Postable: Shipping a Successful Holiday Campaign

Postable is an online stationery service that brings the tactile joy of “snail mail” into the digital age. Think of it as a way to send personalized, high-quality physical cards (including greeting cards, thank-yous, invitations, announcements), all without setting foot in a store or post office. You pick a design, customize your message, and Postable handles the rest: printing, addressing, stamping, and mailing your card for you.

We offer our growth marketing support for Postable’s Paid Social and SEM efforts, especially around high-priority moments such as the end-of-year holidays. The main goals of the campaign and the challenges we had to overcome in our partnership included:

• Aggressive in-category bidding competition
• Delayed purchase intent among target customers
• Creative experimentation to keep holiday campaigns fresh

Postable’s holiday campaign around Thanksgiving and Christmas is the company’s most important moment of the year. If the business does poorly in Q4, they are unable to accomplish their yearly goals. In 2024, NoGood launched bold, eye-catching creative assets, and tactical experiments that captured consumer attention and made the brand stand out during a busy window.

By identifying key gaps and opportunities across creative, targeting, and channel performance, we updated our content strategy to address recurring questions and common pain points.

Using a more structured creative testing framework, we optimized the opportunity for stronger messaging and more dynamic visuals. It also enabled us to pinpoint exactly which aspects of our creative assets were driving results. We could isolate out tone vs. visual vs. hook and other variables. In 2024 we utilized learnings to provide emotional storytelling and prioritized a novel approach that would resonate deeply with repeat customers.

Emphasizing cross-channel consistency ensured that our messaging and creative remained unified across SEM and paid social to build a more recognizable and trusted brand experience.

Continuous experimentation with our content calendar enabled the team to share multiple concepts each week and test different formats and hooks, uncovering valuable insights across all channels.

As we identified which creative messages resonated with different audiences, we expanded to a new platform, Pinterest, driving incremental growth by tapping into its diverse user base.

We also implemented learnings from previous holiday windows to stay aggressive despite increased competition from other brands in the space.