THE 14TH ANNUAL SHORTY AWARDS

The Shorty Awards honor the best of social media and digital. View this season's finalists!

Special Project

Special Project NEW!
From the 7th Annual Shorty Awards

FedEx #PurpleHats Warm Up Winter

Entered in Multi-Platform Campaign

About this entry

Our customers are our favorite people. And we love it when they post pictures of their FedEx shipments, their couriers, or even just a truck. This past December, we wanted to reach out to those customers on every social channel and give them a token of our appreciation for sharing their love for FedEx. So we did just that, sending over 100 #PurpleHats across the country to say thank you. To our surprise, people were just as eager to post pictures of their hats, generating even more positive posts from our awesome customers.

Why does this entry deserve to win?

To FedEx, purple is more than just a color. We live by our Purple Promise, which states, "I will make every FedEx experience outstanding." And it's not uncommon to hear someone say they "bleed purple" around the office. The Purple Hat was born so we could share that feeling of pride with our customers during the holiday season.

We started with an origin story on the FedEx blog, instilling a little holiday magic into the hat itself. Then, we sent Purple Hats to customers who posted a picture or mentioned @FedEx in a positive light on Twitter, Facebook, and Instagram. The hats served as a symbol of giving, happiness, and loyalty during the busiest time of year for all of us.

A personal note accompanied every Purple Hat, thanking them for their business and for sharing their love for FedEx. Soon, people were posting pictures of their hats on their kids, their dogs, and their Christmas trees. This generated even more positive social content, and others started to join in, wanting Purple Hats of their own. Of course, we obliged.

As it generated more than 800 social mentions during the campaign, the Purple Hat quickly became a seasonal icon for FedEx. Team members proudly donned the hats at all of our Trees For Troops events to spread cheer to soldiers, and the Purple Hat even made an appearance in a video for our #DeliverJoy holiday campaign, tallying more than 163,000 views. We hope to continue the tradition for years to come.

Media

Video for FedEx #PurpleHats Warm Up Winter

Entrant Company / Organization Name

FedEx Services

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Entry Credits