"Air Mail" Letter
B2B Prospecting Campaign for HEADLINE
Role: Copywriting & Design
Sometimes the old way is still the best. Direct mail may seem like a relic. But when done right, it can achieve things that email can't. There's no substitute for the sensation of opening a surprise package.
In this B2B campaign for HEADLINE Socks, I embraced the "old-fashioned" image of snail mail and made it part of the pitch. (You bet our socks are old fashioned — but only in terms of quality.) To complete the look, I designed the package to look like a piece of ephemera, with a vintage airmail envelope and a letter written by someone in a time warp.
​
This offbeat mailer turned out to be one of our most effective wholesale campaigns. It generated a 15% response rate from stores and ultimately helped our sales team close more than 20 new accounts.
