Royal Mail is turning to online influencers to boost its social media presence and drive behavioural change among small ecommerce business owners.
Agency SocialChain has been tasked with delivering a social-first growth strategy after running a comprehensive audit of Royal Mail’s social media channels, focusing on improving performance, engagement, and setting a clear long-term strategic direction.
The resultant campaign, ‘Send It Your Way’, aims to encourage the use of Royal Mail’s out of home parcel services, including lockers, postboxes, and Collect+ stores. It will also showcase how Royal Mail’s services fit into the busy lives of parent creators who have high return rates to ecommerce businesses.
The campaign highlights the convenience and accessibility of OOH services, ultimately aiming to position Royal Mail as a trusted parcel solution.
The first phase of the ‘Send It Your Way’ activity includes marketplace creators, small business owners, and parent-owned businesses to bring the campaign to life on TikTok. Insights from this activity will shape Royal Mail’s next strategic campaign, fuelling social growth and audience understanding.
Royal Mail director of marketing and digital Rachel Levy said: “SocialChain really stood out to us due to their proven expertise in delivering strategic and impactful, social-first behaviour change campaigns.
“Their innovative approach, deep understanding of our audience, and ability to seamlessly integrate influencer activity made them the ideal partner for this project. We’re excited to continue our partnership and refresh our social channels to really showcase the full range of Royal Mail’s services in a way that truly resonates with our customers.”
SocialChain chief executive Jacinta Faul added: “This is a great partnership for us, Royal Mail is transforming and delivering influencer-led campaigns that drive meaningful business impact. By leveraging trusted content creators who resonate with Royal Mail’s target audience, we create authentic and engaging content that highlights the convenience and innovation of Royal Mail’s new services.”
Royal Mail recently ramped up its attack on InPost and Amazon by signing a major deal with Sainsbury’s to instal parcel lockers at stores across UK. The move marked the first such agreement between Royal Mail and a UK supermarket to house its locker network, which launched in December.
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