Using posties as the proof behind Royal Mail’s low-emission delivery model
Role: Creative Direction, Design, Social, Motion
Challenge
Royal Mail wanted to promote its low-emission delivery model to both prospects and existing customers.
The campaign needed to work across multiple channels while aligning with the wider ‘Footprints’ brand campaign.
Approach
We developed a cross-channel campaign built around the idea of posties being ‘light on their feet’.
We created a suite of campaign materials including direct mail (small and light to fit in with the sustainable theme), press advertorial, social media, paid digital and email – all directing towards a bespoke landing page that explained why Royal Mail was so green, and how they were striving to become even greener.
We blended playful photography and punchy statements to demonstrate how posties are ‘light on their feet’.
Outcome
The campaign delivered strong awareness at scale, generating over 44 million impressions across channels while significantly outperforming media benchmarks.
Paid social and display activity proved particularly effective, with impressions exceeding targets by up to 772% and CPMs coming in as much as 86% lower than expected.
Engagement was strong throughout, reinforcing the effectiveness of the creative in driving visibility and positioning Royal Mail as a more sustainable delivery partner.