How Shell achieved retention

Context

Shell launched a campaign to get taxi and passenger car drivers to sign up for its benefits card. The campaign had been running for a couple of weeks with lower than expected results, so they approached Predictable Media to improve their conversion.

• The campaign had been going on for four weeks. By the fifth week, 138 cards were projected with a high conversion cost ($4,042 each). In order to optimize the campaign and achieve better final results, it was decided to freeze the campaign in week 5 and resume it in week 6 with a new plan.
• The challenge was to use Predictable Media to double the number of registrations projected for week 5, setting a goal of 276 registrations. For this, we have 4% of the campaign budget ($557,904).
• The campaign was resumed in week 6 Predictable Media using segments composed of people with attributes similar to the card offered (e.g. taxi drivers, school vehicle owners, etc.), thus focusing the campaign on the right audiences.

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Results

With only 4%of the campaign budget, it Predictable Media achieved 13% of total card enrollment, with a 74% more efficient (lower cost) per card cost.

Our focused segment approach generated quality leads, improving the conversion rate by 172% over previous efforts.