The 2016 Performance Marketing Awards took place on Wednesday 26th April at Grosvenor House and, along with our client National Trust, we were proud to pick up the award for Best Offline Performance Marketing Campaign. This was specifically for the ‘Optimise and Innovate’ campaign which ran throughout 2015 with the aim of driving membership recruitment via direct response channels. The campaign enjoyed fantastic results, with National Trust achieving an all-time record year of new memberships.
The National Trust is a conservation charity dedicated to the preservation and protection of historic places and spaces throughout England, Wales and Northern Ireland. Medialab Group is an award-winning data-driven media planning and buying agency, dedicated to granular planning, customer insight and campaign innovation.
Medialab who worked in partnership with Mindshare, produced an integrated, multi-channel campaign, spearheaded by our data-driven approach. With a firm foundation on analysis, insight and channel selection, we were able to identify key audience segments helping to test new media and also uplift the effect of one channel against another. As well as fantastic results, the campaign helped create a renewed strategy which will help shape the future of the organisation for years to come.
Up against some stiff competition in our category from Asda, Voyage Priveé, twentysix and Thorntons/VoucherCodes, Medialab were ecstatic to pick up the award for a campaign which we are proud to be associated with. The awards evening was a great success and we’d like to congratulate all the winners and nominees on the night.
See everyone next year!