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Harrington & Byrne Case study

Harrington & Byrne are a UK based company who sell collectable coins and stamps directly to consumers.  Specialising in offering customers limited, precious metal issues from around the world, Harrington & Byrne have worked tirelessly to build their brand and customer base, making them one of the leading companies in their field.

In 2015, shortly after the company launched, AJ were tasked to help bring this new brand to life and develop an effective DR advertising strategy with the objective of rapidly growing the customer base, enabling H&B to become a market leader in the collectable coin sector.

Objectives

Design and create new company branding, following specific brand guidelines

Create a range of press ads that focused on response and effectively spoke to their target audience

Create an initial 6-month campaign to test performance in a new market

Analyse the data. Optimise and evolve press schedule based on results. Once we had significant learnings move into other channels such as inserts and TV

Strategy

As part of AJ’s ‘Test & Learn’ approach we adopted a test press strategy for the launch phase to gain an understanding of the market.

Each coin advertised required a bespoke press strategy based on its appeal and consequential targeting.

Typically, we started the launch campaign with full-page colour ads in order to have sufficient opportunity to communicate the full story behind each coin. The coin was always the hero within each advert and supported by long informative copy.

A/B testing proved the need for a coupon as an additional call to action in order to generate maximum response.

Results

  • From small beginnings, we’ve helped gradually grow the client into a market leader in their field.
  • From their first year to the end of 2021, their advertising spend has increased nearly 800% and we’ve now expanded into additional channels including TV and Inserts.
  • Such has been the success that in terms of production, we send on average at least 50 pieces of artwork to publications monthly and in just one year, we launched a new prestigious coin every single month.
I have worked with AJ since 2014 when we launched Harrington & Byrne and they are a great team to work with. We buy in large volumes and the team works hard to negotiate the best packages and rates for us with a wide variety of media owners. They are also strong strategic thinkers, offering ideas and suggestions to help us grow further.

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