BRAND SOCIAL
UNITED STATES POSTAL SERVICE
Some people view USPS as an antiquated brand that's losing a battle with Amazon. Our task was to show that in reality, USPS is connecting the nation through mail — delivering to every address, every day of the week.
On social, we capitalized on trends, from memes to emojis to cake, to tell the story of mail in a language that our audience loves. The results?
In 2020, Twitter followers increased 220% and Instagram followers increased 282%.
For the year, our social content generated $63 million for the Postal Service, even in spite of a limited schedule because of cancellations.
Additionally, Alexandria Ocasio-Cortez reposted us on Instagram, Ryan Reynolds gave us a Twitter shoutout and John Krasinski showed us love on Some Good News. So that's pretty great!
*pause while I think of a politics + Deadpool + The Office joke*
SEND IT
In 2020, there was a widespread call from politicians, celebrities and Twitter-gurus to support the Postal Service in their fight for funding. There was also an insane amount of hype about this USPS crop-top.
This culminated in an insane day, where this single Tweet racked up over 550k likes, 83k retweets and added 160k followers to our account - nearly doubling our following in twenty four hours.
VALENTINE’S DAY
On February 14th, more than just love is in the air. We called up our very own Mini Truck Cupid to remind people to send mail on Valentine's Day.
All aboard! Whether it’s big or small, homemade or store-bought, we’re working behind the scenes to deliver all your love. 🐻💕 .
💕We hope you have that heart-fluttering, walking-on-clouds, smile-all-day kind of day today. 💕 Happy Valentine’s Day! #sendlove
Dear @hallmark, it’s our turn to send the greetings. You're so thoughtful, funny and sweet. And somehow you always know just the right thing to say. Without you, we’d be like an envelope without a stamp…incomplete. Will you be our #Valentine?!? 🤞❤️ xoxo
ROAD TRIP
The Postal Service delivers to over 160 million addresses nationwide. To show off the sights and sunsets we see every day, we took our cute lil' Mini Truck on a road trip.
STAMPS
What's not to love about stamps? Tiny, intricate and customizable, we're obsessed with bringing these little guys to life!
There are so many stamps to love, but we really heart this one! 💕 Our Made of Hearts Forever® stamp is available online at usps.com/stamps 📸: @punkpostco
Something’s lurking in the shadows. Get your claws on Spooky Silhouette Stamps at usps.com/stamps. 🐾👀 #HalloweenStamps #halloween #spookyseason
Even the undead are getting their hands on our #SpookySilhouetteStamps. Order yours at usps.com/stamps. 👻
Agency: Weber Shandwick
CD: Dane Rahlf
Sr. CW: Jess Phelan
AD: Tony Avila, Maddie Stevens, Kate Lee
CW: Johnny Constable