Guinness iCalendar - direct mail case study

1,266 views

Published on

Published in: Business
0 Comments
0 Likes
Statistics
Notes
  • Be the first to comment

  • Be the first to like this

No Downloads
Views
Total views
1,266
On SlideShare
0
From Embeds
0
Number of Embeds
174
Actions
Shares
0
Downloads
0
Comments
0
Likes
0
Embeds 0
No embeds

No notes for slide

Guinness iCalendar - direct mail case study

  1. 1. Guinness<br />iCalendar<br />Agency: RMG Target<br />anpost.ie/mailmedia<br />
  2. 2. iCalendar<br />The Challenge<br />As part of the Guinness RM Programme, a calendar is sent each year to everyone on the database. Year on year, this is consistently identified by these consumers as a firm favourite within the programme.<br />
  3. 3. iCalendar<br />The Target Market<br />The profile of the database continues to trend towards the younger drinker, it was important to ensure that this key communication remained relevant and valued by these consumers.<br />
  4. 4. iCalendar<br />The Thinking<br />In addition to the iCalendar, there were two added incentives to drive online engagement: the chance to redeem an exclusive Christmas Gift from Guinness, and to request that Guinness send a printed version of the Guinness Calendar on their behalf to a friend/family member overseas.<br />
  5. 5. iCalendar<br />The Mailing<br />A printed version of the annual Guinness Calendar was sent out to consumers on the database, however in 2009, a digital version of the calendar was also offered. To take the digital version a step further, consumers were invited to create their own Guinness iCalendar, using their own diary dates and images. The Calendar communication was sent via a highly personalised direct mail pack.<br />
  6. 6.
  7. 7. iCalendar<br />The Results<br />The campaign delivered on all objectives including the level of consumer registrations, quantity of personal entries, the level of opt-in for future digital communications, and time online.<br />.<br />
  8. 8. Talk to us<br />Talk to us<br />sign up @ anpost.ie/mailmedia<br />We’re the go-to <br />people for anything <br />to do with maximum <br />return on investment<br />and sales success <br />with Direct Mail<br />@MailMediaUnit<br />

×