To get directly in front of the audience we decided a branded direct mail piece would be great for the warmer tier 1 leads. The branded DM would focus on the time the product saves and included: a product info card, tea and a chocolate bar. The messaging was 'making time for life's little pleasures': the recipient could enjoy the tea and chocolate knowing that the product made their lives easier.
The DM was supported by an email campaign that took the recipient to a campaign hub. As well as product info, the hub hosted a light-hearted video with a nostalgic tone to show how innovation has helped us save time.
The lower tier leads would receive the email and be directed to the campaign hub.