NATUSAN
IN PARTNERSHIP WITH JOIN THE DOTS
Anthea Turner with Nathan Rose & Luke Bamsey, Join The Dots
Natusan, a sustainable cat litter brand, worked with Join the Dots, an agency which had worked with James Wellbeloved (a fellow Mars Petcare brand) to test inserts as a tool to drive consumers to its website. It won the award for Campaign, Partnership & Channel Mastery: Door Drop, Direct Mail & Inserts.
A new to market DTC sustainable cat litter brand, Natusan – a Mars Petcare brand) had learned of the success of print channels driving online sales which Join the Dots had achieved for James Wellbeloved.
Its brief to Joint the Dots was fairly simple – to drive cost efficient new customers to buy the product from the Natusan website. Te target cost per acquisition was set at between £40-£50 given the then current CPA of around £40.
Until then Natusan had been heavily reliant on paid social, however it had been seeing increasingly erratic performance post IOS update.
Profiling work had been carried out on the existing pool of Natusan customers by Experian and so Join the Dots was provided with the insight to determine the best channels for reaching this audience. Tere were no creative assets specifically designed for a print marketing campaign, so these services were also required. Tere would be digital activity running at the same time as any offline activity, but the offline campaign would have a ‘best in market’ offer to incentivise code
30
redemption. Te test offers of 60% off and 70% off were each to be tested.
Using Kantar TGI, the agency established the best media channels as well as which publications were most likely to be read regularly. Tis formed the basis of the campaign title selection and inserts were deemed to be the best print channel. A budget of £27k was allocated for the campaign which was to go live in Autumn 2021.
Te primary message was sustainability, the best in market offer was repeated on both sides of the insert, together with Trustpilot scores, customer feedback & 2021 Pet Innovation award. FSC approved stock, vegetable inks and a single sheet format were used to minimise the carbon footprint.
274,000 pieces were inserted in 12 titles with 7 out of 10 delivering a CPA under the £50 target. 358 sales were generated, delivering £2673.85 revenue. Te learning was that magazines outperformed newspapers and that some of the more obvious titles selected underperformed and that the 70% off version drove higher sales resulting in a lower overall CPA.
homeofdirectcommerce.com | Direct Commerce
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