UPS CAPITAL
Shipping insurance isn’t sexy. But it is serious, especially for small business owners who live the highs and lows of every shipment. For UPS Capital’s 2025 campaign, I led creative strategy and messaging across their InsureShield product line, transforming a technical offering into a resonant story about risk, resilience, and peace of mind.
Our goal: reframe shipping coverage as a must-have, not a maybe, by meeting entrepreneurs where they are, in language that gets their grind. I grounded the strategy in deep audience insight, then developed a tone that felt less corporate, more human—smart, warm, and grounded in the real stakes of running a business.
I built a messaging framework around three key pillars:
Make it personal: with stories, not stats.
Humanize the brand: root it in values, not features.
Create urgency: reposition insurance as a savvy, protective move.
That strategy shaped everything from platform plans to tone of voice. In less than 4 weeks, I wrote over 400 pieces of paid copy and 280+ organic posts across Instagram, LinkedIn, Facebook, and Reddit ensuring every word pulled double duty: educating, building trust, and driving action.
But the real shift? We moved from illustrations to real people. We held a brand shoot featuring actual InsureShield customers bringing authenticity and emotional weight to the campaign. The result was a bold, story-first system that made protection feel personal, not perfunctory.