Why is this work relevant for Brand Experience & Activation?

HERE Technologies has been exploring various industry verticals and marketing approach to diversify its revenue sources before identifying the transport and logistics vertical as the next business focus. While having produced content and organising events in the past, these efforts were ad-hoc and disparate. Historically dependent on paid web traffic, the 12-month co-marketing as a channel (CaaC) program proved to increase brand awareness, visibility and trust with its brand by reaching out to relevant target audiences via highly localised content and a connected theme. Also backed by reputable partners, the project grew demand organically while creating new sources of revenue.

Background

The majority of HERE Technologies’ customers derive from the automotive sector, namely the embedded maps software that's installed in cars. However, to ensure sustainable business growth, HERE needed to diversify its revenue sources and look outside this sector. The company identified its next priority as the transport and logistics vertical where it had to increase the reach and trust of the brand. The objective of the project was to establish HERE as partner of choice through thought leadership driven events and content. The goals set for the campaign comprised increased lead generation, bookings and long-term revenue for the company. The project had to reach the targeted customer profiles and have a direct impact on KPIs such as number of accounts engaged, new leads, and touchpoints set by HERE. Efforts had to be amplified to increase brand association and visibility while meeting tangible goals such as booking pipeline and revenue contribution.

Describe the creative idea (20% of vote)

HERE Technologies worked with various partners as part of the CaaC program to influence brand credibility and generate new sales. What is unique about the CaaC program is that it integrates 12 multi-channel campaigns and involves multiple partners within the APAC region. All the programs have been meticulously localised for the respective markets that they are launched in. The program connects all relevant content to tell a cohesive brand story that addresses HERE’s target audiences’ needs. For example, one co-marketing campaign saw HERE work with Frost & Sullivan to establish HERE as a thought leader in location technology. Through the partnership, HERE created various assets including survey-based whitepapers, press releases and held virtual events. The-go-to market strategy also included publishing content and advertising on both owned and sponsored channels. This approach provided potential customers with a consistent brand experience while raising share of voice.

Describe the strategy (20% of vote)

By establishing a customer referral initiative as part of the CaaC program, HERE leveraged its partners’ expertise and reach to positively influence brand credibility and increase customer base. Partners also stand to benefit from the program, allowing HERE and its partners, such as Frost & Sullivan, to deliver the very best in information, brand experience, and earn referral commission. After identifying the transport and logistics sector as HERE’s next focus, the various campaigns under the CaaC program set out to establish HERE as partner of choice among fleet management, supply chain, and urban mobility-focused customers. The strategy was to present a cohesive, connected story to the target audience. HERE adopted a ‘Think Regional, Act Local’ approach, where to further engage and retain customers, each campaign was localised for the country it was launched in. An integrated multi-channel program that incorporated 12 individual campaigns was launched as part of the CaaC.

Describe the execution (30% of vote)

The CaaC program comprised various campaigns that ran concurrently in the APAC region. One of the notable campaign assets developed include The State of Movement study which was launched in APAC and localised for Japan. HERE worked with Frost & Sullivan (F&S) to survey more than 150 transport and logistics leaders to understand the trends and challenges in the transport management industry. The study was a subset of the F&S campaign which ran from March to December 2021, and comprised of four webinars, a flagship event - Intelligent Mobility Summit, the aforementioned study, three press releases and eight company research. HERE also launched a 6-month go-to-market plan across owned and sponsored channels including websites, blog posts, social media, EDMs, and web advertising. The content created for the CaaC campaign also exemplified longevity through the constant reference and usage in ongoing media relations and interviews throughout the year.

List the results (30% of vote)

The CaaC program was highly successful due to the attention to detail and effort spent on localisation. For example, all content from the Mitsubishi campaign was translated to Japanese for the Japan market. As Australian clients prefer meeting face to face, the SCLAA campaign held physical workshops that were received positively. The CaaC program exceeded all of HERE’s KPIs, including: - Created more than 23,000 touchpoints - Generated more than 3,000 new business leads - The whitepapers associated with the campaign were downloaded more than 300 times - We had close to 1,000 social media engagements - Our stories and the information from the whitepapers and surveys also interested the media, with more than 30 press stories resulting from the campaign - The campaign has contributed to 30% of the APAC region’s revenue and a double-digit, multi-million dollar pipeline.