Driving memberships through solid paid media strategy
Southern Co-op
Services
Paid Media
Creative
Year
2022
Southern Co-op were looking to acquire new customers through promoting their membership programme at a CPA of £20. This was currently being done within stores and meant that the audience pool mainly consisted of existing customers.
The approach
We deployed a highly targeted paid media strategy that involved running Prospecting activity via paid social channels and longtail Brand PPC activity.
We worked with our design team to elevate the ads further, creating engaging ads that would encourage users to sign up.
Paid Social
- We Prospected users located within a 5-mile store radius.
- Overlayed two personas identified as the strongest user basis:
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- Mature foodies – older demographic keen on cooking and high-quality produce.
- Time precious families – people looking at meal ideas for the evening/ready meals.
We also targeted users who showed similar digital traits to existing members.
PPC
- Targeted users searching for brand terms such as ‘Southern Co-op’ and longer tail brand keywords focusing on the membership programme.
- Ensured we were capturing local users searching for these keywords by applying radius targeting around the stores – this provided insights on the optimum distance users are likely to sign up/visit the stores.
- PPC activity was used as a connected channel to help sign post users who saw the social ads (and may have not interacted with them) back to the website to help them register for the membership programme.
THE DESIGNS
Our brief was to create an engaging ad that would encourage customers to sign up to the membership card. Using simple base brand assets, we were able to drive membership rates up by a rate of 17%.
We transformed simple branded base assets, into engaging static and animated ads.
Putting a visual of the membership card front and centre, alongside a clear creative CTA, we were able to encourage more users to click through and sign up.
