Royal Mail – Matter

This case study covers the Royal Mail's 'Matter' campaign, which used a subscriber-based service to send people ten objects from ten different brands.

Royal Mail – Matter


An organised physical consumer communications channel – an entirely new way for brands to engage consumers in ideas, values and stories

Matter uses physical objects to unite brands and consumers in a meaningful, positive relationship that results in:

  1. New behaviours

  2. Changed perceptions

  3. Lasting bonds

  4. Multiple word-of-mouth conversations


  • Ten objects from ten brands. In a box.

  • People subscribe to get it.

  • It's delivered to their homes on a Saturday morning.


Matter acts as curator and editor, making sure all the advertisers create items that Matter subscribers will enjoy...

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