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uShip: Spotlighting the Ship Anything Platform

If you’re moving to a new home, you hire a traditional moving company. If you’re mailing a small parcel, you go to the post office. But what do you do if you have a horse, motorcycle, bulldozer, or antique armoire you need moved across the country? You call uShip. The company that inspired A&E’s Shipping Wars reality show sought Diffusion’s assistance to establish a strong cadence of executive visibility in the media and to showcase its B2B and B2C offerings built on utilizing empty truck space. Over more than 5 years of partnership, Diffusion has established uShip as the most recognizable shipping marketplace for big and bulky items.

Insight & Idea

Early on, Diffusion identified that uShip’s niche target market, focusing specifically on shipping bulky (and at times unusual) items, could either be a key differentiator or a media challenge. The right move was to lean in. Diffusion leveraged unique reports from uShip on topics like the most unusual items ever shipped and research on oversized deliveries, to garner early mainstream visibility in top tier publications to both consumer and business audiences.

Positioning the company as the most tech-forward shipping platform, Diffusion simultaneously launched on new features and product updates to show how the company was continuously innovating. uShip tech news became a regular appearance in trucking and retail trades where potential uShip partners were regular readers.

Establishing and maintaining executive visibility was another key campaign goal. Diffusion executed successful announcements for several executive appointments, including a feature-length Business Insider profile on one CEO’s path from intern to head office. Diffusion followed these announcements with regular thought leadership opportunities ranging from trade media to top tier business outlets to maintain attention on uShip’s top leaders.

Impact & Action

Diffusion has secured over 120 pieces of coverage for uShip, including more than 45 pieces of research coverage in outlets ranging from Fortune to FleetOwner. Diffusion secured coverage of executive moves in outlets like Business Insider and WSJ’s Logistics Report, putting the company on par with the largest in logistics. Balancing out stories in Modern Retail, Forbes and Freightwaves aimed at potential B2B customers, Diffusion simultaneously secured hits in consumer outlets like Apartment Therapy, Martha Stewart Living and US News & World Report to keep uShip top of mind with its B2C customer base as well.