In 2022, talks of a brewing global financial crisis grew, as part of the aftermath and fallout of the covid-19 pandemic.
At Purolator, our goal is always to find a way— whether we are delivering packages to/for our customers, enriching our communities through corporate social responsibility (CSR) programs, advocating for our employees, or by making a positive sustainable change in our world.
That is why we approached the annual integrated Holiday campaign theme with sensitivity to our environment and the people we serve.
Our campaign goal was to meet people where they were at—during such a pivotal time in history, we wanted to humanize and showcase the brand as one that truly cares, providing customers with savings and surprises during the Holidays.
Because we understood what Canadians and the world were going through, we helped bring people together in these difficult times under an umbrella concept “Holiday Spirit Delivered”.
The campaign theme is directly related to Purolator’s core values— reaching people, customers, employees, and communities with relevant, engaging, and timely support.
With the Holiday Spirit being diffused through special savings and surprises, Purolator truly brought to life the campaign tagline, “everybody deserves something special” across multiple integrated touchpoints.
To bring the concept “Holiday Spirit Delivered” to life, we created an integrated campaign that targeted multiple audiences ranging from employees, retail customers, grass root communities and small businesses. This campaign kicked off on October 3, 2022, and ran till January 31, 2023. Below is a snapshot of how the key message was adapted for different audience segments and media channels to foster brand affinity: -
Employees
Purolator offered an increased employee discount, made available to all employees, their friends and family. Typically, this discount band is 50%, however, the campaign core team encouraged the increase to 75% off, which was well received with excitement by employees.
Retail customers
Community
Small Businesses
Small businesses were greatly affected by the pandemic lock downs. As such, we also ran a contest highlighting our legacy True North Grant program winners, allowing them to amplify the message by paying it forward, and encouraging other viewers to enter a contest.
Sales Enablement
The campaign was also well integrated across the sales field team and leveraged the same tone, look and feel in all customer communications.
Challenges
Like many other shipping companies, Purolator faced unprecedented pandemic volume surges, with an influx of traffic into our retail stores at the same time the core team was huddling to create a heartfelt campaign that will roll out at the stores. The core team also faced budgetary and internal resource constraints, however, the team worked to find creative solutions to still bring the integrated campaign to life.
A 360-degree integrated campaign focused on cohesive messaging across multiple points of customer contact, the key KPIs for the campaign were to:
Results
