Case Study: How Happli grew its database of consumers across eight key cities

This case study looks at how Happli launched its lead generation campaign with Affiliate Window in April 2012.

Happli is a daily deals site which was created at the beginning of 2012 following a £10m investment from the Trinity Mirror Group. Developed for both web and mobile, the site showcases a daily selection of value deals and experiences specifically selected for each of the 58 cities targeted by Happli, such as Bradford, Aberdeen, Cardiff and Derry. The lead generation campaign came as part of a plan to generate more than £20m in revenue by 2014.ObjectiveHappli.com’s key objective was to attract high numbers of new registrants in a bid to rapidly grow the database of customers receiving daily deals alerts. The daily deals site appointed Affiliate Window to handle the launch campaign. The network was tasked with focusing on acquiring leads from eight key cities across the UK, and ensuring a positive balance on the leads from these locations vs. customers located nationally. It was also asked to deliver against aggressive growth targets.Solution The campaign solution was three-fold. Firstly Happli employed a dedicated, secure data capture form to direct the main programme of traffic. Secondly, the site utilised a variety of lead sources from content sites, email campaigns and host and post publishers. Finally, Affilliate Window created a bespoke logic to match leads from different postcodes and cities into the target eight locations, each with their own commission group. This allowed the site to monitor the levels of leads geographically per lead source, and where applicable, pay differing commission rates. In addition, all leads passed through verification checks to ensure that email addresses were deliverable – i.e.no duds, fakes or hard bounces.ResultsHappli.com noted results of over 100,000 valid leads within the first 4 months of the campaign and, crucially, £20,000 in media spend was saved from removing invalid leads. The company also marked a 65% average monthly split of leads from target cities as well as how wide it reached, as over 50 active lead sources are now centrally managed and monitored. Steve North, Happli.co.uk, stated: “To date, not only have Affiliate Window unequivocally achieved these goals, they have exceeded expectations both in terms of the campaign set-up but also by being flexible enough to accommodate shifting requirements. "The account management has been nothing short of exemplary on the campaign and the knowledge, efficiency, responsiveness and industry of the account manager has undoubtedly contributed to the success of the campaign. I am confident that the campaign will continue to go from strength to strength,” he continued.