UPS: FLYPAPER

Credits & Description:

Advertiser: UPS
Agency: OGILVY NEW YORK
Category: Best Use of Social Media
Advertising campaign: FLYPAPER
Account Directors: Alicia Wolf (Ogilvy & Mather)
Group Planning Director: Deepthi Prakash (Ogilvy & Mather)
Art Director: Sam Berliner (Ogilvy & Mather)
Associate Director - Advanced Video Practice: Justine Herz (Ogilvy & Mather)
Art Director : Vanessa Hobbs (Ogilvy & Mather)
Account Supervisor: Alisyn Abney (Ogilvy & Mather)
Group Creative Director: Eric Wegerbauer (Ogilvy & Mather)
Creative Director: Nancy Hughes (Ogilvy & Mather)
Executive Director - Advanced Video Practice: Rob Davis (Ogilvy & Mather)
Copywriter: Steve Stenholt (Ogilvy & Mather)
Producer: Susan Rafter (Ogilvy & Mather)
Account Directors: Xan Reeves (Ogilvy & Mather)

Execution
Because we embedded our scripts with results from the consumer intent modeling, we were able to target our audience with specific messages about UPS products and services and drive them to UPS properties, without paid media. We had greater numbers of viewers find the content through organic search than ever before. One they found the content, they consumed it, and opted to learn more about UPS products and services.

Strategy
A year ago, we set out to connect with our target audience in a more relevant way by creating videos that addressed their specific needs. Our target audience included small business shipping managers who might not be familiar with all that UPS offers. We realized that we could create highly relevant and highly searched videos if we started with this premise: instead of telling our audience what we think they want to hear, let's listen to them, to hear what they want from us. With this insight, we created video scripts based on user-generated search terms. In other words, we created the first user-generated video scripts for brand videos. Because we embedded our scripts with results from the consumer intents modeling, we were able to target our audience with specific messages about UPS products and services all without paid media. More of our target found us through organic search, consumed content and opted to learn more about UPS products and services than ever befor

Effectiveness
The results was that our audience found us in greater numbers than ever before: 39% of video views from search vs. 6% for other UPS videos. Up to 84% of videos were viewed to completion vs.the 40% industry standard. And up to 6.3 % of our audience clicked through to learn more about UPS products and services - 750% above the industry average.