USPS Operation Santa|短视频|广告营销案例【ADGuider广告指南】

USPS 圣塔行动

案例简介：概要每个假日季节，美国邮政服务机构都会收到数百万封写给圣诞老人的信。大多数是由贫困儿童写的，他们要求帮助满足基本需求。邮政部门觉得有责任递送这些信件，希望有一个快乐的假期。圣诞老人行动是由邮政部门发起的，目的是让公众有机会回复这些无法投递的信件。我们的目标是让每一封信都得到回复。战略《圣诞老人在线行动》向一个巨大的新观众开放了这个节目 -- 一个总是联系在一起的节目。研究表明，千禧一代比其他几代人对捐赠更慷慨，但对他们捐赠给的组织更挑剔。总的来说，人们更喜欢直接向人们捐赠，而不是向大型慈善机构捐赠。通过创建一个网站，将访问者与一封独特的手写信件联系起来，我们可以吸引这些慷慨的人，并得到更多的信件回复。相关性当一个孩子给圣诞老人写信时，他们把他们的愿望写成文字。如果这些信没有得到回复，希望可能会从那些几乎没有其他东西可以抓住的孩子身上消失。圣诞老人行动从这些信件开始，我们用这些信件建立了一个网站，可以更好地将他们与纽约各地的圣诞老人联系起来。我们为收养信件和邮政服务人员的人创造了一个完整的用户旅程，从信件转移到平安夜的递送。圣诞老人行动帮助为负担不起的家庭和那些经常认为理所当然的圣诞老人提供了魔法。结果到该项目的第三周，即圣诞节前几周，几乎每封信都被采纳了。随着越来越多的人进来，越来越多的人也被采纳了。一卡车的礼物被带到邮局，所有的礼物都被送到纽约市的家庭。圣诞老人行动的数字化被新闻机构报道，并在社交媒体上广泛分享。由于试点项目的成功，圣诞老人行动将于 2018年在全国 33,000 个邮局在线提供。这意味着更多的信件会被回复，更多的孩子会继续相信圣诞老人。执行试点项目在纽约市网上启动。实物信件经过审查和扫描，放在网站上。后端流程旨在编辑个人信息并对具有唯一 id 的信件进行编码，在存储地址供邮政服务使用的同时保护信件发送者的隐私。当信件被采纳时，人们被指示将他们的礼物带到一个特定的邮局，在那里他们可以包装礼物，给收件人写圣诞老人的信，并发送他们的包裹。活动描述我们创建了一个以在线体验为中心的端到端流程，这种体验既认真又容易分享，伴随着善意的季节性激增。它的建成可以扩展到全国 33,000 个邮局，但从今年最繁忙的地方开始: 纽约市的第八大道位置。在这个平台上，人们可以浏览和选择他们可以用礼物回复的手写信件。手写的信件在读者和作者之间建立了深厚的个人联系，使得 “圣诞老人行动” 成为 USPS 基础设施中一个新的一对一慈善系统。但是，丰富的扫描和数据提取过程将确保作者的隐私，同时给邮政服务提供他们递送圣诞老人礼物所需的东西。

USPS 圣塔行动

案例简介：Synopsis Every holiday season, the U.S. Postal Service receives millions of letters addressed to Santa Claus. Most are written by needy children asking for help with basic needs. The Postal Service felt a responsibility to deliver these letters — letters written in hope of having a happy holiday. Operation Santa was started by the Postal Service to give the public an opportunity to respond to these undeliverable letters. Our goal was for every letter to receive a response. Strategy Taking Operation Santa online opened the program up to a huge new audience — one that is always connected. Studies show millennials are more generous with their donations than other generations but more critical of which organizations they give to. In general, people prefer donating directly to people rather than to big charities. By creating a website that connected a visitor with a unique handwritten letter, we could appeal to this big-hearted population and get more letters answered. Relevancy When a child writes a letter to Santa, they put their wishes into words. If those letters go unanswered, hope may vanish from children who have little else to hold on to. Operation Santa starts with these letters, with which we built a website that could better connect them to Santas around New York. We created a full user journey — for people adopting letters and Postal Service staff — that moved from letter to delivery on Christmas Eve. Operation Santa helped provide magic for families that can’t afford it, and for those Santas who often take it for granted. Outcome By the third week of the program, weeks before Christmas, almost every letter had been adopted. As more came in, more were adopted as well. Truckloads of gifts were brought to the Post Office, and all were delivered to families across New York City. The digitization of Operation Santa was covered by news organizations and shared widely across social media. Because of the pilot program’s success, Operation Santa will be available online and at 33,000 Post Offices across the country in 2018. That means more letters will be answered, and more children will keep believing in Santa. Execution The pilot program launched online in New York City. Physical letters were vetted and scanned to be put on the website. A back-end process was designed to redact personal information and encode letters with unique IDs, protecting the privacy of letter senders while storing addresses for the Postal Service to use. When letters were adopted, people were instructed to bring their gifts to a specific Post Office, where they could wrap gifts, write letters from Santa to the recipients and send their packages. CampaignDescription We created an end-to-end process centered around an online experience that was earnest and easily shared, riding the seasonal surge of goodwill. It was built to be scalable to 33,000 Post Offices nationwide but started this year with the busiest: New York City’s 8th Avenue location. On the platform, people could browse and choose from handwritten letters that they could respond to with gifts. The handwritten letters created a deeply personal connection between the reader and the writer, making Operation Santa a new one-to-one charity system within the USPS infrastructure. But, a rich scanning and data-extracting process would ensure the privacy of the writers while giving the Postal Service what they needed to deliver Santa’s gifts.