotion is easy to use. We come up with a number of ideas but need these to work in a fast-paced production environment. ”Sky liked one piece campaign direct mailer formats and knew having a separate card personalised to the recipient worked really well. To encourage this idea they wanted to include 4 personalised push-out cards. This proved a challenge to design and to ensure it worked well. The marketing team also had a limited budget, wanted to reduce their CPA (Cost per Acquisition), needed to achieve a sales target and had a limited time for turnaround. Working with the Sky Print Team, the IAF team looked at a number of options. They thought the format ideas presented by Go Inspire Solutions, part of Go Inspire, were closest to the product they wanted to achieve and awarded Go Inspire the job.
Jodie continues, “Go Inspire Solutions suggested 3 cutter guide options and paper types to meet our requirements. They liaised with our creative agency and Sky Print Management to ensure all the sizes and safety zones were adhered to at artwork stages. They also recommended paper types for the best result.” The format needed to work well on the inline personalisation presses. This method of production gives a fast turnaround as it prints, personalises and finishes in a single operation. This ensured the campaign met a tight deadline. “We really liked the format Go Inspire Solutions came up with. It was high impact, clearly showed 4 push out cards and included personalisation. We agreed this format and Go Inspire Solutions printed and mailed it.”
The results were impressive. Jodie continues, “We hit our deadlines, met our budget requirements and delivered a strong campaign for IAF which resulted in increased sales for 6 weeks. We are still accumulating sales but we have seen 995 sales from this campaign. Our CPA’s have dropped by 55% partly due to the improved format.”