LANCE FORD | Creative Director
SHOPPING SMALL JUST GOT EVEN SMALLER
THE
IDEA
The UPS Store’s July promotion has traditionally focused on mailboxes. To connect with their core audience of small business owners, we leaned into a key insight: a business mailbox with a real street address acts as a tiny storefront. To bring the concept to life, we built actual miniature storefronts scaled to the exact dimensions of a mailbox.
A BIG TASK FOR A MINI MAKER
After identifying our featured small businesses, we worked with a professional miniature artist to handcraft and bring each mailbox storefront to life.
SHOPPABLE SMALL BIZ MAILBOXES
Cool, you made some miniature stores—so what? The real magic happened by building the storefronts for actual small businesses. We used these tiny storefronts to showcase real products, integrating a dedicated QR code into every mailbox. This allowed everyday UPS Store customers to scan, browse, and purchase items right there in the store. It took the campaign from a fun visual stunt to a fully shoppable activation that directly supported the businesses we were celebrating.
MAXIMUM VISIBILITY, MINIMUM SQUARE FEET
Running for the entire month of July, the activation was heavily promoted across owned social channels. To extend our reach, we collaborated closely with the featured small business owners and the miniature artist—leveraging co-created content to tap into new audiences and drive cross-promotional buzz.
