UPS Strategy

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Multi-Cultural Brand Agency RFP
April 28, 2023

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Agenda
03. THE HEROES
06. THE ASSIGNMENT
08. THE METHODOLOGY
13. THE VISION
24. THE APPROACH
32. THE CREATIVE
33. TERRITORY 1
40. EARNED MEDIA STRATEGY
56. COMMUNICATIONS ARCHITECTURE
59. TERRITORY 2
66. EARNED MEDIA STRATEGY
78. COMMUNICATION ARCHITECTURE
82. THE BUDGET
84. THE TIMELINE

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2 DIVISIONS 95 HEROS 100% BLACK-OWNED MULTI-DIVERSE DECADES OF COMBINED EXPERIENCE
WE HELP TURN BRANDS
INTO HEROES THROUGH
CONNECTION TO CULTURE
THE HEROES
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THE ASK
Develop an innovative social first campaign within the
tennis category to drive brand resonance with diverse-
owned SMBs and younger audiences.
THE CHALLENGE
UPS is undergoing a transformation to a more
modern brand and is aiming to shift perceptions
among SMB owners as innovative and inclusive. To
drive brand relevance, we have to show up in
unexpected places with a cool cache.
THE VISION
UPS’s mission is moving the world forward by
delivering what matters and driving awareness that
the brand is committed to supporting diverse-owned
SMBs is a focal part of that.
THE GOAL
Continue to reach the brand relevance goals and
capture market share as the preferred shipping
provider for SMBs by leveraging innovative
opportunities for the brand that connects with
younger audiences and diverse SMB owners.
THE ASSIGNMENT
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How we bring the
superpower to life:
Creative problem solving
Visual Identity, Experience
Design, Comms planning,
and media activation as
needed
Tracking, Analysis
and optimization
Analysis of brand
attributes, strengths,
shared values, etc.
Develop a deep
understanding of the UPS
and the SMB audience-
Need states, cultural
dynamics, obstacles, lived
experiences
Cultural Superpower
What’s is the brand’s
power viewed through
the lens of culture?
Hero’s Cultural Superpower Process
THE METHODOLOGY
EMPATHIZE MEASURE
DEPLOY
CREATE
ANALYZE
INTERSECT
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Tapping Into Hero’s Cultural
Superpower Process Will
Enable UPS…
THE METHODOLOGY
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SOCIO-
ECONOMICS
BIAS
PREJUDICES
ACCESS
RACISM
SEXISM
LIFESTYLE
CONVERSATIONS
ACTIVISM
PASSIONS
PASTIMES
COMMUNITIES
FUTURE SELF
CAREER
PURPOSE
LEGACY
GENDER
AGE
PLACE OF ORIGIN
FAMILY VALUES
CULTURAL ID
ETHNICITY
GOALS
OBSTACLES
INTERESTS
AMBITIONS
IDENTITY
ABLEISM
Decode Culture
THE METHODOLOGY

