Objectives
Mind briefed us to launch their new subscription box, Mind ‘Pause'.
- Maximise the number of subscribers
- Achieve the lowest possible cost per subscription
Our Approach
The Mind ‘Pause’ box gives subscribers a ‘Little me-time treat delivered to your door each month’ and is a way to support your mental health and boost your well-being. Subscribers pay £7.50 each month, and a percentage of this cost goes to support the Mind mental health charity.
The challenge was ensuring we get the message out to the right users in order to keep the Cost Per Acquisition efficient, whilst delivering a brand awareness campaign to educate people about the new product. (https://pauseformind.org.uk/). We ran an initial test in April 2018 to test Facebook as a platform for reaching the right target audience.
The signups in month one exceeded Mind’s expectations, and in the first full month Mind received around 650 subscribers to ‘Pause’ against a target of 338 – Our Facebook activity delivered 486 of these sales. Due to strong results, the budget was increased for a full launch of the product in year 1.
We fully launched in May (after the test in April) through Facebook and Instagram, using a variety of creatives including stories and boomerangs. We delivered the target subscription volume within 6 months with an 18% more efficient CPA of less than £48.
Results
After the successful launch, we continued running BAU activity, testing new audiences such as additional interests, Lookalike audiences and retargeting.
- We exceeded the target for sign ups by 41%, with an overall CPA of less than £42 in the first year
- From 2018 to 2019 we nearly doubled investment whilst keeping the CPA below £48
Exceeded target sign-ups by 41%
18% more efficient CPA than target
Doubled investment from 2018 to 2019
Interested in seeing what we can do for you? Get in touch and let us know about your requirements today.
