Age UK raises funds to provide vital care and support for the UK’s older, lonely population. Over 1 million older people don’t get the care they need.
Age UK’s subscription Lottery was one of the charity’s core committed giving streams and a key route to growth. However, impending changes in legislation (GDPR) threatened to impact one of Lottery’s most effective method of recruitment; cold DM.
We conducted extensive attribution analysis to identify the optimal channel mix to reach new audiences and convert them into Age UK Lottery players for long-term sustainable growth.
Age UK Weekly Lottery now UK’s biggest charity lottery programme
New audiences reached, helping to significantly scale up programme
Age UK sales forecast exceeded by 8% with 21% lower cost per sale
In-depth analysis was crucial to help us develop an effective strategy. Building on our existing insight we used audience consumption tools and attribution modelling to understand key channels for our primary and secondary audiences.
Attribution modelling, using a combination of matchback and regression approaches, helped identify the true impact of channels in isolation and in combination, supported through more in-campaign test and learn activity.
We identified DRTV and door drops as the optimal channels to integrate with the existing channel mix. DRTV to provide scale, tell the story, create emotional engagement, raise awareness and increase conversion on other channels. Door drops to be used tactically to support activity in key geographic areas identified through mapping best customers and regional headroom and to drive conversion.
We adopted a multi-pronged approach across 3 key campaign phases:
- Test new channels (door drop and DRTV) with rapid analysis to unpick true drivers
- Optimise new channels to further increase recruitment and drive down CPA
- Continuous testing and cross-channel attribution for ongoing optimisation of integrated channel mix to continue to drive recruitment and decrease CPA
The key proposition for the campaign focused on the fact that the Lottery prizes are guaranteed with no rollovers.
Audience insight and creative testing revealed our primary audience were best engaged through humour and had a close affinity to animals.
The creative across the TV ad and door drops featured loveable dogs to illustrate the rollover idea and drive engagement, with several variations of the door drop created for different audience segments.
A highly granular approach was adopted for DRTV to buy specific TV spots relative to the audience and in humorous shows. Digital activity was aligned throughout, with search terms and spend tailored around spot timings.
Creative produced by Drayton Bird Associates / WPN
The new channels (DRTV and door drops) launched during the test phase of the campaign achieved immediate success and are now an integral part of the Lottery promotional calendar. The campaign successfully reached a new, slightly younger audience, contributing to a more balanced audience profile, indicating broader product appeal, and generating new players for long-term sustainability.
- Age UK Lottery programme now the UK’s biggest charity lottery programme.
- Record number of players month on month throughout campaign with 17/18 a record year.
- Age UK annual target exceeded by 8% with 21% lower cost per sale in FY 2017-18.
- Significant ROI improvements through channel mix optimisation.
The attribution modelling is now an integral part of campaign planning and has given Age UK the confidence to continue investing and scaling up the campaign.
DMA Awards 2018:
Best Use of Door Drops – Shortlisted
What they’re saying
“We have worked with Medialab for nearly 10 years now and are always impressed by their logical and analytical approach to campaign planning.17-18 was our best year ever for the Lottery –and much of the reason for our success was down to their input.”Alison FraserSenior Marketing Manager