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A successful campaign begins with creating a social first narrative that adds
value to the cultural conversation for UPS. This is infused with the
understanding UPS’s audiences, the platforms they engage with, and
identifying a creative connection that actives the strategy.
Create A Narrative That Adds Value
THE METHODOLOGY
BRAND & TARGET VALUE EXCHANGE PLATFORM STRATEGY DEVELOP CONTENT CREATE ROI
Develop a deep
understanding of
UPS’s target
(Needs, Challenges,
Motivators, etc.)
Translate brand attributes
into a social first narrative
and tone of voice that
creates value
Invest in the development
of a dedicated digital-first
ecosystem built to translate
UPS’s superpower and
strengthen the relationship
with SMBs
Create disruptive content
and brand engagement
tactics that drive
performance and
build equity
Drive engagement and
KPI's using earned,
owned, and paid
amplification strategy
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Wildly driven under the concept that whatever you started with doesn't get to
determine who you are and where you want to be, The American Dream in
recent years has been redefined, remixed, and celebrated by the diverse
communities that make this country great.
The American dream is a hustle. A lifestyle. A vibe. It is late nights and early
mornings. It's building something out of nothing. It's providing for your family.
It's creating something valuable in your community. It's developing something
that you're proud of. The American dream is entrepreneurial in spirit!
The American dream is an SMB!
The Transformation Of
The American Dream
THE VISION
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33.2 MILLION
There are
small businesses in the
US, which account for
99.9% of all businesses
in the United States.
THE VISION
Source: SBA, Oberlo, Forbes
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THE VISION
12.9 MILLION
JOBS
in the last 25 years, with
8.7 million created
in the space of year.
SMB’s have added over
Source: SBA, Oberlo, Forbes
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90%
of the business population
are small and medium size
businesses and are major
drivers of the economy.
Over
THE VISION
Source: SBA, Oberlo
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59% of small and medium size
businesses in United States
4% of self-identified
LGBTQ2S+ SMBs.
THE VISION
are owned by BIPOC populations,
which doesn’t account for the
Source: Forbes
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Diverse equity has become an evolved
concept of the American dream, even in
spite of a lack of support financially.
Diverse-owned businesses have excelled in the US economy but
struggle to receive loans or capital even though they have
outgrown white-owned establishments in the last decade.
66.4%
percent of BIPOC business owners receive
funding, in comparison to 80.2 percent of
white business owners receive at least
some of the funding
THE VISION
1.2%
BIPOC owned SMB’s receive a higher
percentage on their bank loans then their
white counterparts
MORE THAN
80%
don’t get any outside
financing at all
Source: Forbes
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Despite the demographic shift
of an entrepreneurial class, diverse SMBs in the
United States has been primarily overlooked…
THE VISION
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Leaving diverse SMB’s to be confronted with
the reality of two simultaneous truths:
Being a driving force
within a diverse
American economy
Being under-appreciated
in a larger context,
yet celebrated within
the community
THE VISION
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But UPS
wants to be the essential
part of that shift in changing
that paradigm…
THE VISION
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Owning a SMB takes grit, and determination.
SMBs are in constant back and forth to keep the ball
in play, serve their clients’ needs, and win the point.
Much like the game of tennis, the end game is to
hustle, ensure the win and make it to the top.
UPS Understands:
THE VISION
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So, How Can UPS Celebrate SMBs By Creating
A Moment In Culture?
THE APPROACH
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Community Connection
We respond and love the businesses
that see us for who we are and connect
with the products specifically made for
us
We frequent businesses that provides
us with a sense of community.
Tapping into cultural moments that UPS can activate to create an
opportunity to engage authentically with SMBs:
THE APPROACH

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Strategy & Technique
SMB
Speed & Precision
Follow Through & Grace
Passion & Grit
Entrepreneurial &
Preservation
Empowering SMBs with tennis principles empowers UPS to uncover
synergy in unlikely places.
Creating An Opportunity For UPS To Connect:
Tennis
THE APPROACH
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The Opportunity
UPS is in a perfect position to provide a platform
to SMB’s that highlight their contributions and
celebrate all they’ve achieved.
Emerging tennis stars are
waiting for that one big win.
Like an SMB, tennis
stars need the platform and
an opportunity to prove they
belong. All they need is the
opportunity to break through
that will propel them
into stardom.
Being an SMB is rooted
in UPS’s core values.
UPS understands that SMB
owners will do everything they
can to get to the moment
where their hard work and
effort pay off and allows them
to shine bright.
SMB
Tennis
Proudly
Unstoppable
Campaign
UPS & Small Businesses
hustle together.
Running a small business is not easy.
But owners hustle day in and day out
to make their dreams come true.
SMBs are all about
the agility and hustle
to break through
and be successful.
But it's also about getting to the
next stage, or the next round on
the court, so you have the
opportunity to shine.
THE APPROACH

