CHALLENGE
As one of the leading international e-commerce and mail delivery solutions, Asendia was already well known in the logistics sector, thanks to its heritage as a mail business having been founded in 2012 by La Poste and Swiss Post. However, it wanted to broaden brand awareness amongst its prospects for its cross-border ecommerce capabilities, following the acquisition of ESW in 2021, through an integrated communications campaign.
Objectives
To create a global PR programme that delivered the best communications mix to reach and influence international retailers and brands selling globally, while elevating engagement and brand awareness with more enterprise-sized businesses.
Asendia wanted to create an engaging, integrated content campaign, leveraged across PR and content marketing channels, spanning social and traditional media, as well as for direct prospect engagement (sales and ABM).
STRATEGY
Reaching new audiences
Following an in-depth messaging day, which identified and developed differentiated campaign messaging to position Asendia as a leader in digital ecommerce solutions and ecommerce logistics for retailers and brands, Fieldworks worked with Asendia to identify its core global markets for PR activation.
Compelling, insight-led content
To reach Asendia’s three target audiences – IT, logistics and ecommerce – Fieldworks recommended undertaking an in-depth global consumer research study across Asendia’s core markets internationally, covering key retail trends which would allow the PR campaign to deliver shopper insight from 8000+ customers that would be used to drive news traction within the retail, logistics and tech / IT media.
The research was then used to create an insight-led market report – How to sell direct in the age of the conflicted shopper – which was localised for US, China, Germany, Spain and UK markets and was used as the central gated campaign asset, and a central digital hub to which all coverage pointed towards to drive web traffic, online engagement and lead capture.
Fieldworks also conducted a global retailer study, which polled +800 senior IT, logistics and ecommerce, providing insight into current capabilities and planned investments that Asendia would use for direct prospect engagement.
Activating retail tech PR experts across the globe
Fieldworks activated its Global PR network, a curated and tested set of elite PR partners who’s specialism and experience mirrors that of Fieldworks’ retail tech DNA, with two dedicated campaigns into Spain, Germany, UK and US.
RESULTS
Within two months, Fieldworks generated 141 pieces of press coverage in core media titles, delivering over 503million opportunities to see, including key placements.
A sample of coverage highlights include:
