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OUTBACK BREWERY PERSONALISES DIRECT MAIL

Outback Brewery lifts sales and increases brand awareness with direct mail

An independent microbrewery in Sydney wanted to grow direct-to-consumer sales through their website as well as increase brand awareness of their boutique beers. To achieve this, a multi-channel campaign utilising personalised URLs and direct mail was created.

 

How they did it

  • Outback Brewery created 5,000 personalised postcards that were sent to select consumers
  • Postcard recipients were asked to “name the lizard” on the beer’s logo and submit their answer to a personalised URL
  • Recipients were incentivised to participate by a chance to win free beer for a year, $10 off a mixed case of beer via their new online shop

 

The results

  • 33% response rate
  • 120 online orders

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