DEFENDING A MARKET-LEADING POSITION
+18% ROI VS. TARGET
IN MONTH ONE
DEFENDING A MARKET-
LEADING POSITION
+18% ROI VS. TARGET IN MONTH ONE
The Challenge
Response rates were declining across Inserts and OTP, leading
to a noticeable dip in ROI
Without action, long-term channel performance and appointment volumes
were at risk
The Approach
Planned campaigns month by month, using the latest data to stay agile and make fast optimisations
Cut underperforming creatives, tested 74 new titles, and fine-tuned frequency to avoid audience fatigue
The Results
Month one smashed expectations
with an ROI uplift of 18% compared
to target
ROI and response rates have
continued to grow year-on-year through this approach
The Challenge
Response rates across Inserts and OTP were in steady decline, putting significant pressure on campaign ROI and efficiency
Without a refreshed approach, ongoing investment in these key channels risked diminishing returns and long-term viability
The Approach
Shifted to monthly planning cycles to capitalise on the freshest results and make faster, smarter optimisation decisions
Cut underperforming creatives, introduced 74 new test titles, and fine-tuned frequency to prevent audience saturation
The Results
Month one smashed expectations with an ROI uplift of 18% compared to target
ROI and response rates have
continued to grow
year-on-year through this approach
See more work
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