Intelligent doordrop doubles response rate for Storage King

Sendt av: Tandy Wakeford 06/02/2017


Audience targeting model creates bespoke store catchments engages new and lapsed customers.

Whistl’s intelligent use of data analytics generated valuable customer insights used to create an optmium national schedule.



  • Whistl created a sophisticated targeting model using customer spend and profile insight overlaid to Experian Mosaic to determine a strong profile of the Storage King customer
  • The model generated a national view of the most valuable households for Storage King to reach
  • Bespoke catchments were created within an optimum drive time per store
  • A5 2pp Classic Doordrop format
  • National coverage built using bespoke catchments for each store
  • The creative showcased  the benefits and savings
  • Campaign using Royal Mail distribution method
  • The creative featured a unique URL and telephone number to track campaign impact


  • The Whistl targeting model proved predictive, validating our intelligent planning approach
  • The campaign generated  a response rate of 0.135% (+234% vs. 2014) resulting in a monthly ROMI of £1.42 (+39% vs. 2014)
  • The success of 2015 results have prompted a follow-up campaign, and has enabled Storage King to strategically use doordrop media  to support new customer acquisitions  as well as re-activate lapsed customers
  • Storage King will continue to invest in doordrop media as part of their overall marketing mix