10 Creative Examples of Direct Mail Marketing

Posted: August 23, 2017

Categorised in: Direct Mail


In this day and age, traditional direct mail marketing campaigns have been replaced by new and shiny, creative direct marketing. Targeting your customers in unique and personalised methods helps to improve brand awareness and maximise profits. With that in mind, we have sourced the best direct mail marketing campaigns.

1) World Water Day, Belgium

Image Via Athens Business Group

To celebrate World Water Day, the corporation’s direct mail marketing campaign entered a new level in Belgium. To demonstrate the importance of water, and how it is the source of all knowledge, the direct mail message sent out to the press and targeted customers only appeared when the reader held it under water. This exciting direct mail marketing campaign achieved its aims and was shared across social media, raising the platform for World Water Day.

2) Candle Box, Earth Hour

Image Via Ads of the World

To mark Earth Hour, the corporation produced one of the most creative direct mail ideas in their history. To encourage companies and large businesses to follow suit and switch off their lights, Earth Hour sent out yellow candles in boxes to CEOs and industry leaders. The front of the box was designed to mirror the facade of the building, and pulling the yellow candle out of the box resembled ‘switching off the lights’. Thanks to one of their best direct mail campaigns, company support of the ‘switch off’ went up by 260%.

3) Free Kit Kat Chunky, Nestlé

Image Via D&AD

To promote their chocolate bar, Kit Kat Chunky, Nestlé thought up a brilliant example of direct mail marketing – a free bar. Placing a Royal Mail style ‘we’re sorry we couldn’t deliver your parcel’ card through targeted customer doors, under the pretence ‘it was too chunky to fit through the letterbox’, the campaign encouraged the consumer to collect their free chocolate bar from the newsagent. This eye-catching flyer couldn’t have been more straightforward, yet promoting the chocolate bar’s ‘chunkiness’ saw a surge in purchasing. The use of personalised services, and addressing the letter to the customer, gave Nestlé the opportunity to treat their audience individually and added the personal touch. At WDM, we offer personalised direct mail services to improve your company awareness.

4) Build a Recyclable Helmet, Smart

Image Via D&AD

Promoting its new range of environmentally-friendly e-bikes to keen cyclists, Smart thought out of the box. One of their best direct mail marketing campaigns involved a helmet, made from recycled cardboard, for their targeted customers to assemble. The example of direct mail marketing also encouraged cyclists to wear a helmet and caused a sensation on social media.

5) DNA Box, Jeep

Image Via Behance

Jeep’s global tagline is ‘Freedom, Adventure, Authenticity and Passion’ and to ‘Go Anywhere, Do Anything’. As an incentive to encourage people to take up this slogan and also promote the new Cherokee line, Jeep created a direct marketing technique for their customers in the shape of a ‘test kit’. This kit embodied the spirit of the Jeep and had clues to reflect the brand’s concepts. The box included a clock for ‘anytime’ and a compass for ‘anywhere’, as well as seven test tubes containing elements of nature for ‘freedom, adventure, authenticity, alongside passion’. As a result of this example of direct mail marketing, 76% of the customers came to Jeep to test drive the new Cherokee.

6) Macbeth Promotion, The Theatre Academy

Shakespeare’s classic drama, Macbeth, was brought into the modern world by The Theatre Academy’s excellent direct mail marketing campaign. Sending out paper bags emblazoned with a huge M – in the style of McDonald’s famous arches – the company promoted the showing of Macbeth. The fast food paper bags were creative, innovative and shared across social media. It was also a relatively cheap example of a direct mail marketing campaign, as they used efficiently produced paper bags.

7) Mis-Fortune Cookies, Hell Pizza

Image Via Ads of the World

The idea of fortune cookies is one that appeals to many audiences. After your food, there’s nothing greater than reading your fortune (and eating the cookie). Hell Pizza came up with a creative direct mail idea, involving a ‘mis-fortune’ cookie. Rather than tell a good fortune, the cookies provide darker messages for the recipient. For example, the messages include expiry dates that ran out 10 years ago and “Help! I am being held in a Chinese bakery!” The success of these ‘mis-fortune’ cookies was unprecedented, and are now available in all 66 Hell Pizza stores.

8) Stadium Shoe Box, Nike

Image Via Ads Archive

To encourage children to take up athletics, Nike came up with a cost-effective, yet memorable, direct mail marketing campaign. Shoeboxes were sent out to targeted customers, and the limited edition boxes were designed to resemble a stadium once opened. Not only did they have the print of the stadium inside, but sound was produced when opened, allowing the recipients to hear the roar of the crowds.

9) Tomato Splat, LavOnline

Image Via Ads of the World

Tomato splat was a direct mail marketing campaign, designed to promote a laundry business. After identifying the targeted customers as young professionals and managers who do not employ laundry services, they sent out a creative and interactive example of direct mail. Taking the form of a white t-shirt when opened, the package contained a tomato that the audience were asked to ‘splat’. Due to this, 32% of the targeted customers signed up online, and the website saw an increase in traffic of 15%.

10) Build your own 3D Hologram Prism, Google Partners

Google is typically one step ahead of the game. To push Google Partner agencies to new heights, Google sent out an interactive direct mail marketing to assemble your holographic prism. Once built using the instructions, targeted customers were asked to watch a particular video on YouTube and place the prism over their mobile phone. The video demonstrated hidden mobile tips, to allow you to get up to speed on mobile for the quarter. The direct mail marketing campaign saw huge numbers watch the video and, subsequently, share it across social media.

The brilliant examples of direct mail marketing campaigns are just some of the reasons to employ direct mail when targeting your consumers. We offer several services for your company – including direct mail design and personalised direct mail – and can advise you on the best options for your business, just get in touch with one of our experts. At WDM… We Do More to help you with our direct mail services.

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