A social legend for Royal Mail

We recently created Royal Mail's first ever paid Instagram campaign, celebrating the legacy of David Bowie.  

We used images of the latest instalment in our client’s Music Giants Special Stamp series: a tribute to David Bowie. Alongside the Special Stamps, First Day Covers and Presentation Pack, the issue features several limited edition David Bowie souvenirs.


The vibrant stamp designs are perfect for an Instagram carousel – the ad format we selected for the campaign.


Engaging visuals, copy and a ‘shop now’ button encouraged social media users to pre-order the stamps, which were released on 14 March 2017.



We ran the campaign across two weekends, targeting music fans and stamp collectors in the UK and US. So far, we’ve seen approximately 1K clicks to buy and 10K likes, with a reach of over 300K.


All this was achieved with a very modest budget – demonstrating the impact of targeted Instagram advertising and, of course, the power of Bowie.