ABOUT

British outdoor clothing brand Rohan has a loyal customer base and a longstanding relationship with print. But with rising postal costs, evolving customer expectations, and a sharper focus on marketing efficiency, Rohan needed a more agile approach. What started as a challenge to justify the value of direct mail became a chance to transform it — using data to inform creativity and drive performance. So, we teamed up with data and print experts Go Inspire to produce this campaign: ‘For Every Wear’.

The Objectives
Reinforce the versatility of Rohan’s clothing across climates and use-cases
Make regional targeting meaningful — not just a media decision, but a creative one
Maximise ROI from print while maintaining cross-channel consistency
Prove that data-driven mail can deliver both commercially and creatively

The Strategy
We focused on two key areas:
1. Smart Segmentation
Using customer data, we identified 11 key geographic regions with enough volume to justify bespoke creative. This balance of insight and practicality meant we could tailor messaging at scale — without inflating cost.

2. Integrated Creative
The idea — For Every Wear — positioned Rohan’s clothing as equally suited to life at home or abroad. Each region received a unique mailer pairing their local area with a contrasting destination (e.g. Milton Keynes and Malta, Wales and the West Indies), showcasing the brand’s travel heritage and the clothing’s versatility.

The Execution
Each mailer arrived in a high-impact 360° wrap envelope, tailored with region-specific headlines, photography, and copy. These weren’t just small tweaks — they were distinct creative executions, designed to feel genuinely relevant.

In-store, region-specific POS and window displays brought the campaign to life, while digital channels extended the idea further — ensuring consistency across every touchpoint.

Digital print enabled quick turnarounds and cost control, while the format itself encouraged engagement, with personalised content and striking visuals designed to boost dwell time.

The Results
- 7.4% response rate – outperforming the retail industry benchmark of 4.1%
- 13.5% uplift in average transaction value
- 487% ROI
This campaign showed the true potential of print when powered by data, insight, and creativity. More than just a piece of direct mail, it was a fully integrated campaign — and a collaboration between client, agency, and supplier at every stage.

Proof that when you treat print as a performance channel, it delivers.