Account Based Marketing
Royal Mail
The challenge
Royal Mail wanted to reach the decision makers in large-scale retail businesses that weren’t currently using their services – Missguided, Levi’s and Primark – who had been previously unresponsive to their sales team. Our brief from the team was to gain cut-through in a different way, raise awareness of Royal Mail’s services… and open doors.
The creative
We undertook research with a group of shoppers from each brand and covered subjects like the importance of sustainability, delivery, returns and community. The insight was used as the basis to present Royal Mail as the original (and best) direct to consumer delivery company. The resulting highly bespoke box was hand delivered to 5 decision makers at each brand. It targeted primarily MDs and COOs, spoke to the brands in their own language with their own visual style, and drew comparisons between their own values and those of
Royal Mail.
The results
Doors were opened! Royal Mail’s sales team followed up on the boxes and secured a pipeline of activity, including a pilot of their Relay service for Levi’s, and a pilot of their Click & Collect service for Primark.
