ChallengeFor UPS, the holiday season is the busiest time of the year. As shipping volumes reach their peak, so do people’s expectations. We needed a solution for managing customer demands that would help refocus the conversation on social media.
SolutionA social campaign that goes beyond simple marketing to tell authentic, heartfelt stories that truly connect with people and make them feel something real.
Why It's UsefulWishes Delivered uses real, heartfelt storytelling to help UPS join cultural conversations and share their generosity with the world.
To find our stories, we looked at the topics fueling current conversations on social media. If we focused on telling stories that aligned with our audience’s passion points, we were more likely to connect with them on a deeper level and create more opportunity for engagement.
Little Girl, Big Future
Women’s empowerment & strong role models
Relief efforts & community support
A Wish For Friendship
Teaching compassion & inclusion
A Soldier’s Wish
Veteran reunions & animal rescue
A Sound Social & Media Strategy
The strategy for the 2018 Wishes Delivered campaign was two-fold: create touching stories that resonate with audiences on an emotional level, and share those stories in a variety of formats.
In addition to traditional storytelling, we created a variety of social-first content more suitable for scrolling the feed. This helped extend the life of each story and allowed us to prioritize the best-performing content on each channel to optimize our media spend.
District ADDY Awards
Gold - Social Media - Campaign
Gold - Online Film, Video & Sound
Gold - Branded Content & Entertainment
Digital Best In Show - Little Girl, Big Future