UPS: Made in China 2.0: A win-win approach to elevate the state of Chinese manufacturing

This case study shows how UPS, a delivery service brand, increased brand affinity within the Chinese market by repositioning itself as the future partner of Chinese manufacturers.

UPS: Made in China 2.0: A win-win approach to elevate the state of Chinese manufacturing

Ida Siow and Daniel Liu

Campaign Details

Brand owner: UPS Agency: OgilvyOne Worldwide Shanghai, OgilvyOne Worldwide Singapore; Ogilvy Public Relations Beijing, Neo@Ogilvy Shanghai, Maxus Global Shanghai (Supporting Agencies) UPS China Business services Content marketing, Events experiential, Integrated, Internet - display, Internet - general, Internet - microsites, Magazines - business, trade, Mobile apps, Newspapers, Online video, Outdoor, out-of-home, Print - general, unspecified, Public relations, Social media, Sponsorship - media, Word of mouth, advocacy 5 - 10 million