In early 2017, the Taylor Swift team approached UPS about an album launch distribution plan. That plan expanded into a co-promotion including prominent placement and selling of her Reputation album on UPS.com, social media amplification and a first ever co-branded UPS Package Car.
As part of the internal UPS project team, we worked in secret in the months leading up to the album’s launch in November 2017. Specifically, I worked with UPS leadership and key agency partners on the look and feel of promotion on UPS.com, on UPS’s social media promotion and the logistics of creating the co-branded UPS Package Car.
The results were impressive as the co-promotional campaign drove over half a billion social interactions and dramatically increased positive perception of the UPS brand.
Credits
Agencies: T3, 13 Management, NEO@Ogilvy
In-House Creative Direction & Campaign Director: Brian Pember
In-House Art Direction & Social Campaign Manager: Ben Whitesell
In-House Creative Direction & Campaign Director: Brian Pember
In-House Art Direction & Social Campaign Manager: Ben Whitesell
Social Media Co-Promotion Teaser
UPS.com Home Page Takeover
UPS + Taylor Swift Album Launch Microsite
Top Secret Soundstage Pre-Album Launch Install Test
First Of Its Kind UPS Package Car Album Launch Promotion
