The United States Postal Service has been delivering mail and shipping packages since 1792. However, the recent proliferation of private-label shipping, the rise of online mega-merchants, and the entrance of big box stores into the home delivery space put the squeeze on USPS during the profitable holiday season. While surveys showed that Americans have a strong affinity for USPS and genuinely want the organization to succeed, numerous media tracking studies revealed that traditional campaigns were impenetrable in moving the brand above 3rd place among shippers, as consumers turned to higher-priced competitors with outsized budgets. Furthermore, USPS became a political hot button issue, it’s very integrity and existence in the crosshairs. To capture the public’s hearts, minds and business, we sought an approach which focused on what makes USPS a venerated institution — its people, its logistical innovations, its commitment to public service, and its priority holiday shipping offerings.
Enter Dear Santa, a branded, feature-length documentary championing USPS’s ‘Operation Santa’ program. Every year, USPS receives letters to Santa from children across the country, and through Operation Santa, USPS allows volunteers to adopt and fulfill a child’s holiday wish. Directed by award-winning filmmaker Dana Nachman, Dear Santa captures heartwarming stories and gives the public unprecedented access into USPS’s legendary initiative. To ensure that Dear Santa would be seen and embraced by the widest possible audience, the film was sold to IFC Films, allowing Dear Santa to receive both theatrical and TVOD distribution during the 2020 holiday season — a time when streaming use amongst COVID-homebound audiences increased 92%.
Our PR strategy created interview and feature opportunities that targeted top entertainment publications and TV news programs to create the breakout opportunity we so desired.
