Campaign details
Advertiser: United States Postal ServiceBrand: United States Postal ServiceAgency: MRM//McCann New YorkCountry: United States
Objectives
By expanding Operation Santa on a national scale, we aimed to increase awareness of the program and garner more impressions in order to increase program participation—from the children and families writing to Santa, as well as the letter adopters. Our efforts succeeded, increasing both impressions and the number of letters submitted.
We also hoped this program would influence consumers' attitudes toward USPS in general, allowing people to see how the organization helps connect people across the...