To create awareness and engage new prospects for its cloud migration Software-as-a-Service (SaaS) solution, New Relic tapped Bleu to craft a high-impact direct mail campaign.
To ensure that New Relic’s message was seen multiple times, we created a 5-step user journey, consisting of print and digital touchpoints, along with a fun incentive.
We began with a teaser postcard, announcing a soon-to-arrive surprise.
An eye-catching 3D mailer entices prospects to visit a custom landing page to learn more.
Based on their cloud migration status, prospects choose a path, download a white paper, and claim their quadcopter.
White papers and case studies explain New Relic’s cloud migration SaaS solution.
The quadcopter arrives, along with an invitation to Tweet a video of their first flight.
The campaign was a resounding success, delivering a double-digit response rate and valuable insights into New Relic’s potential customers.
Not only was the campaign successful for New Relic, it also garnered recognition for Bleu, winning a 2015 Silver Davey Award for best “Integrated Campaign: Business to Business.” While we are proud of this award, what matters most is delivering an effective, integrated campaign for our client.
We were really pleased with the results of this campaign. We had an exceptionally tight time frame for this project—from ideation to execution—and Bleu's strategy, creative, and analysis of the results were fabulous.—Caroline Alexander, Senior Manager, Enterprise Marketing, New Relic