Introduction:
This personal project involved developing a creative strategy for Royal Mail's campaign focused on promoting the enduring value of handwritten letters. The goal was to position Royal Mail as the preferred method for sending meaningful letters that leave a lasting impact on recipients.
Campaign Objectives:
1. Position Royal Mail as the go-to choice for sending treasured and heartfelt letters.
2. Encourage people to write letters to loved ones, emphasizing the emotional connection they offer compared to digital communications.
3. Counteract the declining trend in addressed letter volumes in the UK.
Target Audience:
The campaign targeted British individuals of all ages who hold an emotional connection to letters and cherish the art of writing.
Creative Strategy:
The creative strategy revolved around evoking nostalgia and sentimentality, highlighting how letters create a unique human connection that endures for a lifetime. The campaign utilized print advertisements, in-mail campaigns, and social media to reach the target audience effectively.
Print Advertisements:
The print ads showcased a stack of timeless letters, each featuring the Royal Mail stamp, reinforcing the tagline "Letters last a lifetime." The historical letters emphasized the enduring nature of letter writing. Placements were targeted in literary and lifestyle publications that align with the target audience's interests.
In-Mail Campaign:
The in-mail campaign included a series of historical letters displayed on writing paper, accompanied by the call to action and tagline. Recipients were encouraged to write and send their own heartfelt letters using Royal Mail's services. The mailing list consisted of individuals known for appreciating the value of letter writing.
Social Media Campaign:
The social media strategy focused on sharing impactful stories of individuals who received or sent life-changing letters. Nostalgic imagery and meaningful quotes about letter writing were used to engage the audience. A call to action encouraged people to share their personal letter stories using the hashtag #LettersLastALifetime. This aspect targeted younger audiences to introduce them to the emotional significance of letter writing.
Conclusion:
The "Letters Last a Lifetime" campaign for Royal Mail aimed to tap into the emotional connections that people have with handwritten letters. By showcasing sentimentality and nostalgia, the campaign encouraged individuals to embrace letter writing and utilize Royal Mail's services. The multi-channel approach ensured widespread reach, effectively communicating the enduring value of letters and fostering a renewed appreciation for this timeless form of communication.
