NCAA® March Madness®. It's a month-long tournament where hundreds of coaches, thousands of players, and millions of fans fight it out for the NCAA Division I Basketball Championship®.

This year, instead of standing divided, we asked them to stand united for something bigger:

The fight against cancer — a disease that, according to a leading U.S. health organization, will kill 7.6 million people worldwide this year (about 20,000 deaths a day).

To support Coaches vs. Cancer and the Kay Yow Cancer Fund, two organizations on the front lines of this disease, we took the fight to center court — literally.

We commissioned replicas of the Men’s and Women’s Championship courts and cut them up into 132 pieces. On Selection Sunday™, we sent the head coaches of the chosen teams their own piece of the floor and asked them to autograph it as a sign of support.

Three weeks later, UPS brought the pieces back together — to be displayed at the Men’s and Women’s Final Four® events in Indianapolis and Tampa Bay, respectively, where fans lined up for hours to take pictures in front of the signed, fully reassembled courts.

We then auctioned off the autographed pieces on eBay, with all proceeds going to Coaches vs. Cancer and The Kay Yow Cancer Fund.

Fans from all over the country joined in, raising tens of thousands of dollars. And UPS "Courts for a Cause" proved that, despite even the deepest rivalries, we can all come together for something greater than the game.

Every single item that travels through the UPS system starts with a customer's wish. And those wishes are delivered by a group of incredible UPS drivers every day. During the holidays, UPSers work long and hard hours doing whatever it takes to deliver those wishes. Our campaign focused on this human side to UPS.

We launched the campaign in November 2014 through social channels such as Facebook, Twitter, Instagram, and YouTube. We utilized banner ads to seed the campaign and even created an interactive banner where users could submit their wishes. We shared posts of all the granted wishes through our social channels for the duration of the holiday season. The content we created sparked positive conversations around the brand and got customers to share stories with more and more people.

Our #1 goal was to improve online brand sentiment for UPS. For the duration of the campaign, we achieved 99% positive sentiment across social channels according to the Sysomos sentiment tracker. This was different from last year when #UPSfail was everywhere and we saw negative conversations everywhere. We donated $1 for every wish made—reaching our goal of donating $100,000. Each of the four videos made for the campaign received more YouTube views than any other UPS video ever made. The Wishes videos had over 63MM views, 1.4MM likes, and 1.8MM shares—all record numbers for a UPS campaign. This “Driver for a Day” film

(https://www.facebook.com/video.php?v=10153010180986802) has, 45MM views (WITHOUT paid media). It also became the 39th most shared commercial spot of all time, according to Mashable.

With such a successful campaign, customers now saw UPS as a group of men and women that cares about every delivery.