How Oddbox saved £200k on national expansion

Challenge

Oddbox were launching their vegetable box brand into three new UK regions; the Midlands, the Southwest and Wales. They wanted to gauge existing brand awareness in each region before planning the launch campaigns and buying media.

Solution

Oddbox used Attest for brand tracking, which allowed them to measure metrics like prompted and unprompted brand awareness across the country and dig deeper into awareness by region.

Through our brand tracking, we discovered we actually had quite high brand awareness in those regions, despite the fact that we weren’t operating there.

Liz Yates, Head of Growth at Oddbox

By adding questions about brand discovery, they were also able to understand how best to target consumers in each region. In the Midlands, for example, they found people were more open to product recommendations from influencers and also that they were more likely to take up a product if they received a leaflet about it. Meanwhile, in the Southwest and Bristol, there was more of a resistance to advertising in general and more skepticism.

Impact

This insight proved invaluable for the team building the campaign plan for launching Oddbox into the new regions. Oddbox were able to tailor their marketing strategy and cut their ad spend.

We probably would have gone a little bit more aggressively with upper funnel activity were it not for the fact that we were fairly confident there was a decent level of awareness in these regions already.

Liz Yates, Head of Growth at Oddbox