One of the most effective ways a direct mail piece can engage its audience is by inspiring emotion. The Together Sweater by Target and TOMS creates a festive atmosphere – which, combined with its multidimensional and interactive nature, has made it a sure hit with its audience.
Conveying a simple message of ‘togetherness’, the Together Sweater project consists of beautifully knitted red, white, and blue jumpers with a wintry theme and a bit of a twist: they each have two necks. This means recipients can cosy up to a loved one inside each sweater, letting them experience the playful spirit Target and TOMS wished to get across.
Carefully wrapped in the style of colourful Christmas presents, the Together Sweater was sent to high-profile ‘friends of Target and TOMS’, including singer Meghan Trainor, who shared their special packages online.
The campaign performed incredibly well, with 263 million social and PR impressions, and more than a million likes. The Together Sweater has also won a prestigious D&AD Wood Pencil, demonstrating the effectiveness of the campaign.
Discover this wonderful direct mail campaign in more detail here.
©picture: Target and Toms, Mother New York