FedEx Ground: Unbox Your Potential

CHALLENGE

FedEx Ground was looking to improve retention among package handlers and elevate the leadership skills of operations managers across hundreds of locations.

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SOLUTION

OFC conceived and produced “Unbox Your Potential”, an inspiring multi-media campaign inviting frontline employees to discover what’s great about FedEx Ground. The campaign tagline spoke to the action of exploring company benefits with a clever nod to the iconic FedEx box. Campaign materials included a user generated content campaign where employees shared short videos on what’s great about FedEx Ground. Assets also included a new package handler microsite, posters, flyers, and other collateral.

RESULT

The campaign resonated with frontline employees and generated thousands of visits to the microsite where employees watched the videos and learned about valuable benefits. Retention numbers improved significantly as employees engaged with the campaign.

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