Winner of

Data-driven business

Right to Buy, The Department for Communities and Local Government

DS16_Data driven business

Entered by: TMW Unlimited

Project name: Home Sweet Home

Additional agencies: Carat, The Letterbox Consultancy, Lloyd James Digital

The Right to Buy campaign had the tough task of delivering uptake of the scheme on a tight budget among a narrow target group, but one that spans the whole country - people who are eligible to buy their council home. The direct marketing approach blended multiple data sources including proprietary research, audience profiling, digital fingerprinting and Facebook Custom Audiences, resulting in communications that achieved 345% better conversions than the previous wave of the campaign.

Judges' comment: "Simply, the use of data was superior."


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Category Sponsored By

Medialab Group