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CASE STUDY: helloU Increase Sales for Mitchells & Butlers Pubs

Provided by helloU
helloU sent Mitchells & Butlers Pubs a customer up to every 1.5 minutes

What was the Challenge / Background of the Campaign?

helloU is the only media channel in the UK to provide brands with product and brand placement directly into student bedrooms. helloU offers brands of all shapes and sizes the opportunity to interact with students through exclusive placement in their bedrooms, bespoke data collection, solus e-mails and the helloU Deal Book publication. Mitchells & Butlers, one of the UK's largest pub chains, came to helloU when they wanted to drive large sales and footfall from new customers while increasing awareness of pub locations.

What was the Campaign Objective?

To build awareness, increase footfall and drive sales.

What was the Solution?

Promotion of £1 Burger 'Super Deal' on helloU. The purpose of this campaign was to allow Mitchells & Butlers to upsell drinks with each meal and resell drinks to students and friends that stayed in the pub. The campaign was designed to build brand loyalty and would thus create ongoing revenue from lifetime value of new customers acquired.

What were the Results?

Our client saw a large increase in sales and footfall: Up to 1 customer sent to a Mitchell & Butlers pub every 1.5 minutes. They also saw an immediate Return: 87% of customers attended the pub within 3 days of buying a deal. Students had an increasing awareness of pub locations: 39% of Leeds Student Population were made aware of the Deal & Pubs. The campaign became the 'Talk of Campus': 26% of Deals were sold through peer to peer recommendation.

What were the Key Learnings of this Campaign?

"helloU offered us the unique opportunity to effectively and directly market to one of the trickiest consumer groups we cater for. Redemptions were well in excess of what we first thought achievable and the team were great to work with." Commercial & Marketing Manager, Mitchell & Butler Pubs.

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BudgetReach & FrequencyTarget AudienceMedia Used
Contact for details18-24yr olds
16 - 24Both
Students
UNUSUAL
Campaign LocationCampaign DurationMarketing ObjectiveCampaign Type
NATIONAL, All RegionsAll YearDRIVE TRIALSALES PROMOTION
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