Partnering with Screwfix for over 10 years
across a multitude of Direct Mail
For several years, digital has been outperforming offline channels in customer acquisition. But, through media saturation and competitive digital spaces, the time was right to test offline again.
Challenge
Deliver high-performing direct response insert and direct mail, yet still adhere to the brand's fresh, uncluttered branding and design assets.
Scarcity
The gift offer-end date on previous campaigns was buried in the terms and conditions. Dialling up the significance of this is a powerful trigger to act.
Creative tuning
Deliver high-performing direct response insert and direct mail, yet still adhere to the brand's fresh, uncluttered branding and design assets.
Interactivity
Paper formats can be a bit bulky, boring, and flat. So, it's less likely that this advertising will be kept around for a long time. This is why we suggested a pop-out card for the insert and a perforated DL voucher on the direct mail letter. People can use the incentive whenever they're ready by tearing it.
Scarcity
The gift offer-end date on previous campaigns was buried in the terms and conditions. Dialling up the signifi cance of this is a powerful trigger to act.
Social proof
Using testimonials is a great way to show the prospect the validity of your brand and offer. But increasing the specificity and word count of these more detail about individual products and service experiences can increase their effectiveness. .
Over the years Paper & Pixels have become a vital cog in our marketing
and creative machine!
John Powell - Marketing Director
Authority
On the insert, we recommended partnership endorsements from the other brands carrying their insert with their parcels. This imparts brand affiliation and authority, helping grow trust and credibility quicker.
Personal
On the direct mail, we recommended extra personalisation on the DL voucher. This added element increases the likelihood of the incentive being kept for longer as people are less likely to throw something away that has their name on
Media boost: CPA as low as £6
DM
Volume: £180,000
Revenue: £310,000
Profit: £116,000
RR: 13.95%
PERFORMANCE
We are unable to publish any direct performance figures. BUT, the fact that we have worked for Screwfix for well over 10 years would suggest we are doing ok!
Richard, P&P Studio Director
We are very proud of the work we have produced for Screwfix over the years. Importantly we often work with their in-house studio on projects proving adaptability to work as creative support not just a stand-alone agency