Case study

Brand Building and making sales using Direct Mail

ClientPloomServiceCampaign Strategy, Campaign Activation, Consumer Data, Data collection, Data Planning, Insights & AnalyticsYear2022

Ploom launched their high-tech heated tobacco product in November 2019, designed to give people an alternative to smoking cigarettes. Part of the JTI group of brands, but not known to the wider public, Ploom were keen to scale their customer base rapidly at the same time as building a brand.

Finding a compliant marketing channel

As with all vaping and heated tobacco products, Ploom are only permitted to market their product to people who already smoke and have a very limited range of marketing channels available to use. Ploom were looking for a compliant way to reach known smokers whilst still maintaining an acceptable cost per new customer acquisition. They turned to PDV for help.

Unlocking the power of data-driven direct mail

PDV conducted a market sizing exercise to determine the potential reach of a direct marketing strategy, underpinned by fresh data collection. We then created a Direct Mail plan incorporating a comprehensive test and learn strategy, with the objective of building brand awareness within the market universe and acquire the maximum number of new customers.

In addition, the DM activation increases web traffic by over 30% in the days following a campaign. This shows that the direct marketing activity is helping Ploom build a brand as well as make sales.

Increased sales via our test and learn strategy

31%

Increase in web traffic

83%

Ploom sales generated

PDV’s test and learn methodology has resulted in steady improvements over the last 18 months. Campaign success is measured by website traffic and sales. Ploom’s cost per acquisition has fallen to a 3rd of its original level using segmentation, offer testing, creative testing and response mechanisms such as QR codes.

In addition, the DM activation has increased web traffic by over a 30% in the days following a campaign. This shows that the direct marketing activity is helping Ploom build a brand as well as making sales. 80% of the sales Ploom generate have been influenced by at least one touchpoint with a direct mail pack.