An Post integrates direct mail with social media
Thursday, September 15th, 2011
An integrated marketing campaign developed for An Post Mail Media Unit. The aim of the “Highwire campaign” was to educate the audience on the power of Direct Mail and how Direct Mail can amplify the success of your marketing campaign when used with other digital media channels, specifically Social Media.
The Direct Mail dropped on the doorsteps of a fixed list of clients. The Direct Mail piece took the form for an imitation portable tablet device which when opened presented a personalised unique URL and PIN, which when visited gave the user the opportunity to enter a competition to win an iPad2 and invited site visitors to join and follow the Mail Media Unit on their chosen Social Networks.
Once entered they can review the inspiring casestudies that promoted the effectiveness of this dual channel approach.
Arekibo advised on the best use of the 2 channels, advising on and implementing a Social Media strategy for the campaign. This consisted of developing a custom Social Media presence across Facebook, LinkedIn, Twitter and YouTube. The project also included creating custom tabs on Facebook as well as custom section on the An Post website.
The campaign is helping the Mail Media Unit to grow their existing following as well build their new networks.
