Mind briefed us to launch their new subscription box, Mind ‘Pause’. 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, and therefore our objective was to maximise the number of subscribers while achieving the lowest possible cost per subscription.
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 a 18% more efficient CPA of less than £48.
After the successful launch, we continued running BAU activity, testing new audiences such as additional interests, Lookalike audiences and retargeting.
Results in year 1
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.