Hachette Filipacchi Media US (HFM US) is a leading creator of targeted media products in four sectors: automotive & motorcycling; fashion & beauty, luxury design and women & wellness. Its unique content inspires passions and helps buyers make smart purchasing decisions. Yet with today's overabundance of media choices, it is harder than ever to demonstrate value and deliverability to advertisers.
Kevin Whelan, Director of Business Development, was determined to prove that HFM media products had unique capabilities to provide branded content that could effectively deliver advertising messages and help clients sell product. In this case, Toyota wanted to sell Tundras. HFM had the media, Toyota had an ad agency and Automotive had the market intelligence and insight to help make it all happen.
Unique Content plus Targeted Messaging
HFM teamed with Toyota's agency Rapp Collins and IHS Markit to create a powerful co-branded email campaign to over 60,000 prospects culled from the subscriber base across all HFM magazine brands. The campaign would utilize unique content and branding partially based on IHS Markit data, as well as segmentation schemes to deliver in-market prospects to Toyota.
The key to the campaign's success would be reaching the right targeted audience for the Tundra. The audience was identified by selecting pickup truck owners from Hachette's subscriber database. IHS Markit analyzed the subscriber list and supplemented it with IHS Markit's powerful and proven automotive and demographic information to define three additional segments: prospects in the market for a pickup truck, likely owners of specific competitive brands for conquesting and households based on other relevant demographic attributes.
The email itself consisted of a strong marketing message designed to grab and engage the reader. The subject lines were customized to reflect the different magazine brands and invited prospects to "Explore the Tundra." The email also delivered a custom video, hosted by Alan Taylor, Car and Driver Radio host, and directed the audience to visit the Tundra web site.
Sales Match proves Campaign Success
The campaign exceeded all expectations with all goals being surpassed.
Our client was overwhelmed by the results! IHS Markit understood what we were trying to do. It was great working with people who were very patient, cooperative and who understood the big picture. The result was a successful campaign that exceeded our expectations.
Results showed that HFM outperformed historical and competitive Tundra campaign benchmarks in three key areas:
- 37% increase in the number of people who opened the email
- 81% increase in total clicks within the ad
- 37% increase in "Click to Open" rate (total clicks compared to those who opened the email)
To demonstrate return on investment, HFM called on IHS Markit's campaign evaluation experience to discover if the campaign truly worked as well as it appeared. IHS Markit matched the email distribution list to actual registration sales data to identify the number and type of vehicles sold in the six-month period following the campaign (October 2008-March 2009). IHS Markit also compared this to sales for US households during the same period that were not involved in the campaign. Overall, HFM was able to deliver in-market prospects to Toyota that not only received and responded to the campaign, they took action and purchased, proving to Toyota, as well as subsequent clients, that HFM has unique advertising/marketing capabilities.
Overall, HFM was able to deliver in-market prospects to Toyota that not only received and responded to the campaign, they took action and purchased, proving to Toyota, as well as subsequent clients, that HFM has unique advertising/marketing capabilities.