Direct Mail, Profiling, Customer Acquisition

Delivered record YoY sales

Overview

Nat Geo Kids is the world’s number one selling kids magazine, but in the UK they knew very little about their customers, particularly the difference between customers who subscribed themselves and those that gifted a subscription.
 
 
Also, they were dealing with ever increasing levels of cancellation and lower levels of new customer sign ups.

 

Solution

We started with very ‘little data’ only holding contact details & transactional datasets. We split the database into subscribers and gifters… and secondly by live & lapsed subscribers.
 
We then used lifestyle profiling and data mapping tools to identify x4 key persona groups:
  1. Stay at home educating mothers
  2. Professional working mothers
  3. Cool Aunties
  4. Grandparents
For each group we provided a full persona including demographics, life-stage, lifestyles, attitudes, social engagement and messaging requirements.

Results

Our 4 key customer personas have been used across the NGK business to drive magazine content, messaging and design.
 
Furthermore, it was instrumental in driving partnership marketing initiative with Lego, Tesco’s and ZSL.
 
We developed the insight output into a full-colour creative brief for a direct mail campaign in the lead up to Christmas which has helped delivered record subscription levels.