Share Local Media Revolutionizes OOH Advertising with Award-Winning Campaign

Share Local Media, a dynamic agency specializing in direct mail and out-of-home (OOH) advertising, has gained recognition at the 2026 REGGIE Awards with the prestigious Gold Mailbox Award. This accolade was given for their groundbreaking campaign in partnership with Fabletics, which brilliantly merged direct mail with OOH strategies to not only enhance consumer engagement but also effectively measure marketing impact across channels.

Innovative Use of Direct Mail and OOH

The campaign marked a pivotal shift in how direct mail campaigns are executed by integrating them with OOH advertising. Instead of treating these channels independently, Share Local Media utilized a matchback approach which ensures that audiences exposed to OOH media could be directly linked to subsequent customer transactions. This innovative method not only elevated the campaign's reach but improved overall effectiveness, demonstrating the true power of multi-channel marketing.

By strategically placing both static and digital advertisements along high-traffic routes near Fabletics locations, the campaign was able to engage audiences prior to mail delivery. This timing was purposeful, as it aimed to warm audiences up to the forthcoming mail pieces, enhancing the chances of them taking action upon receipt.

The First-of-Its-Kind OOH Matchback Methodology

One of the standout features of this campaign was the proprietary OOH matchback analysis developed by Share Local Media. Unlike traditional OOH metrics that often measure broad reach and engagement, this new methodology connects actual purchases with OOH media exposure, providing advertisers with a clearer understanding of how their efforts translate into sales.