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Unites States Postal Service
role.
Creative Strategist
company.
Omnicom
The Business Problem: The "Utility Trap"
The USPS faced a perception crisis, viewed as a bureaucratic utility rather than a modern brand.
Relevance Erosion: Younger generations saw the mailbox as a destination for bills, not connection.
Commoditization: Struggling to differentiate from FedEx and Amazon beyond price and speed.
Peak Pressure: The need to drive high-margin Q4 volume while countering negative holiday delay narratives.
The Insight: "Magic in the Middle"
While digital is efficient, physical mail carries tangible hope. USPS leaned into its unique "Santa Equity"—leveraging its status as the only organization with a direct physical link to every American household to act as the "logistics arm of the North Pole."
The Solution: Digitizing a Legacy
USPS transformed a manual 100-year-old tradition into USPSOperationSanta.com, focusing on:
Digital Scale: Removing geographic barriers to allow instant "letter adoption" nationwide.
Frictionless E-commerce: Integrating partners like Toys"R"Us to allow donors to shop and ship in one ecosystem.
Humanized Storytelling: Rebranding postal workers as "Santa’s Elves" via the Dear Santa documentary to shift the narrative from logistics to "delivering wonder."
The Results: From Utility to Hero
Brand Affinity: Solidified USPS as a top-ranked, beloved government agency.
Operational Revenue: Achieved 100% state participation, driving massive volume through premium shipping services.
Future-Proofing: Cultivated "mail literacy" in children, building lifetime value with a new generation.
