OVERVIEW
Poundland
CHALLENGE
Raise awareness of Poundland’s special offers aimed at attracting existing and prospective customers within the period leading up to Christmas.
The agency was tasked with establishing an efficient media mix that would help push the brand’s message nationwide, and drive customer footfall to their Poundland stores across the UK, and their Dealz stores located in the Republic of Ireland.
Poundland was also keen on being provided with a cost-efficient and measurable solution that would enable hyper-targeting at postcode level.
STRATEGY
Using our proprietary in-house segmentation database and modelling, we were able to break down the audience by identifying their corresponding social economic group, allowing us to drill down as narrow as postcode targeting to reach customers households located no further than within a 2-mile radius from the brand’s stores.
The approach was to launch an integrated campaign, using some of the most prominent local and national daily print titles and radio stations, strategically selected to enable coverage throughout Northern Ireland and the Republic of Ireland.
“Door drops were the third channel considered for the mix, which enabled hyper-targeting at postcode level against 6M+ households across the UK and the Republic of Ireland.”
RESULTS:
9M+
The print campaign has achieved a readership of 3.8M+, the radio activity has generated 9.2M+ impacts, while the door drops campaign delivered significant reach to 6M+ hyper-targeted households.
1.3%
The brand’s Christmas sales increased by 1.3% compared to previous year.
1.6M
Poundland saw a record footfall of 1.6M customers on 23rd December.
