WorkPOSTED December 16, 2014

UPS Canada: Peak shopping and delivery season

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As more Canadians open up their laptops to go holiday shopping instead of visiting a local mall, the holidays are becoming even more important for our client UPS Canada.

To strategically leverage this cluttered time, APEX worked closely with UPS to develop a multi-layered peak campaign to communicate with retail customers, as well as small business customers, for the 2014 peak season.

This campaign included the following tactics:

  • The 4th annual Black Friday survey of Canadians was conducted to expose shopping habits for the holiday. With this research, UPS was able to speak to the holiday activity, how Canadians intend to shop and how businesses can prepare.
  • Matte stories also shared relevant tips and tricks for the holiday season including winter driving tips from UPS drivers, hassle-free online tips and how to prep an online store.

These tactics resulted in over 12 million impressions from over 25 pieces of coverage thus far.


As a bonus holiday surprise, the APEX team was on the lookout for any other unique opportunities to position UPS “delivering” during the holiday season.

Watch the BT Toronto segment where UPS Canada surprised 10-year-old ‘Love Sandal’ founder Abi Smithson by fully funding the rest of her Indiegogo campaign.

The surprise resulted in additional coverage in techvibes, Metro Toronto and Crowdfund Insider.