Value of Paper and Print

Freedom Furniture: Lifewares

Freedom Furniture is a major furniture and homewares retail chain, spanning 58 stores across Australia and New Zealand. With the help of creative agency The General Store, Freedom published and distributed 100,000 copies of a catalogue through direct mail, as part of a multi-faceted, integrated campaign to celebrate their Autumn Winter ‘21 Homewares Collection.


  • Using Australia Post, Freedom used a targeted distribution to deliver the catalogue to carefully selected segments of their loyalty program MyFreedom database. Customers received a 20% off all homewares storewide offer alongside the catalogue. In addition to the physical catalogue, Freedom published a digital campaign for online channels, utilised social channels and eDM’s, and outdoor advertising on more than 850 billboards over a two-week period, to maximise return and engagement. Freedom uses the concept of ‘Lifewares’ to present Homewares as objects with stories to tell, more than items in a room but containing deeper meaning about the people who own them, in turn inspiring and engaging customers on a deeper level and driving sales.

The results

  • The campaign delivered a total of 5,178 unique customers, with 1,307 attributed to the direct mail component. $555,675 worth of sales was attributed to customers who received the physical direct mail book. The average transaction for this campaign was $505.26 across all channels, with the transaction for those receiving the physical catalogue $750.29 higher than those who received the email version, proving the power of print. The ROI for the whole campaign was an impressive 4.5x.

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