When Covid-19 hit, organisations faced a wave of new supply chain challenges that threatened operations, profitability and even their future. As pressure increased, businesses needed help, advice and someone to turn to. So, that’s exactly what we gave them.
In just six words, Upp B2B and the Global DHL Campaign Team threw organisations around the world a lifeline by helping key decision-makers get expert, pragmatic and practical advice about supply chain challenges when they needed it most.
This simple, friendly, multi-channel campaign helped DHL react to the changing situation and provide ‘real time’ reassurance on emerging issues.
The aim of this project was simple: to create a campaign that could reach people, provide support and show the world that DHL was there for them.
We set out to achieve a range of objectives, ranging from creating a proposition that resonated with customers and prospects globally, to amplifying DHL’s brand exposure across multiple digital platforms (paid and organic) and positioning DHL as a supportive partner, in order to increase positive brand sentiment and customer renewals.
Lead generation was a key component of this campaign. We were tasked with driving conversations with supply chain seniors and C-suite executives from a pool of 500 pre-identified global accounts. This involved pushing unique visitors towards campaign assets from these target accounts, but also attracting new contacts and qualified leads.
This is a campaign that really shows the power of the simplicity. Our core proposition “We can help. Let’s talk.” communicates empathy, understanding and compassion in a matter of seconds. This gave us the foundation to create an almost limitless collection of targeted executions that addressed our audiences’ key challenges and pain points as they emerged.
To get this out to market, we focused on using paid media and third-party display advertising to drive our audience to campaign landing pages, where they could open up real-time conversations with solution area experts via chat and telephone. This was then followed up with longer form content like blogs, vlogs, video and webinars that further brought the messaging to life.
Generating leads, helping customers, and winning awards
Statistically successful and critically acclaimed, this project performed incredibly well and delivered some outstanding results for our client. Here are just a few of the highlights:
- Over 8,000 customer engagements from digital marketing
- Best B2B Campaign (MPA Awards and Prolific North Marketing Awards)
- 98% of total target accounts reached
- Over 4,000 net new leads
- 5m impressions, 61k likes, 50k engagements, 2000+ reshares
“In a world of disruption and crisis we needed to pivot our marketing strategy quickly to get to market a message to our customers that was informative, assuring and true to our purpose – connecting people, improving lives. Partnering with Upp B2B, the team brought to life a compelling campaign using our platforms to tell our story authentically and in real time from the perspectives of our people.”
