Royal Mail Appoints SocialChain to Launch Social-First Growth Strategy and Influencer Activation

Royal Mail has appointed SocialChain to deliver two key projects, aimed at enhancing its social media presence and driving behavioural change among target audiences.

SocialChain was tasked with delivering a social-first growth strategy. The agency ran a comprehensive audit of Royal Mail’s social media channels, focusing on improving performance, engagement, and setting a clear long-term strategic direction. As a result, they are today launching an influencer activation campaign: ‘Send It Your Way’.

The influencer-driven activity will work to encourage the use of Royal Mail’s Out of Home (OOH) parcel services, including lockers, postboxes, and Collect+ stores. It will also showcase how Royal Mail’s services fit seamlessly into the busy lives of parent creators who have high return rates to e-commerce businesses. The campaign highlights the convenience and accessibility of OOH services, ultimately positioning Royal Mail as an innovative and trusted parcel solution.

The first phase of the ‘Send It Your Way’ activation includes marketplace creators, small business owners, and parent-owned businesses to bring the campaign to life on TikTok. Insights from this activity will shape Royal Mail’s next strategic campaign, fuelling social growth and audience understanding.

Rachel Levy, director of marketing and digital at Royal Mail says, “SocialChain really stood out to us due to their proven expertise in delivering strategic and impactful, social-first behaviour change campaigns. Their innovative approach, deep understanding of our audience, and ability to seamlessly integrate influencer activity made them the ideal partner for this project. We’re excited to continue our partnership and refresh our social channels to really showcase the full range of Royal Mail’s services in a way that truly resonates with our customers.”

Jacinta Faul, CEO at SocialChain adds, “This is a great partnership for us, Royal Mail is transforming and delivering influencer-led campaigns that drive meaningful business impact is a core strength for SocialChain. By leveraging trusted content creators who resonate with Royal Mail’s target audience, we create authentic and engaging content that highlights the convenience and innovation of Royal Mail’s new services."

Royal Mail was a founding client for StrategyChain, Socialchain’s social-first strategy consultancy, that was launched earlier this year.