Gargantuan success studies

Photobox European market leader in online photo printing with 34 million members

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Scope

Launch, test and roll-out direct response TV as a scalable customer acquisition channel

Key challenges

  1. Previous two TV tests failed

  2. Search dominated culture

  3. Lack of brand proposition beyond daily discounts

Key outcomes

  • Scaled TV from initial £100k test to £7m spend within a year and half. Slashed CPA from high 50s to mid teens

  • Rolled out TV to 7 countries accompanied by a group wide TV measurement methodology

  • Heavily influenced the entire marketing strategy by designing the transition from discount led to a brand value
    proposition which influenced