UPS: POPURLS Brown Edition Delivered by UPS

By Federated Media

Entry information on the Web

To position UPS as a business solutions organization and not just a partner for shipping packages, the brand collaborated with Federated Media to reach business decision makers, help them seize post-recession opportunities, and be more efficient in growing their organizations.

Leveraging the popularity and functionality of POPURLS (http://popurls.com/) the business news dashboard POPURLS Brown Edition (http://brown.popurls.com/), was created to curate the most timely, relevant and popular stories across the categories of utmost importance to UPS' target audience for this campaign. Working with FM publishing partners Mashable, VentureBeat, TechDirt and Small Business Trends, original educational video content was created to mirror the UPS "Whiteboard" strategy. The two-minute "Whiteboard" videos by the editors of these publications focused in on themes like taking risks, successfully utilizing social networking, avoiding over-communication, and understanding the economics of abundance. The videos were promoted and distributed via co-branded ad units in addition to being housed on brown.popurls.com and the corresponding YouTube Channel.

FM's work in positioning UPS as a business solutions organization and raising brand awareness was measured by the following POPURLS Brown Edition results (from DoubleClick, client data, and Google Analytics):

• 32,000+ video views across brown.popurls.com, UPS.com/whiteboard, participating sites, banners, blogs, and social sharing sites, exceeding initial goal of 28,000 video views
• Establishment of a loyal audience with 25% regular return visits to brown.POPURLS.com
• 200 new Twitter followers to @popurlsbrown channel, which was added to more than 23 reputable lists
• 300+ comments on authors' blog posts about the UPS videos
• Quality engagement with an average of 6:52 spent on site per visit
• Strong search equity with participating authors' videos in the top 5 to 10 Google search results for video titles

More than $500,000 in added value through blog and social network impressions, including posts on Small Business Trends, VentureBeat and TechDirt and author tweets reaching approximately 30 million people.

September 2009-January 2010