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Minimax – Watertest campaign

Best practices

Best of Inhome

Post date

January 8, 2024



Objective Campaign

Demographic , regions FR
Prospects | Home owners SelectPost

Strategy & Execution

Distribution only in the French speaking part of Belgium, Using selectpost data.
This had been part of a mediamix, for example during that period there was also a radio campaign on air.

The use of a selfmailer with a very interesting feature, the sample as a water tester. With the sample they could test immediately there water hardness.

By making use of the sample, Minimax tries to convince people to test out and to book a appointment with an Minimax expert, in case their water has a high level of hardness

Reason best Practice

Campaign scores above benchmark, across the majority of KPI’s.

Recal; 72% vs 61% benchmark.
Intent to act; 26% vs 16% benchmark.
There has been an elevated intent to use the water tester sample (65% of the panel)→this shows that samples do benefit your intent to act (most certainly in this case).

Other details from barometer:
low awareness before campaign and still a high recall (72% vs 61% benchmark).
High read conversion (72% vs 43% benchmark)
High pre sales (26% vs 14% benchmark) and even sales (5% vs 3% benchmark.



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