Putting emotion back into B2B Performance Marketing

Campaign Objective
To create awareness about Maersk’s Refrigerated Cargo solutions beyond Ocean.

Challenge
To position Maersk’s end-to-end Refrigerated Cargo Solutions in the long term:

While launching the campaign in the peak of the Covid-19 pandemic.
Across sub-verticals (Fruits and Vegetables, Fish and Seafood, Protein and Dairy, Pharmaceuticals and Healthcare).
With zero paid media budgets.

Insight
The greater the uncertainty, the greater the trader’s (customer’s) need for accountability from its logistics service providers.

The Creative Solution
As we tuck into a juicy bite of Salmon or a delicious Apple that’s come from across the world, little do we think about how it got there. The intact goodness of foods like these, especially in Covid times, is a reassuring story with an elaborate back story. This Video is one in a series that makes us wonder - What does it take to deliver sensitive cargo across the world in perfect condition?

Result
CTR was 2.5% expected 1.2%
ER was 4.5% expected 1.5%
Source: Native Platforms, GA and Marketers