Holiday shoppers don’t keep holiday shipping top of mind while they’re shopping. We were asked to make USPS the go-to for holiday shipping and to increase brand affinity with younger audiences through a digital activation.

We created an unboxing pre-roll video, put it in reverse, and showed that boxing comes first, especially with a USPS Priority Mail flat-rate box. Then, we targeted unboxing videos across YouTube to make sure that box was top of mind before they could think about anything else. Every time someone watched an unboxing video, they thought of boxing with USPS first.

USPS wanted to speak to the millions of unboxing fans that were already watching our boxes. We targeted those who watched unboxing videos for gift inspiration during the holiday season so that while they were shopping, they’d also think of shipping with USPS. The boxing pre-roll played before unboxing videos on YouTube, calling on viewers to order free USPS Priority Mail flat-rate boxes directly from the spot.

USPS targeted a range of unboxing videos throughout the holidays, many of them featuring Priority Mail flat-rate boxes in them. The video played for 30 days straight across 35 different YouTube categories to reach every type of unboxing fan out there.

124% more USPS Priority Mail flat-rate boxes were ordered than the previous year and shipping went up by 12% over the previous year, solidifying USPS as the biggest holiday shipper in America.