FedEx
FedEx Unpacked
Turning a logistics engineering lab into B2B storytelling people actually wanted to watch.
Watch Episode 1 on YouTube ↗The brief
FedEx partnered with YW3 to launch Unpacked, the company's first vertical video series and one of its first B2B(2C) storytelling platforms.
Embedded inside the FedEx Packaging Lab in Memphis, YW3 documented the engineers designing and testing the systems behind global shipping, turning complex logistics, precision and problem-solving into human storytelling.
The results
- 5M+video views across LinkedIn and YouTube
- 200Knew LinkedIn followers added during the campaign flight
- 4episodic films plus a trailer
B2B storytelling that behaves like B2C, and delivers measurable ROI.
The idea
Lead where the brand has authority.
Rather than create another corporate content series, YW3 built Unpacked around something FedEx uniquely owns: the expertise inside its Packaging Lab.
The series translated shipping science, from extreme package testing and labeling systems to massive-object logistics, into short-form, social-native storytelling designed for the way business audiences actually consume content.
The platform
YW3 developed Unpacked as a repeatable editorial platform built first for LinkedIn, where FedEx's business audience was already gathering.
Engineers, not corporate messaging, became the protagonists. The strongest episodes then expanded to YouTube, allowing the platform to move from B2B social into broader consumer discovery.
The trailer
Watch the trailer on YouTube ↗YW3 role
Strategy · Editorial Platform Development · Storytelling · Production · Social Content · Distribution Strategy
