- Objective: Centrepoint moved to All Response Media from a large network in 2017. We were tasked with increasing campaign effectiveness across offline and online media; enhancing attribution; and up-weighting TV delivery on variables that were the most efficient, such as day of week and stations.
- Strategy: By exploring Centrepoint’s historical data, via our proprietary response analysis platform, ARMalytics®, we carried out a full audit of past activity using RAPsure (a function within ARMalytics®). Analysing the data on a micro level, the campaign was delivered as planned by our media-integrated teams. We also deployed a fully restructured paid digital activity and expanded into Facebook.
- Results: The campaign delivered a drop in cost per SMS, despite increased TV investment. Facebook activity generated vastly greater donations versus the target set.