Yodel

Yodel approached us with a focus on promoting their Out of Home (OOH) services, encompassing click & collect, return, and parcel sending. The primary audience consisted of consumers who could select these services at checkout, including existing customers and potential new ones.

Objectives included understanding the OOH customer base, enhancing brand awareness, converting new customers, and increasing OOH volumes. The objectives briefed to us were to develop core personas, to generate brand awareness of Yodel’s out of home services with their target market and to support converting new customers using the OOH services and assist with the increasing YoY out of home volumes.

Using a full-service team, we created an effective 3-week campaign, from brief to final execution. The campaign included creative concepts, digital marketing strategy, channel strategy, asset design, and campaign management for emails, organic social, and targeted paid media.

Our full service team provided exceptional work included in a tailored package provided to the client: Digital Marketing Strategy & Persona Development, Campaign Creative Development, Channel Strategy & Set Up, Cross Channel Content Creation of Assets Including Paid, Organic Social & Email, Paid Media Management and Curation of Ad Creative, Organic Social Support, Email Strategy, Production of Email assets, Insights and Reporting, Roadmap & Project Management, Account management.

The digital marketing approach for Yodel’s campaign, focused on leveraging a mixture of online channels to achieve the objectives. We targeted primary audiences including consumers selecting Click & Collect and Returns services during their online shopping journeys, with a particular emphasis on Vinted and eBay users.
The key aspect of this campaign was that we used Localised messaging on a UK wide campaign. Through separating the messaging out into 4 targeted areas with localised messaging. We also created a generic campaign which was due to budget restraints. Location targeting was utilised to specifically reach audiences in proximity to the partner retailer locations, this is why the overall campaign gained great results.

The campaign ran to align with the pre-peak season, which is crucial for the target audiences. We enhanced brand awareness, converted new customers, and boosted OOH parcel volumes. The key messaging revolved around convenience, the unique 100% in-store label printing feature, and 100% parcel tracking through the Yodel app.

Our approach included paid media awareness campaigns on platforms such as Instagram, Facebook, YouTube, and Google Ads to reach our target audience effectively. Simultaneously, organic social support and a user-generated content activity to engage and resonate with the audience. An email campaign further complemented our approach, covering both strategy and design.

To measure the success, we established baseline metrics for current service volumes, brand awareness, and conversion rates and had set specific targets to work towards during the campaign. This comprehensive approach allowed us to align with our goal to strengthen Yodel’s presence in the competitive OOH market.

Overall the campaign has been highly successful in generating awareness for Yodel. The OOH campaign has generated over 3.9 Million impressions with In-market consumers in core locations that Yodel operate in.

Conversions were not a focus of the campaign however the campaign generated over 31,000 Conversions.

Localised messaging boosted engagement with these campaigns seeing an average 100% view rate of 84% vs generic messaging which received an average of 29%. Campaigns that had localised messaging had the highest engagement with Northern and Southern England having the most success. London and Birmingham had the highest number of impressions, followed by the Northern (Manchester, Leeds, and Sheffield) target section.

The Meta results were outstanding with the considerations of a short-term campaign. These gained a total reach of 1.33 Million, total impressions of 3.12 Million and 30,911 conversions.

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