Best Direct Mail Project
Name: Rohan: For Every Wear
Company: Nutshell Creative
Description:
British outdoor clothing brand Rohan had long used mail to connect with its loyal customer base, but rising postal costs, changing customer expectations, and a growing focus on marketing efficiency meant its role needed to be re-examined.
We set out to prove that direct mail could still deliver, both commercially and creatively, by using customer data to make print smarter, more relevant, and more connected to the wider marketing mix.
To strengthen this argument, we used JICMAIL data to demonstrate that direct mail had strong potential to drive both action and attention. Rohan customers were most likely to visit the website after receiving mail, while competitor insight showed an opportunity to extend reach, with 16% of Go Outdoors customers discussing received mail with someone else. Using the Q1 2025 data at the time, the 120,000-piece send had an assumed open rate of 91,680 and a potential overall reach of 104,515. With average dwell time at 145 seconds, it became clear that direct mail would be a high-attention touchpoint.
Using customer insight, we identified 11 key geographic regions where localised creative could be produced at scale without inflating costs. This was then integrated into the creative. “For Every Wear”, positioned Rohan clothing as equally suited to life at home and abroad and brought that versatility to life by pairing each customer’s local area with an exotic destination.
Each region received a bespoke 360° wrap mailer with tailored headlines, imagery, and content, supported by matching in-store POS, window displays, and targeted social activity. Digital print kept production agile and cost-effective, while the integrated approach created a consistent omnichannel campaign designed to increase relevance, dwell time, and ROI.
Customer Reviews:
Demo Videos:
Supporting Statement
This campaign delivered outstanding results across every metric. It achieved a 7.4% response rate, significantly above the retail industry average of 4.1%, and outperformed Rohan’s control group. It also drove a 13.5% increase in average transaction value, meaning the campaign generated not only more responses, but higher-value purchases. Together, these results contributed to an overall 487% return on investment, demonstrating the commercial impact of combining data-led personalisation with high-quality print.
Beyond the numbers, this campaign proved that print is not just relevant, it can be a powerful driver of commercial success when rooted in strategy, insight, and creativity. This wasn’t just a campaign with print in it, it was a campaign powered by print and elevated by the way it worked seamlessly with every other channel.
Alex Rose, Head of Brand at Rohan had this to say:
“…visually the campaign was really strong, and then layered on top of that, what we were able to do with the data I think has helped improve the results more than we probably anticipated.”
Entry ID: 2125