How can a strategic content campaign drive customer awareness?
Challenge
FedEx had vast sub-regional microsites for SMBs in APAC, but awareness of these resources and FedEx’s international shipping solutions in these markets was low.
Our approach
FedEx partnered with us to understand how we could reimagine the existing content on these sites and get it in front of the right audiences, in the right channels.
Carry out audience research:
- As a first step, we completed a thorough audience analysis, defining the common behaviours, challenges and value propositions for SMBs in FedEx’s priority APAC markets.
Evaluate existing content:
- Next, we conducted a messaging audit of the microsites and mapped the content to the value propositions and journey stages.
- We also completed an SEO audit for further insight into each market's search trends and existing content performance.
- This made it clear what would resonate with our audience and where the gaps were that needed filling.
Fill in the gaps:
- With a clear messaging strategy tailored to each market, we developed a consistent campaign look and feel, and produced a series of new syndicated content pieces for each channel.
Activate and optimise:
- Bringing the strategy to life, we managed the delivery and publication of syndicated content, display ads, social and eDM across each channel.
- Staying true to the KPIs set in the strategy, we monitored and optimised content to ensure we achieved the campaign objectives.
“The very first thing I need to say isI really appreciate the support
from you to launch our campaign. Your professionalism and dedicationhave helped us a lot.Definitely looking forward to more campaigns in this FY.”
Lam Le, Content Marketing Lead,
APAC, FedEx
The campaign proved that content strategy was a powerful way to build awareness for FedEx, driving more than 54 million impressions and 298,000 clicks to visit the microsites.
But the true marker of success wasn’t just the volume of traffic. We also demonstrated that when grounded in strategy, content campaigns will attract the right audience.
Over the three-month campaign, we measured:
A 334% year-over-year increase in visits with commercial intent.
A 1740% year-over-year increase in quality visits—people who actually engaged with the content they landed on.
We achieved the campaign objective to drive awareness of FedEx’s SMB solutions. Through measurement, optimisation and reflection, we also narrowed in on the most effective messages, channels and tactics, setting the foundation for even stronger results in future campaigns.