UPS: Making drivers the star of the holiday show

[fomayof928@mowline]

A screenshot of the Calvin Klein YouTube video featuring Jeremy Allen White. In the video, the actor can be seen strolling the streets of New York before ascending the stairs of a building to get to the roof. On the roof, he performs various physical feats in Calvin Klein underwear.

The campaign’s first five Instagram posts nearly broke the internet, receiving 1.5 million likes and 22,000 comments the day after the posts were published. The campaign’s YouTube video received 282,000 views and their TikTok post received over 3.3 million views at time of this article publishing. Previous Calvin Klein social posts achieved only a small fraction of this performance, even those that feature notable A-list celebrities.

Sprout Listening data from December 5, 2023, to January 5, czechia b2b leads 2024, reveals mentions of Calvin Klein spiked from 2,747 to 37,190 and mentions of Jeremy Allen White increased from 537 to 32,958 on X (formerly known as Twitter) the day the campaign launched.

The play: Even if you don’t have a Hollywood budget, finding the right spokespeople, influencers and creators is critical. Invest where it counts with your audience (and when) to maximize your ROI.

UPS drivers are the heroes of the holiday season, often working overtime to deliver gifts across the country. This year, UPS spotlighted their hardworking drivers on social, orienting their holiday strategy around the people behind their business. Like in this video, where a member of their communications team interviews Quincy, a UPS driver. The interview is mostly full of rapid fire holiday questions, but also reveals Qunicy’s impressive daily delivery rate.



Fans of the brand responded enthusiastically, sharing their love for the UPS team in the comments section.

A screenshot of the comments section of the UPS TikTok video where Lesly, from the UPS social team, interviews Quincy, a driver for UPS. Comments include messages like "I love this video, so so cute," and "Happy holidays and thank you for all that you do, Quincy."