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Which?

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The Organisation Which? is the leading association representing consumers' interests, lobbying, testing and reporting on the best buy products or services in the marketplace. Their business model is a monthly subscription to their magazine and website providing reviews and information on best buy products and services. They are sophisticated direct marketers historically using a prize draw mailing to recruit new subscribers. The Challenge With product reviews increasingly available for free online, subscriber numbers were in long-term decline, with falling numbers each year for ten years. The Insight

We redefined the target audience by analysing the Which? customer base and market. The target audience was then segmented into key groups.

 Our Solution
  • We created an incentive led direct response campaign, but with an incentive that only appealed to the core audience, thus reducing unqualified response and maximising conversion
  • We completely changed media channels, thereby reducing media cost and reaching more of our core audience more often
 The Results
  • ROI tripled in the first twelve months of working with us
  • Subscribers numbers rose for the first time in ten years
  • We won two DMA awards in recognition of our work
What we did

Reversed subscriber numbers in long-term decline
Client View "If you want someone to tell you what they think you want to hear, don't work with mc&c. If, however, you prefer your agency partners to challenge your thinking and help you break new ground, give mc&c a call."

Chris Gardner
Marketing Director
Which?