For 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 keep the conversation around the brand positive on social media.
Wishes Delivered is a social campaign that is more than just simple marketing: it has become a platform for the brand to tell authentic, heartfelt stories that truly connect with people and make them feel something real. The objectives of the campaign went beyond the typical social engagements, focusing on brand sentiment lift and social sharing to spread our incredible stories across the social web.
The strategy for the 2018 Wishes Delivered campaign was two-fold: create touching, human stories that resonate with audiences on an emotional level, and share those stories in a variety of formats in a carefully managed, fluid yet focused social media plan.
Creatively, the campaign centered around four incredible stories of good that connected with millions of people across the globe. Little Girl, Big Future told the story of the incredible bond between a 6-year old and her favorite UPS driver. Delivering Hope is about a community coming together to help one of their own after Hurricane Maria. A Wish For Friendship told the heartwarming story of a little girl, determined to ensure no child is ever lonely. And a Soldier's Wish reunited an active-duty soldier and the pup she rescued while serving overseas.
In addition to traditional long-form storytelling, we created a variety of shareable, social-first pieces of content more suitable for scrolling the newsfeed. This gave our audience multiple ways to consume our content, helped extend the life of each story and allowed us to prioritize the best-performing content on each channel and optimize our media spend.
Finally, the execution of our media plan was thoughtful, focusing on frequent new content, fueling top performers and understanding the virality of the share button. Daily reporting kept the client on top of the progress toward our goals and allowed our team to make recommendations on how to shift media dollars based on each post's performance.
Our relevant story topics combined with our agile publishing approach helped us outperform past years' benchmarks with our best results to date. We monitored the results on a weekly basis and optimized creative, publishing and bidding on a weekly basis. In total, our 6-week campaign produced 374,000+ shares, 28MM+ video views, 130M impressions and 330K social positive interactions.
