top of page

  • ShipStation sells to warehouse-level ecommerce operations shipping thousands of packages a month, not "out of the garage" sellers. Heading into the holiday shipping crunch, the brief was to stay squarely in that enterprise lane while still saying something new for the season, no DIYer messaging, no shrinking the brand down to feel small.

  • If the enterprise-scale elements that already worked (carrier logos, warehouse scale, familiar visual cues) got wrapped in something genuinely seasonal, even a little irreverent, the creative could earn attention without losing the audience it was built for. Humor and warmth about the stress of peak season might land harder than another straightforward feature callout.

  • Built six concepts around that idea, each testing a different angle on the same tension: the size of the operation versus the size of the season.

    • A deadpan, "wink and nod" gallows-humor take on peak season burnout, shot at enterprise scale

    • An illustrated ShipStation advent calendar, alluding to scale and the end consumer in a friendly, low-detail package

    • A warehouse worker in a Santa hat, pulling a "keep your team happy" insight straight from customer research and setting it against holiday stress specifically

    • Carrier logo boxes stacked into a Christmas tree, leaning on the same familiar-logo trust signal that had worked in past rounds, in a new seasonal shape

    • A full Santa-costume hero shot, going all-in on the seasonal visual at enterprise scale

    • Carrier logos on a conveyor belt, the most "proven-elements" concept of the round, deliberately without "Peak Season" in the primary headline

  • Every ad in the round beat the CPA/trial goal, and every ad outperformed the always-on Evergreen campaign. The gallows-humor concept was the standout, strong enough that the team recommended carrying its "wink and nod" tone into non-seasonal rounds going forward. The advent calendar and Santa-hat concepts performed especially well with the Bronze+ audience specifically, validating that warmth and illustration, not just enterprise polish, could work for this buyer.

bottom of page