Ann Summers And InPost Go Into 'Discreet Mode'

Iris London has launched a new social campaign for InPost, using the parcel delivery brand’s new partnership with Ann Summers to put a tongue-in-cheek spin on delivery discretion.

The partnership gives Ann Summers customers the option to have online orders delivered directly to participating InPost Lockers across the UK, offering a discreet choice over where and when they receive their purchases.

The campaign is one of the first activations to bring Iris’ new social strategy for InPost to life - moving the brand beyond functional delivery messaging towards a more distinctive and culturally relevant presence on social media.

Iris London has taken the simple benefit of discretion and turned it into a social-first campaign spanning 90s-inspired content, maximising the Instagram ‘Close Friends’ feature, and secret product drops hidden inside InPost Lockers.

In the lead-up to the partnership reveal, InPost and Ann Summers moved to “Private Mode”, teasing the news through a series of cryptic social assets that saw Ann Summers x InPost icons pixelated, hidden, blurred, password-protected and dragged into private folders. Each post revealed just enough to get people guessing, while inviting them to join the brands’ Close Friends community.

From there, the campaign moved to Instagram Close Friends, with followers invited to comment “Close Friends” to join. Those taking part will get access to exclusive Stories, cheekier content, discount codes and treats – turning discretion into something people can actively be part of, rather than simply a delivery benefit.

The campaign then moved from social into the real world, with surprise Ann Summers product drops hidden inside selected InPost Lockers. Locker locations and unlock codes were shared exclusively with the Close Friends community, with products available on a first come, first served basis.

Melo Meacher-Jones, Head of Social & Influence at Iris London, said: “Discretion is a big consideration when it comes to how and where people receive certain purchases, but that doesn’t mean brands have to be functional when talking about it. The opportunity was to take something genuinely useful about the InPost and Ann Summers partnership and have some fun with it.

“It’s exactly the kind of role we want social to play for InPost: finding entertaining, unexpected ways for the brand to show up while still being rooted in something genuinely useful for customers.”