Narellan is one of Australia’s largest pool builders. By mining their first-party and third-party data, we unearthed a consumer-targeting nirvana: we identified the exact moment of the tipping-point from consideration to sale.
As a result of activating this insight, we increased leads by 11%, and increased sales by 23% whilst decreasing their media spend by 30%. Overall we delivered Narellan an incremental revenue ROI of 54:1.
This campaign demonstrates that often it’s not just what you say or how you say it, but when you say it that’s important. And rather than trying to change existing behaviour it’s more effective to work leverage it