The holiday season is stressful for everyone and the increase of online shopping has created a shift in consumer expectations of shipping / logistics companies. We will need to illustrate how UPS solutions can help ease the anxiety associated with this time of year by getting consumers to start their online holiday shopping earlier, and ease the delivery process by joining UPS My Choice® and selecting their preferred UPS Access PointTM locations.
Establish an emotional brand connection with online shoppers by creating a series of mini stories that depict various familiar scenarios of stressful holiday shopping activities. These stories will give us the opportunity to highlight how UPS cares about consumers and has solutions to help ease their holiday shopping worries. To stand out during a content-heavy season, Argyle gave the campaign a unique brand tone leveraging a newly developed illustrative style for UPS communications and marketing materials.
Our brand message reached 1.47M consumers through 10 secured media stories, a custom article with Reader’s Digest Best Health magazine, Curiosity social channel content, digital display advertising and brand owned Twitter and Instagram accounts. During the 10-week campaign period, we achieved 135,195 net new UPS My Choice® account registrations (a 47% increase compared to 2017 results for the same campaign period), more than 43,700 social media engagements and achieved an overall engagement rate of 26.2%.
IABC Ovation – Award of Excellence, Advertising and Brand Communication
CPRS ACE Toronto – Marketing Communications Campaign of the Year
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