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。但这些信件在技术上是无法投递的。圣诞老人行动是由邮政部门发起的，目的是让公众有机会做出回应，并保持对圣诞老人的信念。每年，这些信件被分发给人们阅读和收养，每年，成千上万的人没有得到回复。我们的目标是回答每一封信。我们想让我们的数字试点项目中的每一个纽约人成为圣诞老人，并证明这个项目可以在全国范围内推广。战略我们扫描每一封信，提取关键数据点，向人们展示实现一个愿望需要什么。像儿童名字的个人联系，年龄和衣服的尺寸，要求和希望可以实现。敏感信息，如姓氏和地址，是加密的，只被邮政服务用于以后的递送。每封信都收到一个 ID，将它连接到只有邮政服务才能访问的隐藏信息。我们的系统允许我们在两个不同的时间收到兄弟姐妹的两封不同的信，然后立即将它们配对收养。按家庭分组的信件将被一起采用，以确保所有有同样希望的儿童都能得到回应。相关性圣诞老人有我们所有人的宝贵数据。他知道你圣诞节想要什么，无论你是坏是好，住在哪里，穿什么尺码。给圣诞老人的信也包含了大量的数据，这意味着美国邮政服务有能力让任何人成为圣诞老人。使用智能数据流程，他们能够在不损害安全和隐私的情况下共享重要信息。这个想法围绕着分析和应用圣诞老人的数据。结果试点项目的每封在线信件都被采纳了。节日期间，成功地将礼物及时送到有需要的家庭。纽约成千上万的圣诞老人无缝地使用他们收到的数据来实现愿望，家庭的私人信息受到保护。由于该项目的成功，该项目将于 2018年份在全国范围内回归。媒体战略手写信件被扫描并上传到网站上，有需求和尺寸，但敏感数据被编辑。试点地区的 4,780 纽约人采用了信件，利用提取的数据成为家庭圣诞老人。他们把礼物带回邮局，贴上他们独特的身份证，寄出去。邮政服务人员将身份证与地址相匹配，确保儿童和家庭的安全，并确保物品的交付。通过将圣诞老人运营扩展到数字世界，并开发一个完整的用户旅程 -- 从邮局收到一封信到一个人收养一个家庭，再到平安夜交付礼物 -- 有数据, 我们自始至终与美国邮政进行了互动。活动描述给圣诞老人的信充满了数据: 名字、地址、年龄、鞋子尺寸 -- 只有圣诞老人知道的信息。我们为信件创建了一个在线平台，根据它们包含的信息进行审查和分类。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。收养后，我们的圣诞老人被告知如何购买、包装和运送礼物。我们创建了完整的教学材料，提供了文档，并发送了提醒电子邮件，使这个过程从头到尾变得容易。我们还建立了一个安全的数据库，可以为采纳者提供购买礼物所需的信息，同时保护收到礼物的人的身份。我们设计了一个 11 位数的身份证系统，允许我们监控谁在接受哪些信件，还允许邮政服务员工查看和创建邮寄标签。

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. But the letters are technically undeliverable. Operation Santa was started by the Postal Service to give the public an opportunity to respond and keep the belief in Santa alive. Every year, these letters are put out for people to read and adopt, and every year, thousands go unanswered. Our goal was to answer every letter. We wanted to make every New Yorker in our digital pilot program a Santa, and to prove that the project could scale nationwide. Strategy We scanned every letter, pulling key data points to show people what was needed to fulfill a wish. Things like children’s first names for a personal connection, ages and clothing sizes, asks and wants that could be fulfilled. Sensitive information, like last names and addresses, was encrypted, used only by the Postal Service for delivery later. Each letter received an ID that would connect it to the hidden information only the Postal Service had access to. Our system allowed us to receive two different letters at two different times from a brother and sister, then instantly pair them together for adoption. Letters grouped by household would be adopted together to ensure all children in the same hope get a response. Relevancy Santa has valuable data on all of us. He knows what you want for Christmas, if you’ve been bad or good, where you live and what sizes you wear. Letters to Santa hold a lot of this data, too, meaning that the U.S. Postal Service has the ability to make anyone Santa. Using smart data processes, they were able to share important information without compromising safety and privacy. The idea revolves around analyzing and applying Santa’s data. Outcome Every online letter from the pilot program was adopted. Gifts were successfully delivered to families in need in time for the holidays. New York’s thousands of Santas seamlessly used the data they received to fulfill wishes, and the family’s private information was protected. The program will return, this time nationwide, for the holidays in 2018 because of the program’s success. MediaStrategy The handwritten letters were scanned and uploaded to the website with wants and sizes available, but sensitive data redacted. 4,780 New Yorkers in the pilot area adopted letters, using that extracted data to become Santa for a family. They brought gifts back to the Post Office, labeled with their unique IDs, to send out. Postal Service employees matched IDs to addresses, keeping children and families safe and ensuring delivery of the items. By expanding Operation Santa to the digital world and developing a full user journey — spanning from the Post Office’s reception of a letter to a person’s adoption of a family to the Christmas Eve delivery of the gifts — with data, we made an interaction with the U.S. Postal Service enriching from beginning to end. CampaignDescription Letters to Santa are filled with data: names, addresses, ages, shoe sizes — information only Santa knows. We created an online platform for letters, vetted and sorted based on the information they contained. On the platform, people could browse and choose from handwritten letters that they could respond to with gifts. After adoption, our Santas were given instructions on how to shop for, wrap and ship the gifts. We created thorough instructional materials, provided documents and sent reminder emails to make the process easy from start to finish. We also built a secure database that could provide adopters with the information they needed to buy a gift while protecting the identity of those receiving the gift. We devised an 11-digit ID system that allowed us to monitor who was adopting which letters and would also allow Postal Service employees to see and create the mailing label.