When we launched the digital series UPS Deliver Your Pitch, in partnership with the Dallas Cowboys, it was a huge success - so much so that they wanted to bring it back the next year. And because we were in Texas, we had to go even bigger!

The idea:

In the game of small business, you only get one shot at a first impression. With investors, it’s a well-rehearsed elevator pitch. With consumers, it’s your product and the package it comes in. Luckily UPS has the tools to help small businesses deliver in every way.

Three Texas-based small businesses will pitch their business story to our panel of judging, using only a UPS ox and the contents they fit inside it. The winner received a $30,000 grant to help them Be Unstoppable.

Doing it Bigger and Better:

After our successful first campaign, we assessed what worked and what we could grow. CeeDee Lamb had an incredible season, so we brought him and Emmitt back who had great chemistry - and are huge legends for the Cowboys and the Texas community. And where we really wanted to improve was how we concepted and shot the video this year. We really focused on short-form and social-first thinking (how can we connect to users on TikTok, IG reels, Reddit media, etc) and that affected our shooting style too - prioritizing the vertical ratio and shooting for things that we knew we could transition in the edit in fun ways. We also brought this into a clean studio which allowed for more UPS branding and control of the environment.

And lastly, because this was year two of the program - we had a previous winner! So we brought Cindy Pedraza, of Coco Andre Chocolate to serve as a judge alongside our Cowboys legends and UPS CSO Matt Guffey. Cindy’s presence was so well received - not only as a continued reward for her - but she was able to look at things as a Dallas native and resident in the community, as a business owner, and as someone who’d been in their shoes.

We also created UPS Deliver Your Pitch packaging to send to the small businesses to increase branding on camera but also. give each a more professional and uniformed look for Year 2. As well as an insert card where they could clearly write out the name of their business, their name, and what they would use the $30K for to help their business be more unstoppable. This helped our small businesses as well as the judges to make it easy for them to judge who was most deserving and a little more about their story.

The Website Development & Design

The Videos

Concept Intro Videos, Teasers, Small Business features, Winning announcement… we had a tight shooting schedule with celebrity talent and were able to come out with 14 unique videos and sized them for different mediums and buys to get the most eyes on our small businesses and our brands. Starting with our intro to the partnership and campaign:

We created one for each small business to rightfully call our our customers and point people to their businesses to help them succeed even more - and for each of those small businesses to have for their own social media and press.

And then there are always some great teasers - it’s hard to do anything in 0:06 so here’s mostly CeeDee laughing it up, showing why everyone loves him. And a promo code spot - get the most bang for your buck, now!