DeadHappy serves people on lower income; a group often ignored by the traditional life insurance market. Their product is designed and marketed to make it easy, affordable and appealing to get cover. DeadHappy’s brand leans on hard-hitting and irreverent creative to disrupt an otherwise grey life insurance category.
As a relatively new entrant in a market with many legacy brands, standing out was only one piece in the jigsaw. ARM and DeadHappy had successfully scaled direct response TV from £50k per month to £250k achieving cost per acquisition and volume targets. DeadHappy challenged ARM to create a test which would determine the impact of investing above the direct response ‘efficiency ceiling’ to prove that there was room to scale their business.
The challenge
Minimise the impact on ROI in the short term whilst broadening the marketing mix, to include media which would not typically be regarded as DR.
The solution Follow the data, pull the thread.
DeadHappy’s primary target market is circa 2.2m individuals in the UK. With a relatively niche target audience, taking a national approach to deliver a high reach multi-touchpoint campaign would be a high risk tactic.
DeadHappy and All Response Media identified the Northern regions as being a blend of best value media pricing and highest audience efficiency. TouchPoints data was added to enrich the target audience, highlighting the potential media mix.
“The most difficult and brave choice of all , was to risk including other media, or double down on regional TV. The cost of regional TV compared to daytime DTRV prices would be too much to deliver on our goals. To succeed the strategy would have to combine broad reach, low-cost media to raise awareness, with performance TV driving the responses and sales.”
To remove any cognitive bias that the planning team might have had, the media channels were scored across 7 different variables to determine their suitability to deliver on the objectives. This is an extended version of the Suitability, Acceptability, Feasibility (SAF) framework. This process enabled us to order the candidate media channels based on data, in this order: TV, Door Drops, BVOD, Outdoor and Radio.
Touchpoints enabled us to further optimise the media placements. A key piece of insight was that for the target audience, the breakfast peak in radio was more important than the drive peak. This enabled us to deliver a better exit CPT against our target audience.
Our insight also showed us that people were more likely to respond in the morning compared with the afternoon – the hypothesis being that people were in an ‘action’ state of mind in the morning, compared with a ‘relax’ state of mind towards the end of the day.
The campaign relied on launching with posters, whilst using the door drops to convert after waiting until the coverage had been built, maximising the chances that people had been exposed to the campaign.
The results 5 x budget growth.
DeadHappy saw a 200% sales uplift in the test areas, compared with the 79% set by control areas. Adsmart delivered 80% reach of the target audience, particularly reaching light TV viewers. Over half (67%) of our VOD reach was unique; people we wouldn’t have reached through our TV campaign had we not had this live. Regional TV delivered large spots, driving immediate increased visits to site:
Brand Awareness increased by 250%, growing in exposed regions, demonstrating campaign success in moving the dial for brand health. Across the competitor set, we saw the best PoP consideration growth. Ad Awareness in exposed regions doubled from 4% to over 10% post campaign according to YouGov data.
“Our relationship with ARM is truly collaborative. They are analytical and reactive. This specific campaign was strategically focused and fundamentally insightful, which now allows us to scale for 2023 with confidence, and at pace“
Check out our onlineand offline services, or contact the team today to find out how we can combine TV and data science expertise to get the most out of your advertising budget.
Your Privacy Matters: Your privacy is our top priority. We are committed to protecting your personal data with the utmost care and respect.
GDPR Compliance: Our GDPR Task Force works tirelessly to enhance our compliance practices, ensuring your data and privacy is safeguarded.
You're in Charge: Easily navigate through the tabs on the left to categorise and manage the data we collect and its intended use. This feature puts you firmly in control of your personal information and how it's utilised.
Discover More: For detailed information about how we handle your data and protect your privacy, please review our Privacy Policy. It outlines our commitment to your data security and your rights as a valued user.
Thank you for trusting us with your visit.
Strictly Necessary Cookies
These cookies are essential to provide you with services available through our website and to enable you to use certain features of our website.
If you disable this cookie, we cannot provide you certain services on our website and we will not be able to save your preferences. This means that every time you visit this website you will need to enable or disable cookies again.
Analytical and Performance Cookies
These cookies are used to collect information to analyse the traffic to our website and how visitors are using our website.
For example, these cookies may track things such as how long you spend on the website or the pages you visit which helps us to understand how we can improve our website for you.
The information collected through these tracking and performance cookies do not identify any individual visitor.
Please enable Strictly Necessary Cookies first so that we can save your preferences!
Advertising and Targeting Cookies
These cookies are used to show advertising that is likely to be of interest to you based on your browsing habits.
These cookies, as served by our content and/or advertising providers, may combine information they collected from our website with other information they have independently collected relating to your web browser's activities across their network of websites.
If you choose to remove or disable these targeting or advertising cookies, you will still see adverts but they may not be relevant to you.
Please enable Strictly Necessary Cookies first so that we can save your preferences!
Cookie Policy
Like many websites, we use cookies to enhance your experience. They help us tailor content, provide better functionality, and understand site interactions. Your privacy is important, and you're in control. To learn more about our cookie practices, please see our Cookie Policy.
