Maersk has been working hard to change how they work and transport logistics around the world, however there is an ongoing misconception of them and the shipping industry in general. This was making it hard for them to attract talent from certain audiences – in particular tech and young people. ​

Maersk came to us having developed a new ‘Company Anthem’ to show future employees the story of the organization, but they needed help getting it in front of the right people. We needed to create a global awareness campaign that would capture the imagination of an audience that had never considered Maersk before.

The solution was the launch of The Anthem as a way of bringing to life their Employer Brand. We used market, media and audience insights to curate a mix of social and digital channels to show the target audience who Maersk really are.

Our core audiences included: Tech professionals, logistic professionals from industries beyond shipping, corporate roles such as Marketing and Sales, and young professionals. And we’d targeted 4 key markets: Denmark (Maersk’s homeland so high awareness), India (high awareness), the U.S. (low awareness) and the UK (low awareness).

The multichannel campaign, which had huge success on both Snapchat and TikTok, YouTube and various traditional digital media channel, ran for eight months, beginning November 2020 to July 2021 and exceeded all expectations:​

1.1billion+ impressions // 58.7million+ video views // 54% video through Rate // 1.2million+ ctr to website // $4.35 average cost per lead​

Perhaps most impressively of all though, the number of ‘Maersk Job/Career’ related searches on Google rose a staggering 59% when comparing March 2020 to 2021. This is despite the fact that we didn’t run any Google activity.