CATERPILLAR
Walk by most any job site and chances are you'll see a Cat at work. Since 1910, It's these yellow giants that have been hard at work help build the world we live in.
I grew up loving Cats. My son loves Cats. Show me a kid who doesn't yell "Digger" when he sees a Cat on the street and I'll show you a kid that needs glasses.
So when they came to us asking for a new brand platform to help reinvigorate the brand and attract a new customer base overseas, we did more than just say yes. We rolled up our sleeves and got down to work.
"Built for it" was the global platform we launched three months later.
You'd never wish for Christmas to be cancelled, right? Sadly, that's what happened to thousands of kids in 2013. Record snowstorms mixed with record e-commerce sales created the worst peak season on record for UPS. Planes and trucks were grounded. And with them millions of packages. Santa's helpers couldn't deliver. The headlines said it all: UPS ruins the holidays! It was a PR nightmare. Here's how we helped them win back social sentiment.
EVERY DELIVERY STARTS WITH A WISH.
WHAT'S YOURS?
#WISHESDELIVERED
This campaign relied heavily on social participation. We advertised on FB, Twitter, and IG, asking users to submit their wishes to #wishesdelivered. For each submission, UPS donated $1.00 to one of three charities. In the first weeks, we received over 18,000 wishes. All were posted to our site. Some, like Carson, were made into fuller content pieces. They received over 65 million views. And 2.8 million likes and shares.
IT PAYS TO PAY IT FORWARD.
In year two, we granted even more wishes. But this time with a twist. We asked people to pay their wish forward to someone doing good in the world.
Turns out there are lots of do-gooders in the world who deserve a wish (videos not clickable)
And, of course, Carson had a few wishes of his own to pay forward.
HOW ONE MAN'S WISH CHANGED
THE LIVES OF MILLIONS.
Meet Mr. Brown. An inspirational man with some inspirational friends, like Nelson Mandela and MLK Jr. Inspired by a trip to Soweto, South Africa in 1985, and shocked by the lack of textbooks in their schools, Mr. Brown had one wish: that no child in Africa goes without a book. This is how we helped make his wish come true.
The social channels fell in love with Mr. Brown and his story. But then ... we all did.
THE WORLD NEEDS MORE MR. BROWNS IN IT.
Whether it was video content or snackable pieces for social, the story of how UPS was helping Mr. Brown's wish come true was as heartwarming as it was brand building. Proof that doing good is always good for business.
GOOD BEGETS GOODIES.
Cannes shortlist, 3 Bronze, 1Silver Effie, OMMA Awards, Echos, Caples, Best of Ogilvy Award.