Sky

Mail engaged Sky’s current customers to promote the brand to new customers.

Background

Sky knew the power referrals had in driving sales. They hypothesised that a customer who had benefitted from a good offer through a friend or family member they trusted was more likely to want to spread that further.

Solution

Sky targeted customers who had joined Sky, via the Staff Friends and Family referral programme, within the last 12 months – so referral would be front of mind. They mirrored the unique offer in value and creative look and feel. Referrers were rewarded with the opportunity to win an iPad mini. And tear off vouchers attached to the mailing provided a neat mechanic that communicated all the necessary information - making it easy to refer a friend.

Results

The cost per acquisition was the lowest seen from any previous Referrals communications and total sales reached a Referrals record level.

 

Source: Sky - DMA Award Winner Bronze 2015

Keep up to date

Don’t miss out on the latest news, research and creative inspiration. We’ll let you know as soon as new guides, reports and other resources are available.

You must provide your first name
You must provide your last name

Royal Mail Group would like to keep in touch with you about our products, services and offers that might interest you. By clicking submit below you acknowledge that we may contact you by post, telephone, email and text message. If you DO NOT want to hear from us by any or all of these means, please tick the relevant box(es) below:

We may contact you by post
we may contact you by telephone
we may contact you by email
we may contact you by SMS
We may, on occasion, still need to send you important service messages. Royal Mail Group takes your privacy and security very seriously. For more details please read our Privacy Policy.