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Superpower
A constant hustle exists to thrive, do more, and be great. The entrepreneurial SMB, much like the
tennis player, is singularly responsible for so much greatness to be made within a moment.
However, running their own business, like running on the tennis court, is not for the weak
Harnessing The
UPS Superpower Tennis
Agility & Hustle
UPS Diverse
SMB’s
THE APPROACH

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Positioning:
How do we move from
the superpower into an
idea that future proofs
the brand?
The Opportunity
UPS wants to celebrate the hustle and
determination SMBs make to the space, too
often, what is displayed on the tennis court.
UPS is in a perfect position provide a platform to SMB’s that highlight
their contributions and celebrate all that they’ve achieved.
The Superpower
Agility & Hustle
Creative Territories
15-Love
UPS Match
THE APPROACH

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2
Connect &
Inspire
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Highlight &
Celebrate
2 Strategic Ways In
Connection is what you need to anticipate
the next move and move forward
Provided performance sings their praises
and celebrates their contributions
THE APPROACH
UPS recognizes that there's an opportunity to support diverse SMBs through
the lens of tennis with a much deserved platform that showcases their hustle
and agility, inspiring and empowering them to break through and succeed.

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TERRITORY 1
HIGHLIGHT & CELEBRATE

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SMBs are the backbone of the economy and an essential part of our
social fabric. But for them to be successful it takes support & love from
us all - Love from community, love from customers & clients, love from
service providers & business partners like UPS.
Without love & support, SMBs don’t stand a chance. They need advocates
and partners willing to sing their praises, celebrate their contributions,
patronize their provisions and point others in their direction. What they
need more than anything is love. It’s all love.
TERRITORY 1
Territory 1: Highlight & Celebrate
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What if a prominent tennis star partnered
with UPS to create an ecommerce
superstore that shined a light on
diverse-owned SMBs?
TERRITORY 1
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15-Love is an online ecommerce super store powered by UPS
that leverages the reach and resonance of an admired diverse
tennis personality to shine a light on 15 diverse owned small &
medium sized businesses (SMB) loved by our adored tennis
ambassador.
Imagine the likes of Coco Gauff, Leylah Fernandez, or Frances
Tiafoe creating and curating an online retail point-of-destination
to bring awareness to brands they love by promoting must-have
products from those brands that they can’t live without.
15-Love is all about UPS serving up support to give SMBs the
advantage they need to win the game of business.
TERRITORY 1

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Potential
Tennis
Ambassadors
Sloane Stephens Madison Keys Emma Raducanu
Coco Gauff Frances Tiafoe Leylah Fernandez
TERRITORY 1

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Anchored by a content driven microsite,
15-Love will strategically use content,
influencers, and social media as tactics
and draw inspiration from the rapidly
expanding love affair diverse communities
have with the sport of tennis to grow
engagement with our target audience,
drive traffic to the e-commerce site, and
illustrate UPS’s love for and commitment
to diverse owned SMBs.
How It Works
TERRITORY 1

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EARNED
MEDIA
STRATEGY
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Influencer Deployment
Create cohesive messaging by utilizing tier-1
ambassador persona as a 15-Love spokesperson
& host across multiple content activations.
Leverage their reach & experience utilizing campaign
storytelling to promote campaign and SMBs.
Connect with SMBs who have successfully launched
their own brands, but deserve more exposure.
Foster cross-platform content to promote their
products and the UPS 15-Love microsite.
Identify business owners in the Black, LGBTQ+,
AAPI and Hispanic- spaces.
Activate tennis pros focusing on naturally integrated
collaborations with small businesses in spaces
they already enjoy and love.
Bridge the gap by tapping into their expertise as agile
athletes to show camaraderie with SMBs.
LAUNCH
EARNED MEDIA STRATEGY
15-20 Micro-Med
Business Owner Partners
1-2 Medium Tennis Pros
1 Macro Ambassador
@christina_mchale @bigfoe1998 @kasatkina @robinm0nty @meretheir @officialslv

