Work

Making friends

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%.

55% reduced cost per acquisition
Faster speed to market
Reduced production costs

Project Objectives

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 GI Solutions, part of Go Inspire, were closest to the product they wanted to achieve and awarded Go Inspire the job.

Project Strategy

Jodie continues, “GI 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 GI Solutions came up with. It was high impact, clearly showed 4 push out cards and included personalisation. We agreed this format and GI Solutions printed and mailed it.”

Project Result

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.”

Let's talk

How can we help?

Let's talk
 
 
 
 
 
 
 
 
 

Pets at Home loyalty launch

Creating a successful rewards club, engaging Pets at Home customers, delivering incremental revenue and gathering vital business insight.

View case study

Every little helped

Using customer data to send personalised offers, in a secure and attractive ongoing campaign.

View case study

Making friends

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%.

View case study

No hidden charges

Creating a fully personalised direct mail campaign for over 6 million British Gas customers, driven by customer data, whilst ensuring security requirements were met.

View case study

Getting pounds for paws

An integrated offline/online campaign for over 2 million people, growing crucial donations for this fantastic charity.

View case study

Racing towards success

Creating a personalised campaign for participants in their Race for Life events, driving further sign-ups and increasing overall donations to the charity.

View case study
01 / 06
+ View all work