The challenge
To drive frequency of light viewers of Drama and trigger awareness at the moment of consumption – enjoy a cuppa & a scone watching TV.
The solution
We created a limited-edition Drama mug featuring Jane Austen, Jane Eyre and Emma across 3 years of activity, to be given away with promotional packs of Haywood & Padgett scones. Customers simply entered their details on a co-branded prize draw entry page for a chance to win, and to hear more from Drama via their newsletter in the future.
The results
The partnership won 3 IPM Awards in 2020 including Gold for Small Budget Campaigns (less than £50k). The campaign delivered new viewers to Drama as well as a significant increase in sign-ups to their newsletter. Haywood & Padgett also saw a 4% uplift in sales during the promotional period.
