We’re Abel & Cole, trailblazers in sustainable shopping since 1988 – from our groundbreaking “packaging promise” to sourcing the very best organic and sustainable food, drink and more.
"Herdify helped us use community targeting to improve our already successful door drop campaigns with Whistl. The response rates in areas with Abel & Cole communities were 120% higher than in those without. As a result, we will be using Whistl and Herdify's modelling for our future door drop campaigns.”
~ Jessica Barham, Senior Marketing Manager, Abel & Cole
Before Herdify
We are an established brand with a loyal and engaged following, and wanted to use the power of our existing communities to engage new customers.
Communities are an important part of our brand growth story, and we’ve always tried to reward customer engagement with referral codes, subscriber discounts and club memberships. On average, our customers in areas with communities spend 10% more than those in areas without, so we wanted to focus our door drops to help target growth in these locations.
We’d had good success working with Whistl in the past to target our door drop campaigns, and wanted to see if using Herdify’s community scoring could boost the campaigns further.
The details
Abel & Cole took advantage of the partnership between Herdify and Whistl to run a targeted door drop campaign. The campaign combined Herdify and Whistl’s targeting models to fit postcode sectors for the campaign into one of three categories:
- Areas where Herdify and Whistl’s targets aligned
- Areas inside Herdify’s targets and outside of Whistl’s targets
- Areas inside Whistl’s targets and outside of Herdify’s targets
The Numbers
The Herdify data set was simple to work with, particularly when combined with Whistl’s easy implementation. There was very little work to do for us as a team at Abel & Cole.
We found that response rates were highest in areas where Herdify and Whistl worked together to find targets.
- The average response rate in areas with detected Abel & Cole communities was 120% higher than in areas with no communities
- The combined average response rate was 90% higher than when just Whistl’s model was used
- With a forecasted ROI of 13%, the return from just one campaign covered the Herdify cost for one year, including any future campaigns
After Herdify
Until engaging with Herdify, we weren’t making use of our brand communities to their fullest extent in the real world, away from social media and our CRM.
Herdify’s community insights helped us to detect where communities were forming, and target door drops to those areas. This helped reinforce brand recognition in areas where Abel & Cole was already being discussed and recommended.
We know that as an activation method, door drops can be highly effective. They’re a marketing material that can create several impressions if left on a kitchen counter or table, and they serve as a powerful nudge to purchase.
The door drops, in partnership with Whistl and Herdify, provided a prompt to purchase following those recommendations.
