Campaign Mail That Converts: The Precision Behind Historic Turnout
Case Study:
Data-Driven Direct Mail (General Election 2019)
The Challenge:
In the high-stakes 2019 General Election, the Conservative Party needed a highly effective, localised channel to deliver targeted, persuasive messaging to two critical groups: undecided voters and Conservative-leaning voters needing a Get-Out-The-Vote (GOTV) push.
imcreative's Role & Approach: We positioned Direct Mail as a critical tool, combining data, precision, and timely delivery. Our strategy was multi-layered, ensuring the mail reinforced wider digital and on-the-ground activity.
Key creative elements for each piece included:
Localised Content: Incorporating local context and candidate branding to maximize relevance.
Personalization: Using data to include individual names and tailored messaging to boost engagement.
Strategic CTAs: Integrating clear calls-to-action, such as postal vote prompts and polling day reminders.
The Impact:
By designing creative variations – from postcards to detailed issue-focused letters – and delivering them in waves, we optimised message cut-through. This multi-layered, data-driven approach helped to maximise turnout among target groups and played a critical role in converting undecideds and delivering the overall campaign victory.