USPS wanted to demonstrate mail’s value as a digitally-connected channel that drives action. I wrote copy across a suite of assets that explored the paradigm shifts in the political landscape—and how it ushered in a new era of campaigning.
The video script highlights mail’s ability to help political campaigns overcome the challenges in reaching new voters, inspiring action throughout the election cycle.
The copy in this direct mail piece with accompanying Business Reply Card teased and motivated our audience to download an ebook.
A series of paid media display ads with relevant messaging helped build awareness of USPS as an industry leader—driving traffic to the USPS Deliver the Win site.
A web infographic with bold messaging highlighted the trends taking place in the political media landscape—and the importance of finding new and innovative ways to reach new voters.
The campaign exceeded performance goals across the board. Despite a decreased budget and shorter in-market time, the campaign brought in 112% more revenue than previous years for a total of 4.7 billion pieces of political mail. The campaign won the Adweek 2021 Performance Marketing Action Award for Campaign of the Year, Agency, and Campaign of the Year, Direct Mail.
The campaign made the 2021 Effie Awards finalists list in the Government/Public Service and Current Events categories.