r-cubed ‘Fred Ginger Ransom’ direct mail and social media campaign

r-cubed works to convert its clients' data into profit. The company hosts and manages customer databases, analyses the data and advises clients on what to say, to who and when, in order to maximise returns. 

The company wanted to promote its crack squad of data experts, ‘The R3 Team’, to a target audience of UK database marketers, generating fresh leads and growing its contact base.

But with so many database marketing suppliers out there, the business needed to come up with a campaign that would stand out from the crowd.

r-cubed launched a multichannel campaign, combining direct mail, email and social networking, to target key people in the business-to-consumer sector.

Potential customers received a ransom note declaring that a fictional character, Fred Ginger the gingerbread man, had been kidnapped.

They were directed to an online video which introduced The R3 Team - a specialist data unit who promised to save Fred, along with the recipient's marketing budgets.

The result was a significant return on investment with meetings, proposals and new business wins being directly related to the campaign activity.

The campaign was also shortlisted in the 'Excellence in Multichannel Marketing (B2B)' category of the 2011 Database Marketing Awards.

Read more about using direct mail and social media together to maximise results.

Click the ‘download’ button below for a full case study of the r-cubed campaign, including more details and images.