U.S. Postal Service
Operation Santa
Where do all the letters to Santa go?
It used to be that every letter mailed to Santa Claus was a wish that would go unread.
We wanted to grant these wishes, so we partnered with the U.S. Postal Service to create Operation Santa — a digital platform where these letters could finally be published, read and answered by people from all over the country.
RECOGNITION
Cannes Lions — Titanium Finalist, Bronze
The One Show — Gold x2, Silver
The Webby Awards — Winner
It runs on these age-old feelings of charity, goodwill, seasonal cheer. That’s the stuff of tradition and tradition is what we set out to create.
— Hear more of Petra’s insights on Operation Santa
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Operation Santa will go live again this holiday season and the next because we built it to be an ongoing platform. We worked with UX and DEV to build this digital effort. Our strategy gives it longevity. It’s already automated to be a super smooth process, and the best part is that it runs on these age-old feelings of charity, goodwill, seasonal cheer. That’s the stuff of tradition, and tradition is what we set out to create.
A digital platform full of handwritten letters for people to read, connect with and adopt.
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Santa, crowdsourced.
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We designed an internal process to publish these letters and protect personal information while preserving the emotional impact of children’s handwriting.
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With one click on our digital platform, a reader could adopt a child’s letter and become their Santa.
The word spread quickly on social media, during a season where people wanted to channel genuinely charitable feelings into a good cause.
30,000 holiday wishes granted so far, and so much more to come, care of USPSoperationsanta.com.
And wishes really can come true.
REACH
16.9 million
SITE VISITS
Over 1 million hits
(in 3 weeks)
COVERAGE
206 articles in major news outlets
(like CNN and The New York Times)
MEDIA BUDGET
$0