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Goal: Highlight the products and the
businesses that are featured in the 15-Love
Pop Up Shop.
Everything in these phase should focus
on storytelling behind the people and
the product.
Goal: Create buzz and anticipation before
the launch of the 15-Love Microsite.
Introducing the partnership in teaser content
with video teasers of the new series and site
launch that introduces the venture.
Ignite:
Buzz (Awareness)
Launch:
Engagement (Product)
Goal: This phase should focus on sales
and fulfillment.
How do we keep the consumer engaged,
interested and primed to purchase from the
15-Love pop up shop.
Sustain:
Fulfillment (Shipping)
Phase 1 Phase 2 Phase 3
Campaign Anatomy
Primary Goal: Create buzz and anticipation before the launch of the 15-Love Microsite.
Secondary Goal: Awareness of UPS’s championing of diverse SMB’s
Campaign Touch Points: Social, PR, Digital, Influencer

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15-Love Influencer Activations Overview
Partners will share their unboxing
experience with a multitude of 15-Love
products using hashtag #15Love.
Their 15-Love boxes will be curated so that
partners have the best new gear they need
to ace their next match.
Platform: Instagram Reels, Tiktok
Influencer tier: Micro
Primary macro ambassador will share 15
small businesses during an IG takeover to
introduce audiences to what products they
can expect on the 15-Love site.
The first 100 people to access the micro site
and purchase will receive a signed tennis
racket and will be entered to win free tickets
to the Atlanta Open.
Platform: Instagram
Influencer tier: Macro/Med/Micro
Ignite:
15 Day Takeover
Launch:
Game, Set, Unbox
Here to Serve is a B2B online panel
discussion where a select group of
entrepreneurs chosen from our 15-Love
participating SMBs will serve up support,
help, insights, and advice to burgeoning
businesses like theirs in need of direction.
Platform: Instagram Live, Tiktok Live,
Linkedin Live
Influencer tier: Med/Micro
Sustain:
Here to Serve

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IGNITE
Generate Buzz

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“Big Things Coming” Announcement
IGNITE
To build excitement and ignite the campaign, our beloved tennis ambassador
will make a show-stopping announcement on IG & Tik Tok, informing the world
that they have big news coming and inviting their world of followers to an
upcoming press conference, during which they will reveal their newest venture
to their adoring fans
Why We Love It
● Leverages our ambassador
● Introduces consumers to the campaign with a splash
● Shines a light on diverse owned SMBs
● Puts a spotlight on amazing products from our SMBs
● Pays homage to the diverse community’s growing love affair with the
sport of tennis

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15 Day Countdown - IG Takeover
IGNITE
In the 15 days leading up to the launch of the 15-Love superstore and
microsite, our tennis ambassador will introduce us to 15 products
from our 15 participating SMBs — one product from one SMB per
day.
Why We Love It:
● Puts a spotlight on amazing products from our SMBs
● Creates anticipation and excitement
● Puts our upcoming 15-Love Grand Opening on the calendar
of consumers
Platform/Deliverables:
● Organic Posts on tennis amabassdor’s Instagram
● Highlighted IG Stories pinned to ambassador’s page
● Syndicated on UPS’s social channels

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Press Conference
IGNITE
A formal event where our tennis ambassador announces their newest
venture outside of sports, a partnership with UPS called 15-Love.
Gathered in the press room will be journalists and media who will ask
questions just like an athlete would pre-game to hype up a match.
Topics To Be Covered Will Include:
● Why partner with UPS
● Why SMBs need love.
● What SMBs need to succeed
Why We Love It:
● Shines a light on UPS, and the love, adoration, and the support
that they provide to SMBs
● Puts our upcoming 15-Love Grand Opening on the calendar of
consumers
● Pays homage to the diverse community’s growing love affair
with the sport of tennis

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LAUNCH
Promote Product

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What it is:
To open the doors of the 15-Love super store our tennis ambassador
will preside over a virtual ribbon cutting, inviting members of the public
who share UPS’s values of diversity and social responsibility in for a
digital tour of all the store’s offerings.
Why We Love It:
● Shines a light on UPS, and the love, adoration, and the support
that they provide to SMBs
● Leverages our ambassador large organic following who are
engaged and invested in their content and recommendations
Grand Opening
LAUNCH

