Every year, the BHF needs to recruit new members for its Heart Matters programme, which supports people living with circulatory disease and other related illnesses or risk factors. For over five years, Burn has been responsible for programme acquisition against tough volume and CPA targets. Every year we have increased volume and lowered costs.
Burn’s proprietary creative optimisation process, ‘Proven Creativity’ was initially used to ensure the strongest combination of proposition, imagery, headlines and CTA’s, appropriate to each communication piece. And each year, we continue to live test different messaging and creative executions.
Annually, we plan buy, create and execute a multi-media on and offline campaign, delivering significant reach and simultaneous testing. We consistently upweight best-performing channels and test new channels in a classic champion/challenger approach which ensures we get smarter every year.
Over time we have migrated the programme from predominantly offline to predominantly digital, which provides both efficiency and agility.
As a result of tracking and testing rigour, we have exceeded annual targets for over five years. Every single year, we have increased acquisitions and decreased CPA, in 2018 delivering over 100k members.