MailMen: Royal Mail MarketReach

This case study shows how Royal Mail MarketReach built support for using advertising mail, in order to drive a significant increase in mail volumes.

MailMen: Royal Mail MarketReach

Publicis Chemistry

Campaign overview

Spend on direct mail has declined as many brands opt to use digital channels for one-to- one communications. Mail also had an image problem, with some marketers seeing mail as yesterday's medium and Royal Mail as yesterday's brand.

Royal Mail MarketReach began an industry swell of support for advertising mail, using well-known industry figures to persuade more than half of agencies to think again and driving a significant increase in mail volumes.

Strategy

Royal Mail was the wrong spokesman to champion its own medium, so it removed its logo from the campaign....

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