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To kick off our opening week, anyone who enters the 15-Love digital
store will receive discounts to products and the chance to win exclusive
giveaways of must-have products loved by our tennis ambassador.
Why We Love It:
● Increases Awareness
● Increases Digital Traffic
● Increase sales
● Create excitement
● Gets consumers talking and sharing info about 15-Love
● Opportunity for testimonies on the experience
● Creates opportunity for UGC
Opening Week: Giveaways and Discounts
LAUNCH

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Game, Set, Unbox
Unboxing Series
LAUNCH
Neatly packed in a 15-Love branded box, we’ll send an absolutely
must-have package of products curated by our tennis
ambassador to a select group of influencers for an unforgettable
unboxing.
Why We Love it:
● Creates exclusivity and excitement
● Reinforces the connection between SMBs and tennis
● Creates shareable moments
● Drives earned engagement
● Builds community & connection around the partnership

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SUSTAIN
Fulfillment

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Love Stories Live is a series of IG Live and Tik Tok events that we’ll
produce To tell the stories of the 15 companies at the heart of the
campaign.
In addition to chronicling their journeys, the social media series will
illustrate how the support of UPS can help SMBs overcome
challenges and successfully navigate the world of small business.
Why We Love it:
● Illustrates the power of the 15-Love campaign
● Showcases products from our 15-Love participating SMBs
● Makes products available for sale directly through IG Live
● Humanizes SMBs, putting a face to the brand
● Brings awareness to SMB founders
● Highlight UPS’s commitment to diverse communities
SUSTAIN
15-Love Stories Live
Instagram Live

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Hashtag #15Love is an organic social media extension to the 15-
Love campaign that gives our audience the power to shine a light
on their favorite SMBs, both locally and nationally.
Using the hashtag 15-Love, consumers will bring brands to our
attention.
We’ll then use the main UPS channels to spotlight 15 of these
companies brought to our attention by fans and consumers to
add to our original list of 15 because the best recommendations
come from those you love and trust.
Why We Love It:
● Gives our audience the power to shine a light on their
own favorite brands & businesses
● Cultivates community and empowers diverse voices in
our audience
● Illustrates the power of the 15-Love campaign
Hashtag #15LOVE UGC
UGC Campaign
SUSTAIN

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SUSTAIN
Here to Serve is a B2B online panel discussion where a select group
of entrepreneurs chosen from our 15-Love participating SMBs will
serve up support, help, insights, and advice to burgeoning businesses
like theirs in need of direction.
Why We Love Idea:
● Humanizes SMBs, putting a face to the brand
● Shows love to other SMBs, just like theirs
Here To Serve
TikTok Coaching Series

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COMMUNICATION
ARCHITECTURE
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Launching a social first campaign for UPS
Consumer Category Culture Company
Two Truths Being a driving force within the
diverse American economy
Being under appreciated in a larger context,
yet celebrated within community
Community
Cultural Moments Connection
Creative Territories 15-Love UPS Match
The Opportunity
15 Day Takeover Game, Set, Unbox SMBs Serving SMBs Pre-Match Interview Match Commentary MatchBox Unboxing
Develop a social first campaign
within the tennis category to drive
resonance with younger audiences
and diverse SMB owners.
Campaign should feature a relevant
tennis influencer who can drive
resonance and create a moment to
uplift diverse-owned SMBs
Campaign needs to have an
authentic buzz-worthy launch and
create a moment in culture.
Program should drive awareness
that UPS is committed to supporting
diverse- owned small businesses.
Objectives
Strategic Approach
Agility & Hustle
Superpower
Influencer Territories
Social First Activations
Big Things
Giveaways
15 Day Count
Game, Set, Box
Press Conf.
Here To Serve 15 Love Live/UGC
Grand Open Match Raffle Match Recap
Pre-Match Hype
UPS Unboxing Commentary
COMMUNICATION ARCHITECTURE
Social Campaign Architecture

