UPS: Be unstoppable

Logistics and delivery firm UPS created the digital-first Be Unstoppable campaign to grow relevance and shipping volume among small businesses in the United States.

Summary of the marketing challenge, methodology, insight discovered, creative execution and business impact.

UPS believes in the power of small businesses; they contribute to local communities and drive the global economy. However, UPS was losing relevance among small business owners. They saw UPS as a company focused on big business, who didn't understand their needs or have the right tools to help them. In addition, new players (including Amazon) were gaining traction, and were perceived to better meet the needs of younger, diverse, tech-savvy entrepreneurs.

The 'Be Unstoppable' campaign in the US - including the 'Proudly Unstoppable' activations that supported...

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