FRIDGEWORTHY POSTCARD
Brief
Create a direct mail piece to send to prospective customers that will get them to activate within 90 days and again after that.
Solution & Performance
Make a calendar that shows customers they should be returning to site on particular days for special sales within 90 days and after that initial period is over. Make it visually appealing enough that they will want to keep it around, maybe even put it on their fridge (hence the project name, "fridgeworthy" mailer.) Copy by Olivia Burns, Wayfair; Stakeholders: Joss & Main GM, Wayfair Print Marketing Team, Joss & Main Art Director
PROCESS
Process
Research:
Analyzed the data of previous top performing direct mail pieces, reviewed similar competitor creative, searched for inspiration and brainstormed with copy partner on concepts to pitch
Process
Present:
Created and presented a pitch deck of top four concepts for stakeholder approval and selection
Our Concepts
Shareable Postcard
Calendar
YAY Pennant
Art Print
Process
Creative Versioning:
Worked through designs and feedback on three rounds of creative review with stakeholders and internal creative team
Process
Final Product Handoff:
Reviewed creative with copyediting team, packaged all files for print and sent to printer, reviewed and approved final proofs
Results:
Increased response rate and higher average order value.
