Data-driven door drop campaign uses
QR codes to drive big results.

 
Movember, the month formerly known as November, is when brave and selfless men around the world grow a moustache, and women step up to support them, all to raise awareness and funds for men’s health – specifically prostate cancer, testicular cancer, mental health and suicide prevention.

Go Inspire has proudly worked alongside Whistl to provide a door drop element to the annual fund raising for the past 3 years.

The 2020 version used a QR code which helped produce a much-improved end result.

Ambition.

Movember is renowned for its campaign to get men growing moustaches throughout November, but wanted to boost its supporter base. Using historical fundraiser data, a sophisticated model was utilised to target likely donors. Door drop media was selected as a GDPR compliant acquisition channel based on insights from JICMail.

Strategy.

Whistl and Go Inspire partnered to deliver the solution. Whistl demonstrated that the younger target audience engages through the channel providing the message is relevant. A bespoke targeting model was devised based on 43,000 historical postcodes of anonymous fundraisers, and national and regional Mosaic profiles. Whistl blended secondary targeting with TGI profiles for UK homes who take part in national events or donate to causes through sponsorships. An algorithm scored each postcode sector and these were grouped into ten equal segments for Royal Mail distribution of a six-page leaflet to 250,000 homes.

Strong imagery and bold typography from Movember’s Shave the Date advertising was used for the impactful roll-fold leaflet. It harnessed shareable content to show why people should sign up to shave and grow, with the option to claim a free Gillette razor.

Each page ran a poignant message, written clearly and concisely about why a high proportion of men die young. The printed leaflet outlined the steps clearly in a way that didn’t allow people to claim the razor without first registering. Only 20,000 razors were secured for the incentive, and the doordrop was delivered to 250,000 households.

A trackable QR code, enabled scanning donors to arrive from their mobile device directly on to the Movember Donation page, these donors utilised the leaflet as the information piece and were able to donate in seconds without having to navigate through the charity website to make their donation.

Results.

• 3,713 donors were generated, giving a total response rate of 1.48% of which 79% were new donors
• There was a donation value of £252,725 resulting in a campaign ROI of £8.19
• Movember achieved incremental sign-ups from 780 existing donors, while 5,000 free razors were claimed
• The doordrop generated a four-fold uplift in response value (+264%) vs. the control
• Uplift analysis shows an overall campaign ROI of £10.20
• The trackable QR codes provided 21% of the total direct responses with a conversion rate to sign up of 34% for donors arriving directly at the Donation page vs 30% who visited the site by typing the Movember URL into a search engine

A little more information on the benefits of QR Codes.

• Using trackable QR codes enables brands to substantially reduce PPC spend as they allow the consumer to by-pass the search engine and land specific web pages or offers on the website relating to the subject matter
• They also reduce the number of clicks for the consumer to interact from initial engagement through to digital purchase or donation
• Tracking QR codes by geographical regions (Door Drops) or publications (Inserts), helps brands understand how consumers are interacting with offline Marketing communications, and driving online traffic
• Tracking the code enables brands to see ‘live’ interactions with the QR codes (by publication or region) via their internal Google Analytics account. This enables brands to collect, analyse and segment. Data findings are then integrated with existing data to aid planning of future Acquisition and Retention Marketing activity.