UPS: Delivering wishes for the holidays

This case study describes how UPS, a delivery services company, changed the American public's negative perceptions of the brand by using an interactive campaign.

UPS: Delivering wishes for the holidays

Laura Mills and Dominic Garcia-Hall

Campaign details

Client: UPSAgency: Ogilvy & Mather New YorkBrand: UPS

Summary

Christmas 2013. When UPS failed to deliver thousands of gifts on time, things went from bad to worse. Angry customers took to social media to vent their disappointment online. Stories of crying children and heartbroken grandparents spread like wildfire.

UPS, like other brands that provide a critical yet utilitarian service, never gets credit when things go right. But they're demonized when things go wrong. Heading into another holiday season, it became clear we...

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