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.
The Insights
The greater the uncertainty, the greater the trader’s (customer’s) need for accountability from its logistics service providers.
The Strategy
Our Refrigerated Cargo customer’s earnings are dependent on the quality (freshness + nutritive value) of their cargo. That’s why they’ve depended on Maersk for years to carry their cargo across oceans.
On land, they choose to work with local logistics services providers. But handovers from one service provider to another lack visibility and make it difficult for traders (customers) to enforce accountability.
Now that Maersk offers end-to-end Refrigerated Cargo Solutions, we can be completely accountable for the quality of their cargo, from start to finish.
But how do we position ourselves as a partner of choice on land as well, especially in times of unprecedented uncertainty?
We go beyond the ‘what’ and the ‘how’ (the rational benefits) to take a stance about ‘why’ we move Food and Pharmaceuticals across the world.
The Covid-19 lockdowns brought renewed appreciation to the whole world for what life’s ‘essentials’ really are – Food and Pharmaceuticals. In other words, Refrigerated Cargo.
Our campaign celebrates the people behind these essential supply chains, namely our Refrigerated Cargo Customers, by interpreting global trade as an act of sharing. Positioning that we believe will hold true long after the pandemic, given that ‘essentials’ will always remain essential.
The Creative Concept
Let’s share goodness with the world
Results
Generating Interest: Social Media CTR 75% above expectation (2.1% vs 1.2%)
Retaining Interest: Time spent on the Landing Page 65% above expectation (198.3sec vs 120 sec)
Source: Native Platform, Google Analytics and Marketer