McCain Foods

The first couple of months working with McCain and its marketing agencies were spent making friends and learning. We improved the segmentation and created a comms strategy. We put together a test programme to check our assumptions, then launched a rolling twelve month eCRM programme. After ten months, we'd achieved a major turnaround.

By rationalising calls-to-action and making links appropriate and engaging, click-through rates went up from 3% to 12.6%. By providing consistently relevant, well-targeted content, engagement with brand resistors went up from 14% to 63%. This also increased the segmented base by 233%.

Most importantly, brand consideration has been revolutionised. Today, if you ask consumers if they'd choose McCain brands over any other, members of the eCRM base are 52% more likely to say yes than the brand's TV audiences. And this gap is widening, 11% in the last six months alone.

Virgin Holidays

Virgin Holidays had been broadcasting an email newsletter for a while when we took over. We devised a 40-segment strategy based on purchase cycles, demographics and recipient behaviour. The first email we sent generated £3 million.

In the end, the core segment generated £26 for every £1 spent, a remarkable (though for our clients not unusual) result. We handed the programme over to the internal team after five years - and then Virgin hired us to work with two more of their brands.

News International

News International brought us in to evaluate its eCRM activities across several brands. We started by delivering thorough research with practical advice and a clear implementation strategy.

As well as working with The Sun and online retailer Brand Alley, we've created an eCRM programme for Dream Team (the world's biggest commercial Fantasy Football league). We've focused on highly targeted email and SMS campaigns to maximise play revenue, managing email delivery partners and data analysts as well as developing hard-hitting creative.

The results are stunning. In the first year we've single-handedly increased ROI by 32%. Average transaction value is up 16%. And revenue from digital has increased by 93.5%.

Nickelodeon and Nick Jr.

With segmented emails aimed at kids and their grown-ups, our task is to engage and delight, every month, in a way that is welcomed by parents.

Since we started in 2006 we've increased active engagement from 17% to 59%. Activator campaigns have increased the subscriber base by 19%, and acquisition activity has increased it by 52%.

Nickelodeon's marketing director Steven Brabenec is delighted: "The Underwired team are smart, pragmatic and dedicated - and we enjoy working with them tremendously!"

Who else do we work with?

We work with companies like Brand Alley, The Economist Group, Peugeot and City Lit, and we've been AAR's digital agency of record for the past five years.

Most of our business comes from referral. The rest comes from you, and we'd love to hear exactly what you're looking for!