With Christmas fast approaching, we thought it would be a good idea to take a look at some of the best festive direct mail campaigns in recent years. Find out who did what, and why we love these examples.
Macmillan Cancer Support: Christmas Direct Mail
We begin with the Macmillan Cancer Support campaign. Though cancer causes illness and upset, the message of this pack is quite the opposite. During a time that can be upsetting and lonely for some, the campaign emphasised togetherness and positivity. It also generated awareness and potential regular donations. The pack offered a comprehensive mix of solutions. With inspirational stories, a planner for the coming year and recipe cards encouraging you to share your creations. The multi-faceted envelope has a winter themed scratch and sniff panel to rouse your curiosity before opening.
Boots: Christmas Advantage Card Mailing
Next, we have the Boots Christmas campaign. The direct mail aspect ran alongside press and TV campaigns as well as in store promotion. The success of this campaign came due to the personalisation aspect. Boots wanted to engage more with their customers on a personal level and encourage them to visit the store with the intention of purchasing items, particularly gifts. Direct Mail sent to Advantage Card customers offered exclusive product discount coupons and bonus points vouchers based on the customers’ previous purchases. Coupon redemption increased by 25% and the whole campaign won industry awards.
Find out more here: http://www.mailmen.co.uk/case-studies/boots
Salvation Army: Increasing Awareness At Christmas
Thirdly, is the Salvation Army Christmas campaign. As with most charities, the festive period can be crucial for increasing charity awareness and donations. The Salvation Army focused on the 6 weeks leading up to Christmas to recruit new donors and encourage repeat donations. The campaign provided information about the work done by the Salvation Army and those that they help. Total donations grew by 48% across the whole campaign which also included TV and press adverts.
Find out more here: http://www.mailmen.co.uk/case-studies/salvation-army
Greenford Printing: Panettone Campaign
Next on our list is the Panettone campaign for Greenford Printing. As well as wishing their customers a Merry Christmas, they also wanted to promote their newly introduced Pantone range of colours and used the traditional Christmas cake, Panettone to do so. The innovative design featured five miniature Panettone cakes, each in their own box. By building on familiar foundations with their customers, they used stylised colour codes on each box to represent a different day over the Christmas period, these were then coloured using Pantone shades. The simple yet inspired campaign was a huge success and went on to win multiple design awards.
Find out more here: http://onemanbanddesign.co.uk/Printer-s-Christmas-Card
Johnson Banks: Christmas Cards
When it comes to creativity and thinking outside of the box, the Christmas campaigns from Johnson Banks don’t get much better. Their first offering focused on being environmentally friendly and upcycling what they already have rather than doing an unnecessary amount of printing. Their idea was to take any discarded magazines they had lying around the office and die-cut them into Christmas tree shapes. This fantastic collection of colourful and unique designs were mailed to each of their customers in envelopes made from upcycled posters.
Their next notable Christmas offering was their genius 2013 campaign. The idea behind this campaign was to drastically scale down their spending and waste compared to previous years. Their simple and somewhat comical postcard featuring a hand drawn modern day nativity scene used the traditional scene on the stamp as contrast and the only point of colour. Three variations matched the types of stamps available. Johnson Banks noted that the stamps cost more than the production of the entire campaign.
John Lewis: Direct Mail Christmas Offers
Last but not least is an eagerly awaited TV ad campaign, you may be familiar with the yearly John Lewis adverts. Together with the TV campaign, a direct mail shot was also released. One of the most notable adverts was the 2009 Christmas campaign. The aim was to take people back to their childhood, reminding them of the excitement and magic they experienced whilst opening presents on Christmas morning. The campaign included a personalised Christmas card with lots of offers, a sheet of wrapping paper exclusively designed for John Lewis and a brochure containing a range of both modern and nostalgic gift ideas. Each recipient received an envelope that looked like a traditional present complete with red bow. The selling point of the campaign was an invitation to visit their local store for a free mince pie and hot drink.
Christmas can be a competitive time of year for many businesses, so it’s important to get the advertising right, especially when producing something as intimate as direct mail. Being imaginative and original is the key to success and the return on investment can be unprecedented if done well.