UPS
Small business stories, told by the drivers who know them.
Business Trips: showing the businesses behind the deliveries, through the drivers who know them.
the challenge
Make the breadth of UPS’s support for small businesses visible, giving businesses more reasons to trust the brand.
the strategic choice
Put UPS drivers’ local knowledge at the centre of social storytelling, with Kareem Rahma riding along.
my contribution
Group Strategy Director at Wavemaker.
what changed
Business Trips brought the small businesses on UPS drivers’ routes into a social campaign.
The insight
UPS drivers aren’t just delivery people. They are the small business experts of the United States, meeting businesses across the country every day, and each of them has stories to tell about the businesses they see.
The strategy
Tell the stories of the small businesses UPS drivers serve in the place people now go for stories: social. Kareem Rahma rode along with UPS drivers, bringing his influence and audience to show the businesses they support and guiding people to find out more about each one.
