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During the peak holiday season, when shipping volume is highest and the potential for delivery disruptions is increased due to weather and other factors, UPS wanted to raise overall positive sentiment for its brand amongst the general public.
People connect with and share heartwarming stories. So, by showcasing the tradition of giving at UPS, while also celebrating the extraordinary efforts of everyday people delivering good wishes to others, we’ll create an emotional affinity for the brand.
Through original content created during the campaign, we documented and shared extraordinary efforts of everyday people delivering good wishes to others throughout the year. The stories were inspiring—featuring efforts by UPS and by others they admire. We shared these stories across multiple social channels, in photo and video posts—both organic and paid—and through a series of short documentary films hosted on the UPS YouTube channel. Scores of campaign posts were created, each delivering a piece of content tailored for that channel that directed viewers to visit our Wishes Delivered website—a social-powered interactive hub where visitors could see more stories and share wishes of their own.
And they did.
Visitors submitted thousands of wishes and stories of hope, of admiration, and of giving. Driven by great content strategically distributed across multiple platforms, the 2015 Wishes Delivered Campaign proved to be a powerful example of what a brand can achieve when powerful stories meet an engaged social audience.
We spread some serious holiday cheer