How could it be? People loved Australian Geographic and were quick… but then they failed to renew. An intensive classic marketing campaign, devised by the talented Melanie Johnson at Rocket Science, fixed that. Targeting, testing, high level strategy (and excellent copywriting, of course) turned things around, reducing acquisition costs by 30% and generating response rates by segment of up to 34%.
Client: Australian Geographic
Agency: Rocket Science
Copywriter: Felicity Carter
Just look at all these envelope test versions: