Royal Mail might be a heritage brand with a household name, but many of its postmen and women were in their 50s and 60s, and it needed to increase age diversity in the business. It wanted to launch a campaign that would attract a younger generation of posties, as well as increase gender and ethnic diversity. It needed to offer a realistic portrayal of life as a postie, as young people are more informed than ever before. It also needed to showcase Royal Mail’s key employer values of pride, impact and togetherness.

The resulting campaign demonstrated the sense of pride that comes with doing a job for the community and the communication between posties and the people they deliver to. It created a campaign film – ‘Become a Royal Mail postie: Deliver for the People’ The tone was humorous and realistic, representing relatable characters in everyday situations, in urban locations with regional accents.

The film and associated content was hosted on Royal Mail’s careers site, augmented by paid and organic social media posts that would generate traffic to the site. Bite-size 15-second clips were created for use on Facebook and TikTok, generating more mileage from the main film. The campaign generated more than 11.5 million impressions and thousands of applications across all of its chosen platforms.