Direct Mail Case Studies

Case Study: 002

CLIENT

Disney Books by Mail

CHALLENGE

Disney Boooks By Mail wanted to target young female readers with a continuity book series that harnessed the popularity of the beloved Disney character Minnie Mouse. However, they wanted the “personna” of these boks to transcend the sudary-sweet portrayal of Minnie, positioning her with a more natural acting and engaging personality that little girls could relate to, as they would a “best friend.”

I was brought in as a Book Packaging and Marketing Consultant to: provide a guiding editorial strategy and design for the series in inline with opbjectives, and; provide marketing strategies and creative solutions to launch and test the series concept.

SOLUTION

I presented a series style strategy that featured Minnie Mouse speaking “directly to the reader” throughout each story via “speech bubble sidebars.” These sidebars allowed Minnie to share confidences, insecurities, excitement, and other emotions regarding the story plot in a way that young readers really connected with.

The marketing and creative solutions I were presented were centered around a “FREE Book, FREE Trial Book” offer, and also an ongoing “interactive” premium. Each book included an interactive rebus puzzle “letter” inserted after the last page of the story. These letters offered a fun way for the readers to share details of their own story-related experiences. The letters ended with a CTA of folding and mailing the self-addressed rebus “back to Minnie,” resulting in receipt of a colorful, personalized Minnie Mouse Post Card.

As highlighted in the initial offer, the first book shipment included a free Minnie n’ Me Post Card Collectors Album for collecting and displaying the personalized post cards. Readers looked forward to each shipment as a way completing the series l, and also completing their postcard collection.

The concept was adapted to fit 3 different formats for testing: Jumbo, 6″ x 9″, and a unique pop-up self mailer I created.

RESULT

The offer and creative tested strong in all 3 formats. As a result, I was awarded a contract to serve as Book Packager for the series, creating and producing all books and related offer elements in the series. The series was instrumental in helping launch Disney’s Books By Mail division.