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Consumer Experience
Campaign Ecosystem
IGNITE WITH SOCIAL FIRST CONTENT
LAUNCH PRODUCTS WITH
SOCIAL ENGAGEMENT
DEPLOYED INFLUENCERS
AT ALL PHASES
SUSTAIN 15-Love INTEREST
Grand Opening Giveaways & Discounts:
To kick off our opening week, anyone
who enters the 15-Love digital store will
receive discounts to products and the
chance to win exclusive giveaways of
must-have products loved by our tennis
ambassador.
15 Love Live: Stories is a series of IG Live and Tik Tok
events that we’ll produce To tell the stories of the 15
companies at the heart of the campaign.
#15Love UGC: is an organic social media extension to the
15-Love campaign that gives our audience the power to
shine a light on their favorite SMBs, both locally and
nationally leveraging #15Love.
Game, Set, Unbox: Neatly packed in a 15-Love branded box, we’ll
send an absolutely must-have package of products curated by our
tennis ambassador to a select group of influencers for an
unforgettable unboxing.
Here to Serve: A B2B online panel discussion where a select group
of entrepreneurs chosen from our 15-Love participating SMBs will
serve up support, help, insights, and advice to burgeoning
businesses like theirs in need of direction.
15 Day IG Takeover: In the 15 days leading up to
the launch of the 15-Love superstore and
microsite, our tennis ambassador will introduce
us to 15 products from our 15 participating
SMBs — one product from one SMB per day.
Press Conference: A formal event where our
tennis ambassador announces their newest
venture outside of sports, a partnership with UPS
called 15-Love.

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TERRITORY 2
CONNECT & INSPIRE

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What business owners and tennis players alike want more than anything is a chance
to play on center court. They want their time in the spotlight and a chance to compete
at the highest level to show the world that they have arrived and to justify all the hard
work that they’ve put in to become a success.
For tennis players, the benefits are the numerous opportunities that come their way
after competing on that stage. For business owners, having the spotlight on them at
center court means increased awareness, new customers, and improved sales.
Win, lose, or draw — What they want more than anything is to take part in the big
match, because they know that the benefits of doing so can catapult their star, or their
store, to the next level.
TERRITORY 2
Territory 2: Connect & Inspire

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What if we pitted SMB against SMB in
a friendly competition for recognition,
awareness, and sales where everyone
went home a winner?
TERRITORY 2
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UPS Match is a social content series that puts SMBs center court, shining a
spotlight on them and introducing their products and provisions to the
world.
UPS Match puts a topspin on the social media phenomenon Versus, but
instead of pitting two musical artists against one another, we’ll have two
SMBs go head-to-head live on social.
Hosted by our tennis ambassador, prominently positioned and officiating in
an umpire’s chair at center court, two burgeoning brands will pitch their
products to the public and get their time in the spotlight, all in an effort to
build awareness and increase sales.
It’s SMB vs SMB volleying for recognition, awareness, and sales in a match
for the ages.
Introducing UPS Match.
TERRITORY 2

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Our tennis ambassador will kick off the match with an
announcement that declares: “It’s Your Serve,” offering a diverse-
owned SMB entrepreneur their moment at center court and the
chance to tell their own unique story and introduce their brand
and products directly to our digital audience. To increase our
reach for this activation, we’ll utilize both our own social channels
and that of our ambassador.
Audience members will be able to purchase each business’s
select goods and products directly in the IG app, and thanks to
UPS free shipping we’ll offer as part of the match, everyone will
go home a winner.
How It Works
TERRITORY 2

