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Delivering Holiday Magic. Outside The Box

For the past three holiday seasons, UPS has delivered more than just packages. They’ve delivered surprises, hope, relief, smiles, hugs and a little bit of magic. And we’ve captured it all.

Challenge

The holiday season can get pretty chaotic. Just ask UPS. It’s when shipping volumes reach a fever pitch and the fate of time-sensitive deliveries is left up to uncaring and unpredictable weather patterns. UPS wanted to enhance the perception of the brand throughout the capricious operational rigors of peak season.

Solution

Enter Wishes Delivered. An interactive social campaign featuring a collection of heartfelt stories of UPS employees around the globe fulfilling a life-changing wish for someone in their lives.

Why It's Useful

The campaign is social by design and created meaningful storylines that broke through to connect with audiences on an emotional level, inspiring fans to see the brand in a whole new light by showcasing UPS employees’ collective spirit of giving, right when it matters most.

Results

Spreading Continued Cheer Over The Years

100 MM+

VIEWS

1 MM+

LIKES & SHARES

4 IN 5

SAID THEY WOULD USE UPS IN THE FUTURE

 

Shipping Ain’t Easy

For UPS, the holiday season is always the busiest time of the year. And it’s not even close. As shipping volumes reach their peak, so do people’s expectations. Since this is a recurring issue, we needed a perennial solution for managing predictably high demands, even in the face of unpredictable and disruptive weather patterns. Especially since the noise from the comment section can take over the conversation.

The Wishes Delivered campaign, now in its third year, is designed to engage audiences with stories of good, at a time when expectations are highest.

We housed all our Wishes Delivered stories on a dedicated website, where fans could share content directly on their feeds and boost donations.

 


Year over year, it continues to strengthen existing relationships and forge new ones by reaching an ever wider audience.

 

Great Content For Good

Throughout the years, we’ve made real wishes come true for those committed to improving lives around the globe.

We’ve rebuilt neighborhoods in the wake of disaster, honored those who serve our country, inspired the spirit of giving for children in need and surprised a new generation with UPS trucks of their own. And many more.

The Wishes Delivered campaign has helped a large audience appreciate how UPS employees consistently volunteer their time and energy to give back, even during the busiest time of year.  And it has become a part of the company culture, with employee involvement across the country increasing each year.

The stories are shared on popular social networks and on a dedicated site for deeper engagement.  And audiences are invested in our content, becoming advocates for the brand, leaving countless comments on how much they’ve loved our stories, generating positive buzz around UPS during the holidays

A Wish For Clean Water

A Little Boy's Big Wish

An Honor To Remember

Rebuilding A Rivalry In Baton Rouge

The stories are shared on popular social networks and on a dedicated site for deeper engagement. And audiences are invested in our content, becoming advocates for the brand, leaving countless comments on how much they've loved our stories, generating positive buzz around UPS during the holidays.
UPS Wishes Delivered Facebook

The Clicks Just Keep On Coming

Throughout the life of the campaign, Wishes Delivered has accumulated over 100 million views, and over 3 million likes and shares. Year over year, it continues to strengthen existing relationships and forge new ones by reaching an ever wider audience. It’s responsible for raising positive brand sentiment by 23%, and 4 in 5 people who have seen the campaign said they would use UPS in the future.

As we look back on the positive impact the campaign has had on UPS, and on lives across the globe, we can’t wait to add a little more magic next year. One wish at a time.

 

AWARDS

Addys Gold Award
 

National ADDY Awards
Gold - Branded Content & Entertainment Campaign

addys people's choice award
 

National ADDY Awards
People’s Choice Award

IAC award
 

Internet Advertising Competition
Best Transportation Online Video

communicator award
 

Communicator Award
Award of Excellence - Branded Content - Promotional

IAC award
 

District ADDY Awards
Bronze - Branded Content & Entertainment

communicator award
 

Shorty Social Good Awards
Best Documentary Short

IAC award
 

Athena Advertising Awards
Social Marketing

communicator award
 

W3 Awards
Social Features: Best Use of Video

IAC award
 

Sundance Film Festival 2019

communicator award
 

Creative Media Awards Winner
Branded Entertainment: Original Film/Video

 
ADDY Award

National ADDY Awards
Gold - Canvas, Social Media

IAC Award

National ADDY Awards
People’s Choice Award

ADDY Award

Web Marketing Association
Internet Advertising Competition Award

Shorty Award

Academy of Interactive and Visual Arts
Communicator Award

Athena Award

District ADDY Awards Bronze - Branded Content & Entertainment

Athena Award

Shorty Social Good Awards Best Documentary Short

Athena Award

Athena Advertising Awards Social Marketing

Athena Award

W3 Awards Social Features: Best Use of Video

Sundance Film Festival

Sundance Film Festival

CMA

Creative Media Awards Winner Branded Entertainment: Original Film/Video

 

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