the task
Switch postage buying behaviour to the added convenience and flexibility of digital channels.
Informed imagination
Postage that fits around you
Moving away from the traditional ‘postie and delivery vans’ approach, we demonstrate how digital channels provide benefits on the sender’s terms.
visible data
Changing habits
Behavioural economics analysis led us to emphasising ease using mnemonics and diagrams.
Telling a simple story to change behaviour
The launch activity focussed on showing how Click & Drop brings ease. Showing the basics of the product in different scenarios brought it to life for the various audiences. Subsequent phases delve into more product detail – showing how it works and being more specific for different audiences’ needs.
Making the most of lockdown audio
Audio gives the campaign extended reach with the increased listenership. The creative idea is bought to life representing how posting parcels can fit into a busy day.
visible tech
Hyper targeting
Personalised posters around parcel boxes using regional data to convey up to date local info.
Digital delivers the details
Digital display and social channels gave the targeting precision and allowed us to frequently pick objections and specific questions one at a time.
results
How CXM lit the fuse for Royal Mail
Website traffic and Click & Drop revenue has increased substantially.
100%
revenue growth in digital channels, increasing digital’s proportion of total parcel revenue
35.5%
Click and Drop awareness growth
200%
increase in search interest
>300%
YOY increase in app download
84%
feel Royal Mail is “moving with the times”
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