STREETLIFE ASSIGNMENT
1
STREETLIFE 1: BUILDING ONLINE BRANDS
Background
 Streetlife, a UK social network for neighbours to
share practical, local information and advice, make
real-world connections and build stronger
communities.
 The goal: to grow user base from 120k to 750k+ in
a year, acquiring new users quickly, in a scalable
and replicable way as they rolled out to each new
area.
Exercise
 Consider how you might communicate with local
communities to raise awareness of the online
brand.
 You need to create chatter and drive your audience
to go online
 Remember – the client wants to test small areas,
test concepts, learn what works, improve and then
roll-out to new areas
 What is the USP of mail for this application?
 Source: Streetlife, 2015
STREETLIFE 2: WHAT THEY DID
Solution
 Streetlife used mail as primary
channel, to target the audience in a
precise, personal and impactful way to
drive users online
 Using ‘test’n’learn’ approach allowed
them to optimize targeting, messaging
and creative, hothousing areas to
achieve growth before moving on to
next area
 Ultimately, Streetlife recruited users at
a rate of 5%+ from a cold mailing for
an unknown brand.
Source: Streetlife, 2015
Results
 Active users grew by 630% (120k to 880k)
 65% of growth directly attributable to mail
 Mail recruits were more engaged and more
valuable users
 The impact of mail was amplified because:
 It was shared – multiple occupants at the
same address signed up
 It was kept – new sign ups were acquired
up to four months later
 The response rate became predictable,
easy to forecast and plan
 Ongoing testing enabled Streetlife to:
 Identify effective propositions
 Improve creative designs
 Double conversion rate
 Halve recruitment costs over year
FULL CASE STUDY
4
STREETLIFE USED MAIL AS THE MAIN
MEDIUM TO GROW THEIR USER BASE
Background
 Streetlife, a UK social network for neighbours to
share practical, local information and advice,
make real-world connections and build stronger
communities.
 The goal: to grow user base from 120k to 750k+
in a year, acquiring new users quickly, in a
scalable and replicable way as they rolled out to
each new area.
Solution
 Streetlife used mail as the primary channel, to
target their audience in a precise, personal and
impactful way and drive users online.
 A focused testing approach allowed them to
optimize targeting, messaging and creative,
hothouse areas and achieve growth before
moving on to the next area
Source: Streetlife, 2015
STREETLIFE RESULTS
Results
 Active users grew by 630% (120k to 880k users).
 65% of this growth was directly attributable to mail.
 Critically, mail recruits have proved more engaged
and thus more valuable users.
 The impact of mail was amplified because:
 It was shared - achieving an uplift from multiple
occupants at the same address signing up.
 It was kept - users were still being acquired four
months later.
 The rate of response became predictable, easy to
forecast and plan for.
 Using a ‘test’n’learn’ approach enabled Streetlife to
identify which propositions and creative designs
worked best; doubling the conversion rate, and
halving the cost of the campaign, over the year.
 Ultimately Streetlife recruited users at a rate of
5%+ from a cold mailing on an unknown brand.
Source: Streetlife, 2015
“Some would have said it was
counterintuitive to use mail as a
primary medium for a social
network site. Mail not only delivered
-it over delivered.”
Nina Whittaker, Head of Marketing
at Streetlife