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EARNED
MEDIA
STRATEGY
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Influencer Deployment
Create cohesive messaging by utilizing tier-1
ambassador persona as a UPS Match spokesperson
& host across multiple content activations.
Leverage their reach & experience utilizing campaign
storytelling to promote campaign and SMBs.
Connect with SMBs who have successfully launched
their own brands, but deserve more exposure.
Foster cross-platform content to promote their
products and the UPS Match microsite.
Identify business owners in the Black, LGBTQ+,
AAPI and Hispanic- spaces.
Activate tennis pros focusing on naturally integrated
collaborations with small businesses in spaces
they already enjoy and love.
Bridge the gap by tapping into their expertise as agile
athletes to show camaraderie with SMBs.
LAUNCH
15-20 Micro-Med
Business Owner Partners
1-2 Medium Tennis Pros
1 Macro Ambassador
@madisonkeys @donaldyoungjr @lendalejohnson @sabsantamaria @stefaniaokolie @megemikoart

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Goal: Drive engagement with the matches.
● Giveaway - Real-time give away of
tickets to the ATL.
● Influencer Drop ins - cameos from our
influencers during the event.
Goal: Promote event and drive
earned conversations.
● IG Live Press Conference - staged
media event with a fleet of UPS trucks
behind our tennis influencer.
● Pre-Match Hype Interviews - Interview
series hyping up the SMB owners before
their match up.
Ignite:
Pre Match (Awareness)
Launch:
Match (Product)
Goal: Sustain engagement and promote
sales from SMBs.
● Post event Commentary - by comedians
and key influencers.
● Unboxing - Tennis influencers kick off
the unboxing series.
Sustain:
Post Match (Shipping)
Phase 1 Phase 2 Phase 3
Campaign Anatomy
Primary Goal: Showcase UPS’s support of SMB’s
Secondary Goal: Create buzz and anticipation before the launch of UPS match campaign
Campaign Touch Points: Social, PR, Digital, Influencer

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UPS Match Influencer Activations Overview
Audiences watch and respond in real time
as influencer ambassador and partner
weigh-in and provide exciting commentary
on the match.
Platform: Instagram Live, Tiktok Live
Influencer tier: Macro/Med/Micro
Our tennis ambassador and two SMBs will
talk about why they are excited to go head-
to-head in a campaign hype video where
we’ll introduce consumers to the upcoming
match.
Platform: Instagram Reels, Tiktok
Influencer tier: Macro/Micro
Ignite:
Pre-Match Hype
Launch:
Match Commentary
Partners will share their unboxing
experience with UPS Match products with
special UPS Match boxes.
Pre-selected SMB pairs will post in tandem
on their pages featuring enthusiastic
unboxings of their Match’s products to
ensure campaign is about amplifying the
brands first and foremost.
Platform: Instagram, Tiktok
Influencer tier: Med/Micro
Sustain:
Match Unboxings

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IGNITE
Generate Buzz

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We’ll ignite the campaign with a formal event where our tennis ambassador announces
their newest venture outside of sports, a partnership with UPS called UPS Match.
Gathered in the press room will be journalists and media who will ask questions and
report on the announcement. On the dais with our esteemed tennis ambassador will be
entrepreneurs from the SMBs who will be matched first as part of the program.
Topics To Be Covered Will Include:
● Why partner with UPS
● Why match SMBs
● What SMBs need to succeed
Why We Love It:
● Gives SMBs their moment at center court
● Puts our matches on the calendar of consumers
● Shines a light on diverse-owned SMBs
Pre-Match Press Conference
IGNITE

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In a campaign hype video we’ll introduce consumers to the upcoming match,
where our tennis ambassador and two SMBs will talk about why they are excited
to go head-to-head. During these videos SMBs will inspire their loyal customers to
tune into the match by teasing new, limited edition products only available during
the match.
Why We Love It:
● Taps into the growing popularity of drop culture where demand
for product releases are amplified due to their exclusivity and
limited availability.
● Gives SMBs their moment at center court
● Puts our matches on the calendar of consumers
● Shines a light on diverse-owned SMBs
Pre-Match Hype
IGNITE

