Direct Mail
Levelling up FMCG marketing
Layout • Copywriting
The brief
OTL required a direct marketing campaign to reach existing, lapsed, and prospective customers. The brief was for a mailer highlighting top products, seasonal offers, and a QR code call to action. The challenge was to create something impactful enough to stand out from typical retail mailers and justify the investment, while clearly communicating OTL’s value as a supplier.
The project
To elevate OTL’s direct marketing, I proposed turning a standard mailer into a campaign built around the idea of retailers “levelling up” their store. This concept allowed us to tailor messaging for three audiences at once: encouraging current customers to explore additional services, reminding lapsed customers what they were missing, and showcasing OTL’s advantages to new prospects.
I designed the mailer using a bold retro gaming aesthetic, with a “100% Store Health Checker” that highlighted the benefits of working with OTL – ranging from stocking bestsellers and seasonal lines to accessing expert advice and promotional opportunities.
The campaign gained strong internal support and was rolled out. Within the first week of landing, results showed:
- 14 customers placed orders (including 4 lapsed customers reactivated).
- £6,053.58 in revenue generated, with an average order value of £432.40.
- An 8.45x return on spend, with performance expected to grow as further orders came in.
The project successfully transformed a simple mailer into an engaging, measurable campaign.
£6,053.58 in revenue generated within the first week.
