Help for Heroes launched an online store where visitors can purchase branded products and merchandise to help the charity generate valuable funds. To promote the new online shop, the charity appointed Graft to launch their first ever direct mail campaign. Having worked with charities including Friends of the Earth, Blue Cross and Macmillan, Help for Heroes chose Graft based on their reputation of delivery of efficient and effective direct marketing campaigns for leading brands in their sector.
Graft worked with Help for Heroes to design and deliver a selection of catalogues leading up to Christmas. There were four monthly catalogues from September to December; each one was targeted to the season and featured varied designs, products and content promoting items on the online store.
To ensure the campaign utilised cross-channel opportunities, Graft managed the incorporation of QR codes and Augmented Reality. Each catalogue included a static QR code which linked through to the website and called for recipients to download a free app, scan the Help for Heroes logo and watch a short video detailing more information about the charity and its mission.
Our VAT experts also provided Help for Heroes with VAT mitigation through the consolidation of supplier invoices. This ensured the whole campaign maintained a zero rating and ultimately saved the charity 20% on VAT.