Little Mistake Big Demand

The idea:

“Little Mistake Big Demand” showcases how FedEx can help Small Business owners be prepared for unexpected demand. From  birthdays, anniversaries, holidays etc. millions of people around the world trust FedEx to get their packages to the desired address intact and on time. In this spot, we look under the microscope at the other part of the equation; Small Business owners and how they can be affected by an event that sparks increased demand with consumers. We see it time and time again, a celebrity or social influencer finds a product they love and tweets it out to the masses. In this case, NFL star, Derrick Henry, accidentally tags a Small Business called “Titans Pans” on social media instead of his loyal “Titans fans.” The store starts trending so drastically it breaks the internet. This leads to an immediate influx of orders and shipments that need to go out, which can be very overwhelming for a Small Business that isn’t used to that kind of volume. However, if you ship with FedEx you don’t have to worry. The shipping and e-commerce solutions FedEx provides help guide and ease the burden to make sure that Small Business owners ‘Be Ready For What’s Next.’

The background:

As the pandemic ravaged the world lives changed forever, and we are still feeling the effects of those changes in our everyday life. One major change that took place as people across the world were advised to spend more time in the safety of their own home was a dramatic increase in the number of at-home deliveries/shipments. With demand at levels never seen before, coupled with a lack of employees due to various reasons related to Covid-19, shipping companies had a major issue to face. Consumers are used to a certain level of service with FedEx, but due to the current landscape of the world at this time it just wasn’t possible. As a result, brand perception and trust suffered. Faced with this issue we needed to assure the consumer that although there will be unpredictable events in the future, FedEx has focused their efforts on driving digital-first logistics and e-commerce solutions to ensure all businesses large and small are equipped to handle whatever comes next, even when it’s unexpected.

Results

Launched in the middle of the pandemic, with trust and perception issues still on Small Business owner and consumer minds, “Little Mistake Big Demand” was able to help shift the needle. Disqo studies showed that the brand messaging allowed Small Business owners to not only feel that FedEx is the right solution for Small Business (+12), but also helped with unexpected demand (+14) when compared to big business counterparts. There was also great reaction across social channels with the inclusion of NFL superstar, Derrick Henry, driving a lot of social conversations mainly on Twitter.