Is paper powering the phygital revolution?

Welcome to the era of phygital marketing, where print and digital don’t compete – they collaborate!

Canon and The Drum put this theory to the test with a bold marketing experiment called Creative Futures, teaming up with a powerhouse lineup of creative, data, and print experts – that’s us! Their mission? To see just how well print performs when integrated into a modern, data-driven campaign.

Why print still packs a punch

You might be wondering, in an age of algorithms and AI, why bother with print? The answer is simple: it works. Print cuts through the digital noise, engages consumers in ways digital alone can’t, and has a longevity that keeps brands top of mind for weeks (sometimes even months!). In fact, research shows that 51% of people who purchase something from direct mail do it online – proving that print is a key driver of digital engagement.

But it’s not about dusting off the old-school brochures and hoping for the best. Today’s print marketing is hyper-personalised, data-driven, and seamlessly woven into omnichannel strategies.

Print + digital = performance

The Creative Futures campaign put print to the test with Bower Collective, a sustainability-focused brand on a mission to reduce single-use plastic waste. This is what they did:

Hyper-targeted direct mail: Data insights helped define high-potential households for precise targeting
Personalised content: Mailers weren’t generic; they featured community-specific data, eco-friendly stats, and even Trustpilot reviews to build trust and local pride
A/B testing: Two product categories (kitchen and bathroom) were tested across six cities to measure impact
Integration with digital: QR codes linked directly to Bower Collective’s website, blending offline and online seamlessly

Bower Collective are a reuse and refill service for household and personal care products

The fusion frontier: When physical experience meets digital intelligence

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The hits, misses and major learnings

Like any great experiment, some things worked brilliantly, and others offered key takeaways for next time. Here’s what they found:

Quality over quantity: While the campaign acquired 37 new customers, the real win was the 92% conversion rate to subscriptions, proving print attracts high-value customers.
Long-term impact: Unlike digital ads that disappear in seconds, print lingers. QR codes were scanned weeks after the mailers landed, showing print’s staying power.
Better together: Print amplified digital efforts, reinforcing the idea that omnichannel is the way forward. Brands that combine print with digital see up to 62% higher online conversions.

There was still room for improvement and learnings to be had, however:

Less is more: Over-segmentation made it harder to scale. Future campaigns should focus on fewer, high-potential regions.
Timing matters: The campaign coincided with a UK general election, which likely impacted engagement. External factors should be considered in planning.
More multichannel touchpoints: Supporting print drops with social media, email, or even outdoor ads could have primed audiences better.

Print: Data-driven, measurable and mighty

The Creative Futures project proved that print isn’t just alive – it’s evolving. It’s measurable, customisable, and a powerful partner to digital marketing. For brands looking to stand out, print offers a unique way to make a lasting impression.

The key takeaways:

Use data wisely: Smart segmentation is key, but don’t overcomplicate it
Integrate early: Bring creative, data, and print teams together from the start
Test and optimise: Every campaign is a learning opportunity – keep iterating!

So, next time you’re planning a campaign, don’t overlook the power of print. When done right, it’s not just a blast from the past, it’s the secret weapon of the future!