B2C & B2B
Data-Driven Social Strategy Delivers Increased Reach & Engagement
CHALLENGE
DHL faced the challenge of breaking through the noise on social media to effectively engage their diverse global audiences spanning B2B, B2C, partners and influencers. With so many competing priorities and messages, they struggled to connect authentically and drive results. As their newly appointed social AOR for all DHL US Express social properties, we were tasked with reinventing the approach on social.
APPROACH
We implemented a research-backed approach to develop an audience-centric social strategy.
Key steps included:
- Analyzing historical performance data to identify content preferences
- Mapping messaging to audience interests and behaviors
- Crafting data-driven channel plans tailored to each community
- Building calendars to align initiatives across groups
- Developing an insights-led media plan
WHY IT WORKED
This rigorous strategy development process allowed us to deeply understand the optimal content, partnerships, cadence and targeting for each audience segment. By letting data inform each aspect of the strategy, we created truly customized plans tailored to deliver value.
Commercial Impact
integrated cross-channel strategy that broke through the noise
engagement increased as content quality and relevance improved
continuous strategy optimizations as new insights emerge
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