A glossy postcard broke through the digital noise

Background

Black Friday has become one of the most competitive moments in the retail calendar, with customers exposed to thousands of promotional messages through email, SMS, paid social and display.  
Jewellery brand MONICA VINADER needed a strategy that broke through digital overload to engage their most valuable audience segment, driving incremental sales during this critical trading time. 

Solution

MONICA VINADER chose mail as a high-impact, tactile channel to promote their exclusive sale offers and stand out in the digital noise.  

Working with their agency PSE AGENCY, the jeweller developed a sophisticated targeted strategy that broke away from the broad-brush approaches used by other brands during the Black Friday period. 

The existing customer base was first segmented by recency of last purchase and engagement with the brand, identifying those most likely to be in-market. These segments were then overlaid with lifetime value, enabling MONICA VINADER to prioritise customers who historically delivered higher revenue and long-term value.  In addition, the model included a segment of lapsed customers with high LTV to reactivate dormant revenue streams.
The mailing itself was designed to stand apart from typical Black Friday communications – clean, calm and confident rather than noisy or aggressive.  

A high-quality postcard was chosen to give a premium feel while remaining cost efficient. It included MONICA VINADER’s signature elegant branding, while delivering an impactful message tailored for a discerning fashion jewellery audience. 

To elevate the tactile experience and differentiate the campaign from previous activity, the stock was upgraded from uncoated to a silk finish, enhancing colour depth and visual richness while reinforcing the brand’s jewellery credentials. Messaging was deliberately concise and direct, avoiding clutter to ensure the call to action - early sale access and daily flash offer - was the focal point

Timing was key – the mailing landed early to maximise the appeal of early access to customers, ensuring MONICA VINADER protected their market share ahead of Black Friday. 

Results

MONICA VINADER’s highly targeted mailing made an impact, generating additional sales that would not have been captured through digital channels alone. By concentrating spend on high-propensity, high-value customers, the campaign maximised ROI while protecting brand equity and average order value.
Response rates exceeded those of the previous year’s Black Friday mailing, confirming that the cleaner creative, upgraded format and simplified messaging significantly improved cut-through and engagement.

Source: DMA Award Entry 2025, Retail and e-Commerce