At its core, Wishes Delivered is designed to increase positive brand sentiment for UPS during the challenges of the holiday season. The campaign features a collection of heartfelt stories that document the delivery of a life-changing wish for deserving people around the world.
We met Taylor and her family at the Women in Aviation event in Louisville, KY and were immediately struck by her words: "I want to be a UPS pilot." In a time when females only make up 5% of pilots, we saw Taylor as a shining beacon of hope for the future. We wanted to inspire young girls with Taylor's story and show them there's nothing holding them back from a future in the skies.
Our goals for the entire Wishes campaign—with four different stories—were 15M video views and 120,000 shares. Each of the four stories would be responsible for roughly 3.75M views and 30,000 shares, if we reached our campaign goals.
Our strategy this year differed from years past. We sought out stories that would connect with the conversations being had on social media. In the last few years, female empowerment has been a hot topic for people across the globe, so we wanted to tell a story that exemplified the girl power message and instilled hope for the future. That's where Taylor came in.
In addition to traditional long-form storytelling, we focused on creating shareable, bite-sized content more suitable for newsfeed scrolling on Facebook, Twitter and Instagram. This allowed our audience to consume Taylor's story in many forms—30s cuts, looping gifs, still images and ATTN:-style news cuts. Not only did this extend the lifetime of the story, but it allowed us to prioritize the best-performing content on each channel and optimize every dollar.
One Girl's Future in the Skies amassed nearly 8M video views and 50,000 shares alone. After logging her first flight minutes, Taylor went on to co-pilot a helicopter, a Ford Tri-Motor aircraft and attend the largest airshow in the country. In September, she is poised to speak at a conference in Florida about her experiences and what she hopes for the future.
One Girl's Future exceeded our expectations from a media perspective, but more importantly, it gave Taylor a launchpad for her flying career and empowered her to confidently pursue her sky-high dreams.
