The power of attribution

At AJ, we believe attribution is the key to successful DR and it’s at the heart of everything we do. One of our clients, Kinetico,  the leading supplier and manufacturer of water softeners looked to us to drive sales and increase awareness.

AJ created a combined press campaign and TV launch. We used a combination of unique phone numbers and codes which all linked to a free installation offer. With these, and Adalyser tracking on TV, we were able to drill right down to discover the best performing press titles, TV channels and advertorials. This meant we could achieve optimum value and increase performance to deliver a successful campaign.

AJ devised a 4-tier strategy to achieve this:

  • A series of advertorials was created to educate the market on the real damage limescale can cause to the home as well as a family’s health
  • A more direct, offer-led promotional campaign
  • Door drops to households in specific hard water areas
  • A DRTV presence to demonstrate limescale damage and to lift the awareness of the brand.

The results in both press and TV exceeded all expectations, with significant reductions in cost per lead. We have developed a series of tools to greatly enhance the accuracy and quality of attribution across all media. The result is consistently lower cost per sale and improved ROI. If you would like to find out more about this, please get in touch: lesley@aja.co.uk