Every Australia Post Care Package is full of little Australian goodies, and it’s the perfect gift to send to those who need it most: expats. By creating a product specifically for Aussies abroad, it was a chance for Australia Post to prove they are as good as – if not better than – their competition when it comes to posting overseas.

To prove that Australia Post can send anywhere, we got expats to do our advertising for us. By listening out for homesick Aussies on social media, we were able to surprise them with an Australia Post Care Package on they day they needed it most: Australia Day. Care Packages were customized for each recipient according to what they missed the most. When they arrived, expats responded by posting photos on Facebook and Twitter – advertising Australia Post’s international sending capabilities to their friends and family back home.

1,030 Care Packages were sent, but the impact was far greater. Expats took photos and posted messages on social media, which then reached approximately 350,000 Australians. And the more people that saw the Care Packages, the more that requested them. The campaign improved Australia Post’s net promoter score by 2.6% and increased their market share for international sending by 12% in the first quarter of 2017. Australia Post Care Packages was so successful it has been extended indefinitely to keep up with demand from homesick Aussies living overseas who need their Vegemite fix.