Why is this work relevant for Direct?

During the peak of Covid, online channels were the primary source of communication. So, we launched the LCL Campaign directly on our most user-frequented social channels, LinkedIn and Facebook.

Background

Many customers had reported experiencing hassles while trying to dispatch small quantities of cargo called Less-than Container Load or LCL because most providers offered either Full Container Load (FCL) or LCL. In the current landscape, there are already a number of providers offering LCL. Therefore, the brief was to promote the LCL offering, but as a convenient addition to the existing FCL services, promoting convenience. Commercial and Marketing Objectives - Duration: Q1 2021 - Email Open Rate: 20%; CTR: 1% - Social Media Reach: 2500-7500; Engagement: 0.9%; CTR 0.8% - Leads generated: 30 - ROI spend (confidential): At 5% - USD 1,500 generating leads of USD 30,000

Describe the creative idea (30% of vote)

Our central theme followed the fact that however small a cargo shipment is, it can have enormous repercussions. And that every piece helps in completing the bigger picture – our customer’s business. So, we set well-known works of art like ‘The Mona Lisa by Leonardo da Vinci’, 'The Scream' by Edvard Much and ‘The Girl with the Pearl Earring by Johannes Vermeer’, in a jigsaw style and removed a critical piece – the iconic smile from The Mona Lisa and the earring from the Girl with the Pearl Earring. The intrigue of these missing critical pieces was answered in the copy – Every piece counts in your business (however small it may be).

Describe the strategy (20% of vote)

The addition of LCL to Maersk’s portfolio meant more convenience for the customers since they preferred a single point of contact for all the shipments. Additionally, the target audience valued their LCL cargo just as much as FCL because, in most cases, the LCL cargo was time-sensitive. With this knowledge, we crafted a creative platform that underlined the critical nature of the LCL cargo for the customers and how efficiently Maersk’s LCL solution would handle it. Creative platform: Leave no cargo behind

Describe the execution (20% of vote)

The campaign was entirely digital due to COVID-19. We also had limited budgets, so organic media got a bigger share of our marketing efforts, divided between social networks, emails and others. Amongst social networks, LinkedIn, Facebook and WeChat had historically seen the highest engagement in the APAC regions. Email signatures have also been one of the highest performing assets due to frequent exchanges between the customer and our sales teams. • Organic media: Email, social (LinkedIn, Facebook, WeChat), email signature, Yammer (internal broadcast), digital brochure • Paid Media: USD 1500 spent on SEO optimisation for China’s top search engine Baidu • Languages: English and Chinese • Timeline: 13 Jan'21 to 28 Feb '21

List the results (30% of vote)

The campaign outdid each of its target metrics within 10 weeks, resulting in an ROI achievement of more than 300% over the expected numbers. (Expected | Achieved): Email opens (Avg.) 20% | 47.29% Email CTR (Avg.) 1% | 1.45% Social Media Reach (Facebook + LinkedIn) 2500-7500 | 63,101 Social Media Engagement (Avg.) 0.90% | 3.31% Social Media CTR (Avg.) 0.80% | 1.26% Leads 30 | 64 Leads generated from USD 1500 ROI spend is kept at 5% (CONFIDENTIAL) USD 30,000 | USD 92,000 Sources: Marketers, SFDC & Native platforms