Royal Mail is the British postal service and it has recently became privatized. One of its services, MarketReach, provides support services for business customers who would like to use direct mail. In today’s digital world, many marketers don’t seriously consider direct mail — and that is a problem for MarketReach.
Working with creative agency 1000heads, they created a word-of-mouth campaign (Real: The Physical Network) that demonstrated the advantages of the physical over the virtual. The campaign reached almost 3 million people and generated more than 1500 social media conversations — with almost half involving people in the marketing communications industry. For a little more background, click here.
The video below provides a nice overview and could be used as an example when you cover direct mail or promotion more generally — when it might be nice to show a B2B example.