Building big impressions through experiential direct mail campaigns.
Client
Dice
Services
Collateral
Editorial
Campaign
Illustration
Packaging
Targeted experiences
Dice offers specialized services and tools to job recruiters and hiring managers looking for skilled tech talent. Their audience is notoriously difficult for marketers to reach—they’re too busy building pipelines and engaging talent to read a non-essential email. Dice tasked Measure with developing high impact campaigns that actually get recruiters to take a break and take notice. Our approach was to pull recruiters away from their screens for a moment. We developed a series of tactile direct mail experiences built around recruiting humor that not only got noticed, but also inspired recipients to keep, display and share the pieces with coworkers.
Make it memorable
The lifespan of direct mail is short but a catchy narrative can live on and on. Timed close to the holiday season, we developed the Dice Aces campaign as a visual storytelling experience themed around scoring that impossible to find, must have toy. We hand created five ideal tech candidate action figures and told the story of finding them through a series of elaborate photoshoots. The resulting book was placed in a custom printed shopping bag. The booklet was a huge hit with recruiters and went through multiple reprintings.
Make it pop
Direct mail has less than five seconds to convince someone to open it and only a few seconds more to convince them to engage with it. Mysterious packages and unusual physical interactions, however, tend to be irresistible. For Dice’s Find Your Fortune campaign we created a paper container that mimics the experience of opening a fortune by cracking it open with an invisible perforation in the middle. Placed inside were humorous “fortunes” relating to the many virtues of Dice as well as actual fortune cookies customized in red to match the branding.
Make it quick
There’s not always time or budget for a big production, but a simple theme can be just as effective. This travel themed Open Web promotion featured humorous custom illustrations lining a ticket wallet with a personalized boarding pass.
Make it last
Most direct mail is bound for the bin within minutes of opening. For the Do’s and Don’ts of Tech Recruiting field guide, we used a substantial format and premium papers to give readers second thoughts about tossing it. A linen look case, leather textured cover, hidden coil binding and custom tabs give the book a keepsake quality. The recruiting humor-based content and custom illustrations, however, received enormously positive feedback and earned the book a permanent spot on bookshelves across the country.
Make it interactive
You’ve heard mothers say it for years—the cure for too much screen time is physical activity. Interactive mail pieces aren’t just more likely to engage recipients, they’re also more likely to be remembered. For this Dice Open Web promotion, we developed a booklet that showed how Dice overs a more “dimensional” view of candidates. When users flip past the corporate headshots and put on the included 3-D glasses, illustrations showing their hobbies and special skills jump off the page.
