Royal Mail
Question: How do you re-launch direct mail when the industry thinks both mail and the Royal Mail are boring?
Answer: Create a new campaign identity called MailMen and use mail’s biggest critics as advocates. After just two weeks over 10,000 people had visited our site and 800 of them had downloaded our research report.
WHAT HAPPENED
45K - Clicks from social activity
800 - Reports downloaded
THE SOLUTION
The world is only interested in digital, after 18 months of research Royal Mail had some exciting news. Mail is opened, read and kept, in fact 57% of people said mail made them feel more valued than digital and 87% said it influenced them to make online purchases.
But the marketing community was tired of mail. So we created a campaign that replaced the Royal Mail logo with a playful new identity, MailMen. Then we got endorsements from the last people our audience expected - the cynics in advertising, digital, media and marketing. We launched with press, outdoor and digital. And once we’d got everyone’s attention, we used direct mail, edm and our website to deliver our research findings.
THE RESPONSE
After just two weeks:
Over 10,000 new visitors to mailmen.co.uk – 800 reports were downloaded
.
45k clicks from the social activity. 1.1m impressions from display advertising with 3k clicks to site.