UPS | Global Campaign Site

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Campaign landing pages, hubs for translated and regionalized content for the US, China, UK, and Mexico markets.

One of 12 original videos shot for the campaign site, which also included 14 photo essays (turn on volume in video frame).

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50+ customer case studies were identified and audited from different business units across UPS — assessed across key criteria: brand positioning themes, target industries, and priority solutions (click to enlarge).

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Prioritized case studies were vetted by each global market to determine relevancy, which provided initial insights to extent of translations needed and format of stories to be created (video, photo essay), and led to the identification and development of additional regionally-relevant customer stories.

PROJECT

Develop a microsite featuring customer case studies – with regionalized content for the US, China, UK and Mexico markets – as destination for a new brand platform’s omni-channel campaign, “We Love Logistics,” reflecting UPS's passion for delivering transportation and supply chain solutions that can bring competitive power to its customers.

APPROACH

Conducted an initial comprehensive audit of 50+ case studies from across the UPS organization, assessed across key criteria: brand positioning themes, target industries, and priority solutions.
Mapped case studies against business size and primary/secondary target audiences (senior level decision makers from medium and large companies, and shipping managers) to further prioritize stories for video and photo essay development.
Collaborated with marketing leads of global UPS target markets to prioritize regionally-relevant customer stories.
Developed thought leadership topics and talking points that served as the editorial foundation for content partnerships and identification of third-party experts.

OUTCOME

Customer stories successfully humanized the concept of “logistics” and empowered target audiences’ understanding of how UPS products and services can provide them with a competitive advantage.
UPS themselves were unaware of many redundant and planned case study developments that our audit uncovered, so it quickly became a key decision-making tool for them.

SERVICES

Content Strategy, Content Audit, Information Architecture, Editorial Strategy, Video Development