Four Engage was tasked with supporting Abel & Cole’s mission to remain a market leader and increase acquisitions within the ever growing organic food and recipe box delivery scene. Though nurturing current customers remained important, our objective was to execute a targeted customer acquisition campaign timed around the key January sales cycle.
Through detailed insights and analysis, using our proprietary Mapper360™ methodology we audited owned channels, benchmarked competitors and analysed Abel & Cole’s existing audiences to determine the most valuable networks in which we could structure our content and paid campaigns. Using this unique methodology we identified eight distinct tribes whose digital footprints encompass the interests and patterns of engaging with relevant brands and influencers online.
The campaign ran from 26th December – 31st January and compared to their previous campaign in September we;
- Increased registrations by 57%
- Increased conversions (first deliveries) by 408%
- Reduced cost per acquisition by 53%
Since January Four Engage has been taken on as the incumbent agency, introducing Four Media to run the OOH activity and paid search and Four Brand to focus on their PR and events. This offers a single agency approach and an integrated communications platform.