The challenge
Asendia needed to cut through the noise in a crowded e-commerce market and establish itself as more than just a delivery partner. The challenge was to position it as a thought leader which understands the strategic challenges facing retailers.
In particular, customer experience, sustainability and innovation have become major concerns for retailers looking to build customer loyalty. Asendia needed a platform that would demonstrate its expertise as a provider of outstanding e-commerce logistics solutions, whilst building trust and credibility with C-suite decision-makers across multiple markets.
The solution
We developed Global Retail Voices as a multi-year thought leadership initiative that celebrates influential figures shaping the future of retail.
By celebrating industry leaders, we positioned Asendia at the centre of critical conversations whilst building credibility through association with respected voices.
Each Global Retail Voices campaign so far has centred on comprehensive eBooks featuring expert commentary, supported by integrated campaigns across seven key markets: the US, UK, APAC, Nordics, Germany, Italy and Spain.
Our multi-channel approach combined LinkedIn Thought Leader Ads and Google Display, content marketing and targeted email campaigns. We also engaged a customer experience expert as an advocate, boosting our PR and media relations strategy. Additionally, we developed website integration through pop-ups and dedicated landing pages to capture leads.
The campaign was structured in phases, using a coordinated mix of channels to drive traffic to eBook landing pages whilst building Asendia’s profile as an industry authority. The platform’s flexibility has allowed us to adjust scope and focus based on industry trends and business priorities, ensuring continued relevance and impact.
The results
The Global Retail Voices campaign delivered impressive results across awareness, engagement and lead generation metrics.
Asendia is now firmly positioned as a thought leader in e-commerce, with the Global Retail Voices platform establishing it as a key voice in the conversation. The campaign fostered positive perceptions of its commitment to innovation and excellence whilst generating qualified leads from C-suite decision-makers across multiple markets.
The evolving nature of the platform demonstrates its flexibility and longevity, ensuring Asendia will make its voice heard within the industry for years to come.
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