Share Local Media Wins Gold Mailbox Award for Innovative Fabletics Direct Mail and OOH Campaign: Share Local Media, a full-service direct mail and out-of-home (OOH) agency, has been awarded the prestigious Gold Mailbox Award at the 2026 REGGIE Awards, presented by the United States Postal Service (USPS).
The award recognizes Share Local Media’s innovative, mail-led campaign for Fabletics, which demonstrated how direct mail data and strategy can be combined with OOH advertising to create a measurable, high-performing, multi-channel retail activation.
The campaign offers a notable example of how traditional offline marketing channels can be integrated to deliver measurable business outcomes, rather than operating as separate media strategies.
Using OOH to Strengthen Direct Mail
For Fabletics, Share Local Media developed an offline strategy designed to make direct mail more effective by using OOH advertising to build awareness and anticipation before mail pieces arrived in consumers’ homes.
Rather than positioning OOH as a competing channel, the agency used it to support and amplify direct mail performance, helping Fabletics reach additional consumers while reinforcing the campaign message around store locations.
The campaign featured seven OOH placements, combining static and digital bulletins positioned near Fabletics stores and along high-traffic commuter routes.
The placements were strategically timed to run before and during mail delivery, effectively introducing consumers to the campaign before the corresponding direct mail piece reached their homes.
The approach was designed to create a connected customer journey across multiple offline touchpoints while maintaining a focus on measurable retail performance.
Bringing Digital-Level Measurement to OOH
One of the campaign’s most significant innovations was Share Local Media’s proprietary OOH Matchback methodology.
Traditional OOH measurement typically relies on broad metrics such as estimated reach, impressions and overall lift. Share Local Media’s methodology went further by connecting audiences exposed to OOH advertising with actual customer transactions.
The approach enabled the agency to identify purchases associated with media exposure and measure the contribution of OOH to store visits and sales.
By linking media exposure with household-level transaction data, the methodology provided a more precise view of OOH performance and gave marketers a way to evaluate offline advertising with a level of accountability more commonly associated with digital media.
“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.”
Campaign Results Exceeded Benchmarks
The Fabletics campaign generated significant measurable results during the campaign and its 14-day attribution period.
According to Share Local Media, the campaign delivered:
- 122% lift in store traffic compared with the control group during the 14-day attribution window.
- 255% store traffic lift at locations with the strongest overlap between OOH exposure and mail delivery.
- 7.4% increase in average daily orders during the campaign and the 14-day attribution period.
- An estimated $45 cost per order, validated through Share Local Media’s proprietary OOH-to-household matchback methodology.
The results demonstrate the potential of combining direct mail’s targeted household reach with OOH’s geographic visibility and repeated exposure.
A Different Approach to Integrated Marketing
The campaign reflects a broader shift in how marketers are evaluating offline media.
While direct mail has long provided marketers with the ability to target households and track response, OOH has traditionally been evaluated through aggregate audience and reach measurements.
Share Local Media’s strategy sought to connect the two channels at the household and transaction level, allowing marketers to understand how exposure across different offline channels contributed to retail behavior.
For Fabletics, this meant using OOH not simply to generate awareness, but to strategically complement the timing and geographic distribution of direct mail.
Recognition From the REGGIE Awards
The REGGIE Awards, presented by the Association of National Advertisers (ANA), are among the advertising industry’s leading recognition programs.
The Gold Mailbox Award, presented in partnership with the United States Postal Service, specifically recognizes campaigns demonstrating the strategic and measurable power of direct mail.
Share Local Media’s recognition highlights the growing role of direct mail in integrated marketing strategies and demonstrates how physical media can be combined with data, analytics and OOH to generate measurable business results.
Share Local Media’s Focus on Performance
Founded by direct marketers for direct marketers, Share Local Media is a full-service direct mail and out-of-home agency headquartered in New York City.
The agency initially focused on direct-to-consumer and e-commerce brands before expanding its client base across multiple industries.
Its stated focus is on delivering high-scale, cost-per-acquisition-efficient outcomes, combining traditional offline media with data-driven strategies and measurement.
The Fabletics campaign illustrates that approach by bringing together direct mail, OOH, audience data and transaction measurement in a single integrated strategy.
The Gold Mailbox Award adds another industry recognition to a campaign that demonstrates how offline advertising can evolve through better data integration and measurement—turning direct mail and OOH from traditional awareness channels into accountable drivers of retail performance.
