Kern direct mail case study

How much does a feather weigh? It’s the kind of trivia question you’d expect in a pub quiz, not a B2B direct mail letter aimed at pharmacists and engineers. But leading precision scales supplier Kern dramatised the accuracy of its products with a direct mail pack that invited recipients to guess the weight of the most challenging of items, such as a feather and even a puff of air.

Kern scientists also weighed every element of the stationery, including the ink on a business card, measurements that required a number of decimal places. These figures also appeared on the pack. 

Created by Wunderman, the aim of this integrated campaign was to start a conversation with people, with the mailer driving them online to see the experiments in action.

Currently, the ROI is coming in at more than 750%, proof that campaign doesn’t need bells and whistles to succeed, just a strong creative idea that taps into the interests of its target audience.