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71
LAUNCH
Promote Product

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Match Sweepstakes gives any consumer who purchases an item
during our first match the opportunity to be automatically entered for a
chance to win an all-expenses paid trip to the UPS sponsored Atlanta
Open 2023.
Why We Love It:
● Promotes sales for the diverse-owned SMBs participating in
our program
● Drives campaign engagement
● Creates an opportunity for generating and amplifying social
media content
● Shines a light on UPS tennis-based sponsored events
Match Sweepstakes
LAUNCH

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We’ll tap influencers to weigh in on the match in real time, providing
analysis and commentary on products and SMBs, offering levity and
humorous insights to add entertainment to the event.
Why We Love It:
● Makes the mundane magnificent
● Positions us to not take this so seriously
● Gives our audience the ability to respond in real time
● Drives campaign engagement
Match Commentary
LAUNCH

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74
SUSTAIN
Fulfillment

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Match Recap is a post UPS Match social series done by our
commentators that strikes a balance between humor and informative
analysis to ensure that the recap remains insightful and relevant as it
lightens the mood, engages viewers, and makes the experience more
enjoyable and memorable.
Why We Love It:
● Adds humor and entertainment value to the campaign
● Increases potential for content to go viral
● Promotes sales for the diverse-owned SMBs participating
in the program
● Reinforces relevance to younger audience
● Promotes sales
Match Recap
SUSTAIN

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Neatly packed in a UPS Match branded box, we’ll send an
absolutely must-have package of products curated by our
tennis ambassador to a select group of influencers for an
unforgettable unboxing.
Why We Love It:
● Illustrates UPS’s excellence in shipping & logistics
● Creates exclusivity and excitement
● Creates shareable moments
● Builds community & connection around the
partnership
UPS Match Unboxing
SUSTAIN

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77
COMMUNICATION
ARCHITECTURE
77

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Social Campaign Architecture
Launching a social first campaign for UPS
Consumer Category Culture Company
Two Truths Being a driving force within the
diverse American economy
Being under appreciated in a larger context,
yet celebrated within community
Community
Cultural Moments Connection
Creative Territories 15-Love UPS Match
The Opportunity
15 Day Takeover Game, Set, Unbox SMBs Serving SMBs Pre-Match Interview Match Commentary MatchBox Unboxing
Develop a social first campaign
within the tennis category to drive
resonance with younger audiences
and diverse SMB owners.
Campaign should feature a relevant
tennis influencer who can drive
resonance and create a moment to
uplift diverse-owned SMBs
Campaign needs to have an
authentic buzz-worthy launch and
create a moment in culture.
Program should drive awareness
that UPS is committed to supporting
diverse- owned small businesses.
Objectives
Strategic Approach
Agility & Hustle
Influencer Territories
Social First Activations
Big Things
Giveaways
15 Day Count
Game, Set, Box
Press Conf.
Here To Serve 15 Love Live/UGC
Grand Open Match Raffle Match Recap
Pre-Match Hype
UPS Unboxing Commentary
Superpower

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Match Sweepstakes an opportunity for purchasers
to automatically enter for a chance to win an all-
expenses paid trip to the Atlanta Open 2023.
Consumer Experience
Campaign Ecosystem
IGNITE WITH SOCIAL FIRST CONTENT LAUNCH PRODUCTS WITH SOCIAL ENGAGEMENT
DEPLOYED INFLUENCERS AT ALL
PHASES
SUSTAIN UPS MATCH INTEREST
Commentary & Spoofs a collection of duets by our
influencers providing their commentary as well as spoofs
and memes alluding to “you had to be there moments
from the recent episode of the Match UPS series.
Pre-Match Hype: The pre-match interview, harnessing the growing
popularity of drop culture.
Match Commentary: Audiences watch and respond in real time as
influencer ambassador and partner weigh-in and provide exciting
commentary on the match.
Matchbox Unboxing: An influencer led unboxing experience
showcasing exclusive drops from participating SMBs.
Pre-Match Press Conference: A formal event
where our tennis ambassador announces their
newest venture outside of sports, a partnership
with UPS called UPS Match.

UPS Strategy

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