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CASE STUDY: Fosters Inheritance mailer drives 18+ men online

Provided by Royal Mail MarketReach
The popular lager brand extends its relationship with young lager drinkers with a witty DM campaign to drive them online.

What was the Challenge / Background of the Campaign?

Foster's TV ads have always focused on the leisurely Aussie lifestyle, playing on the theme of beers, beaches and BBQs to promote the popular lager. The challenge for agency EHS Brann was how to translate this feeling into direct marketing and start a lasting conversation with a young male audience.

What was the Campaign Objective?

To engage with the UK's extensive population of lager drinking men, by developing a relationship with the Foster's brand and getting recipients to participate in an online prize draw to win a year's supply of the Aussie lager. Creating a talking point around the lager's brand heritage could also prompt fans to blog or tweet about the amber nectar.

What was the Solution?

EHS Brann sent 18- to 24-year-old guys a letter from Cobber, Strewth and Digger solicitors, telling the recipient that he may have Aussie ancestry and be in line to receive an inheritance. All he had to do was to go online and take a simple test. And the inheritance: 12 cases of Foster's. Accompanying the letter was a mail pack which included a 'gentlemen's interest' magazine from years gone by - Sizzling Sheilas - which contained suggestive photos of Aussie ladies, the tongue in cheek inference being that one of the models could also be related to the recipient.

What were the Results?

Research showed that 94% of recipients opened the mailing, with 91% claiming to have read it all the way through, while 18% of mail recipients logged on and entered the competition. The email campaign notched up an open rate of 17% and a click-through rate of 9%, all of which combined to significantly boost spontaneous brand awareness among the research group.

What were the Key Learnings of this Campaign?

When a brand knows who its true fans are, it can set about turning them into brand ambassadors. Foster's has nailed the tricky part and used clever targeting to find out who those fans are and kicked off the first part of a long-term strategy by starting a conversation with this notoriously unresponsive audience.

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BudgetReach & FrequencyTarget AudienceMedia Used
Contact for details94% of 18-24 year old recipients opened the mailing
16 - 24Male
Campaign LocationCampaign DurationMarketing ObjectiveCampaign Type
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