Stories success
Get inspired by examples of brands that achieved real results thanks to Direct Mail – they acquired new customers, increased sales and customer engagement, and strengthened their market position .
Advertiser ■ Google
Sector ■ Advertising
Medium ■ Direct Mail & WWW
Target Group ■ 1,000 Japanese SMEs
Date ■ 2013
Google is conducting intensive B2B marketing efforts, promoting AdWords as a sales lead generation tool for large companies, SMEs, and experts. However, the market is saturated with similar offers, and in Japan—where the campaign was implemented—foreign brands like Google are met with limited trust.
The campaign's goal was to encourage businesses to test AdWords. It emphasized the ease of measuring online campaign results. Interestingly, instead of digital advertising, Google used traditional direct mail. One thousand Japanese entrepreneurs received a package with a closed box and the slogan "Find the Key to Business Success with Google." The code to open the package could only be obtained through AdWords, encouraging them to use the service. Inside was a personalized access code to the recipient's company information page. The entire creative was developed locally to strengthen the brand's credibility in the eyes of Japanese companies.
Campaign results
95% of recipients opened the parcels received in the mailing
51% of users visited the prepared website and completed the survey
Return on Investment (ROI) 90:1 and Gold Mailbox DMA Echo Awards 2014
Bulk Cat Litter
Advertiser ■ Bulk Cat Litter Warehouse, Canada
Sector ■ Retail
Medium ■ Direct Mail, Flyer
Target Audience ■ Cat Owners
Date ■ 2014
The Canadian company Bulk Cat Litter Warehouse wanted to increase its sales through direct marketing. They wanted to use a flyer, but to make it stand out, advertising agency Rethink came up with the idea that it should primarily attract the attention of cats, not their owners. As part of this campaign, owners were reached through cats by printing mailers on catnip-infused paper. The cats responded to the mailers, and their owners followed suit.
Campaign results
A sharp increase in the number of customers and sales
Over 370,000 views on YouTube
4,509 shares on Facebook
Kingdom of Sports
Advertiser ■ Kingdom of Sports, Germany
Sector ■ Fitness
Medium ■ Direct Mail, flyer
Target group ■ All
Date ■ 2014
Kingdom of Sports, one of the largest gyms in Germany, wanted to increase the number of memberships sold. The mailing campaign involved sending letters to people living within a specified distance of Kingdom of Sports clubs.
The flyer's design appealed to the sense of touch—it was printed on a special blend of paper and polyester that couldn't be torn. The flyer contained a challenge: whoever could tear the letter in half would receive a free gym membership for a year. If they failed the challenge (which was impossible), they were offered a free monthly membership.
Campaign results
23% increase in new members
Fiat 124 Spider – Autogazetta
Advertiser ■ Fiat
Sector ■ Automotive
Medium ■ prints, advertising letters
Target group ■ All
Date ■ 2017
Research revealed that the sports car market in this price range was highly saturated, so KROW had to find a way to completely bypass the competition. The team identified a target group, dubbed "Generation Me"—people before or after the family phase, driven by emotions rather than practical needs. Therefore, they decided to appeal to the Italian culture of the 1960s, associated with self-confidence, style, and freedom. This group also had a traditional approach to media, trusting reviews in print automotive magazines.
The campaign resulted in a replica of a 1960s magazine featuring a glowing review of the original Fiat 124 Spider. Authentic articles, photos, paper stock, and fonts from the era were used to preserve the original's feel. The first half of the publication showcased the classic model, while the second half seamlessly transitioned to the new model, presenting it as the natural successor to the legendary Fiat.
Campaign results
2,221 DM packages
40 Fiat 124 Spider cars
and 20 other models
Conversion rate: 2.7%
Zelen Shoes
Advertiser ■ Zelen Shoes
Sector ■ retail/footwear
Medium ■ printed matter, advertising letters
Target group ■ Youth
Date ■ 2013
Zelen Shoes is a footwear retailer with a mission to provide the best service and selection both online and in-store. The company was founded in 2009, but its roots go back further. As it grew, Zelen Shoes utilized numerous marketing tools and channels beyond traditional mail. Ultimately, to boost sales and compete more effectively with competitors, the owners decided to utilize Canada Post's unaddressed mail service.
Using target group profiling, the mailing was directed at people aged 16 to 26, living near existing Zelen customers. To effectively measure the campaign's effectiveness, each advertised product was linked to a QR code linking directly to the offer.
Campaign results
412% increase in online store traffic
22% increase in transactions
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