Having seen a response rates to standard DL and A5 leaflets flat-line. Audible turned to Webmart to increase new customer signups
We worked with the Audible team to explore different options, arriving at a die-cut four page insert in the shape of an iPhone. In just three months, response rates had rocketed by 48% (compared to DL insert) and 26% (compared to A5 insert).
Audible was understandably delighted by the increase in signups and plan to continue product improvement with the prospect of further increasing sign ups.
“Working with Webmart has been great. They gave us technical and production advice and helped us realise this new creative direction – and achieve a massive jump in signups. We’re really happy with the way the project’s gone and will hopefully work with the team at Webmart on driving our next improvement!’
Marketing Campaign Executive, Audible.
Working with Audible's creative team from conceptual stage, we were able to suggest and explain the cost and time implications of using different product treatments and manufacturing possibilities.
The goal was to produce an eye catching insert to encourage potential customers to pick it up, read the free audiobook message, driving them to the Audible website to sign up.
We created a four page insert on 250g gloss paper, die-cut in the exact size and shape of an iPhone 6. Designed to look like the phone was open on the Audible app, playing one of a range of popular books. The call to action gave simple directions to the website to sign up and claim a free audiobook.
By using a variety of different URLs for response tracking, the team were able to continuously track and test a range of different creative options and their effect on sign up rates.
Audible is delighted with the increased response.