UPS & Taylor Swift Reputation Album Promotion
Generating over 2 billion impressions and $7 million in earned media value across UPS channels, the #TaylorSwiftDelivery campaign was a landmark partnership for the release of Taylor Swift’s Reputation album. I was part of a collaborative team, spanning UPS Marketing, agency partners, and Taylor Swift’s representatives, that developed the creative strategy, working in strict secrecy to execute a comprehensive takeover of UPS.com, social media, and fleet graphics.
A critical component was the first-ever co-branded UPS Package Car. I oversaw the physical execution of this asset in a secure Atlanta studio, managing vendors, directing the wrap application, and photographing the prototype for stakeholder approval. The campaign dramatically shifted public perception, driving an 86% increase in positive sentiment for the UPS brand during the run of the campaign.
BRAND PROJECT
CREDITS
Agencies: T3, 13 Management, NEO@Ogilvy
In-House Creative Direction & Campaign Director: Brian Pember
In-House Art Direction & Social Campaign Manager: Ben Whitesell
CREDITS
Agencies: T3, 13 Management, NEO@Ogilvy
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
