UPS: Wishes Delivered

This case study describes how parcel delivery firm UPS bounced back from a difficult Christmas in 2013 in the US.

UPS: Wishes Delivered

Campaign details

Agency: Ogilvy New YorkClient: UPSCategory: Business and Consumer Services

Executive summary

Christmas 2013 proved a tough time for parcel delivery firm UPS, as it struggled to keep up with demand and the hashtag #UPSfail trended in the US. Come Christmas 2014, it was determined to create positive sentiment and win back lost customers. Using UPS's Facebook page and other social media channels, UPS collected wishes from the public and set about making some of them come true. Videos made of these wish deliveries resulted in millions of views. Social media...

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