Advertiser: United States Postal Service
Brand: United States Postal Service
Agency: MRM//McCann New York
Country: United States
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 country. The positive perceptions brought about through Operation Santa were evident across social media, with users attributing the success of the program to USPS as a whole.
We created a responsive online experience that was heartfelt, engaging, and easily shareable, riding the seasonal surge of goodwill. On the digital Operation Santa platform, people were able to browse children's handwritten letters, choosing one they could respond to with gifts. They were sent instructions and helpful tips via email, including everything they needed to know about mailing the gift.