Rest Easy, Pure and Simple
The UK funeral industry has evolved significantly, and the direct cremation sector is a competitive landscape with numerous brands vying for share of voice and it was our challenge to maximise growth for Pure Cremation and increase its market share.
About
Through shrewd negotiation we were able to provide extremely favourable TV rates, resulting in substantial savings for the client. This approach not only lowered Pure’s expenses but also considerably increased the number of impacts compared to previous campaigns managed by other agencies.
To optimise the TV strategy, we developed a tiered system of stations:
Tier 1: Top-performing stations with the strongest CPL.
Tier 2: Moderately performing stations offering valuable reach.
Tier 3: Stations with lower performance metrics.
During months with high consumer intent, we maximised all Tier 1-2 stations while maintaining a presence across tier 3 stations to boost reach. In contrast, during periods of lower intent, we optimised spending by focusing on Tier 1 and Tier 2 stations, reducing or eliminating investments in Tier 3 stations. Additionally, we developed a creative indexing system to evaluate and select the most effective combinations from Pure’s library of 6 creatives, each available in three different time lengths. This system allowed us to tailor the creative approach based on performance data, ensuring that the most compelling messages were delivered to the audience.
The implementation of this strategic media plan has yielded impressive outcomes. Pure Cremation has recorded three record-breaking results, indicating a significant increase in brand engagement and customer acquisition.
