The concept was to turn a typical direct-mail reminder into a mini mascot that recipients would want to interact with and keep. The mailer featured two perforated pop-out pieces that slid together to form a freestanding miniature mascot, creating a displayable reminder that extended the life of the message beyond the mailbox.
The goal was to build awareness among harder-to-reach alumni audiences and warm them up for future conversion-focused touchpoints.
![[background image] image of professional workspace setting (for a hr tech)](https://cdn.prod.website-files.com/6a013abf2ca07e02c2230d84/6a05f2110efe81ac8e2f7189_img%2012.jpg)
![[interface] screenshot of the software interface (for a productivity tools business)](https://cdn.prod.website-files.com/6a013abf2ca07e02c2230d84/6a05f22611cace4e41eaeca2_img%2032.jpg)
![[digital project] image of a mobile device with a social media ad (for a graphic design studio)](https://cdn.prod.website-files.com/6a013abf2ca07e02c2230d84/6a05f233f87db07eec80b62b_img%2022.jpg)
QR code engagement. Scans were 4x higher than past traditional, letter-style direct mail pieces.
Giving attributed to this piece increased from 0
gifts in 2024 to 4 gifts in 2025.
Sustained engagement. Recipients continued
scanning up to a month after Day of Giving (two
months after mail drop).
