Share Local Media Wins Gold Mailbox Award for an Integrated Direct Mail & OOH campaign, measured by the OOH matchback – a proprietary methodology that will redefine OOH measurement moving forward
Building on direct mail’s performance foundation, the campaign extended into out-of-home with a first-of-its-kind matchback approach designed to tie exposed individuals to customer transactions – redefining how media impact can be measured across channels.
Share Local Media, a full-service direct mail and OOH agency, has been awarded the prestigious Gold Mailbox Award at the 2026 REGGIE Awards, presented by the United States Postal Service. The honor recognizes the agency’s innovative, mail-led campaign developed for Fabletics, which demonstrated how direct mail data and strategy can pair with OOH to power a high-performing, multi-channel retail activation.
A Mail-Led Approach That Redefined Channel Integration
Share Local Media took a unique approach to Fabletics’ offline strategy by leveraging OOH media to enhance direct mail performance rather than compete with it – improving overall campaign effectiveness while reaching incremental consumers.
Fabletics needed a solution that could not only drive measurable retail performance, but also extend audience reach and unify channel impact across offline media. Seven OOH placements, a mix of static and digital bulletins positioned near stores and along high-traffic commuter routes, were intentionally timed to run ahead of and during mail delivery, warming audiences before each mail piece arrived in-home.
A Industry-first OOH Matchback Analysis
Unlike traditional OOH measurement, which relies on broad reach and lift metrics, Share Local Media’s proprietary OOH matchback methodology connects exposed audiences directly to customer transactions to report actual purchases tied to the media, a capability that’s rarely been possible within OOH. The result was a more precise understanding of how OOH exposure contributed to store visits and sales, bringing digital-level accountability to offline marketing.
“SLM’s OOH Matchback will become a key industry standard going forward,” said Gahwui Kim, VP at Share Local Media. “The ability to connect customer transactions to an OOH campaign presents a powerful case for the type of impact offline media can have for performance marketers.”
Results That Speak for Themselves
The campaign delivered exceptional, measurable results that far exceeded industry benchmarks:
An estimated $45 cost per order as validated through the proprietary OOH-to-household matchback methodology developed by Share Local Media
+122% lift in store traffic versus control during the 14-day attribution window
+255% store traffic lift at locations with the strongest overlap between OOH exposure and mail delivery
+7.4% lift in average daily orders during the campaign and 14-day attribution period
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