Welcome to the era of phygital marketing, where print and digital don’t compete – they collaborate!
Canon and The Drum put this theory to the test with a bold marketing experiment called Creative Futures, teaming up with a powerhouse lineup of creative, data, and print experts – that’s us! Their mission? To see just how well print performs when integrated into a modern, data-driven campaign.
Why print still packs a punch
You might be wondering, in an age of algorithms and AI, why bother with print? The answer is simple: it works. Print cuts through the digital noise, engages consumers in ways digital alone can’t, and has a longevity that keeps brands top of mind for weeks (sometimes even months!). In fact, research shows that 51% of people who purchase something from direct mail do it online – proving that print is a key driver of digital engagement.
But it’s not about dusting off the old-school brochures and hoping for the best. Today’s print marketing is hyper-personalised, data-driven, and seamlessly woven into omnichannel strategies.
Print + digital = performance
The Creative Futures campaign put print to the test with Bower Collective, a sustainability-focused brand on a mission to reduce single-use plastic waste. This is what they did:
- Hyper-targeted direct mail: Data insights helped define high-potential households for precise targeting
- Personalised content: Mailers weren’t generic; they featured community-specific data, eco-friendly stats, and even Trustpilot reviews to build trust and local pride
- A/B testing: Two product categories (kitchen and bathroom) were tested across six cities to measure impact
- Integration with digital: QR codes linked directly to Bower Collective’s website, blending offline and online seamlessly
The fusion frontier: When physical experience meets digital intelligence
The hits, misses and major learnings
Like any great experiment, some things worked brilliantly, and others offered key takeaways for next time. Here’s what they found:
- Quality over quantity: While the campaign acquired 37 new customers, the real win was the 92% conversion rate to subscriptions, proving print attracts high-value customers.
- Long-term impact: Unlike digital ads that disappear in seconds, print lingers. QR codes were scanned weeks after the mailers landed, showing print’s staying power.
- Better together: Print amplified digital efforts, reinforcing the idea that omnichannel is the way forward. Brands that combine print with digital see up to 62% higher online conversions.
There was still room for improvement and learnings to be had, however:
- Less is more: Over-segmentation made it harder to scale. Future campaigns should focus on fewer, high-potential regions.
- Timing matters: The campaign coincided with a UK general election, which likely impacted engagement. External factors should be considered in planning.
- More multichannel touchpoints: Supporting print drops with social media, email, or even outdoor ads could have primed audiences better.
Print: Data-driven, measurable and mighty
The Creative Futures project proved that print isn’t just alive – it’s evolving. It’s measurable, customisable, and a powerful partner to digital marketing. For brands looking to stand out, print offers a unique way to make a lasting impression.
The key takeaways:
- Use data wisely: Smart segmentation is key, but don’t overcomplicate it
- Integrate early: Bring creative, data, and print teams together from the start
- Test and optimise: Every campaign is a learning opportunity – keep iterating!
So, next time you’re planning a campaign, don’t overlook the power of print. When done right, it’s not just a blast from the past, it’s the secret weapon of the future!
Creative Futures: The next chapter
To read the full report from The Drum, click here. And if you’d like to see how we can help you with your modern print needs, get in touch.
