In 2021, FedEx brand positioning evolved to demonstrate the innovative, progressive logistics solutions it can provide; this is called ‘Where Now Meets Next’. With 65% of the FedEx target audience being UCL fans, FedEx needed to use UCL to bring this positioning to life.
Using a mix of propriety research and cutting edge 3rd party data, we identified that talent-focused content, bringing to life football performance analytics, would engage the FedEx target audience. Our B2B target audience were discerning fans who wanted in depth analysis on emerging stars and playing trends that were lighting up UEFA Champions League 2021/22.
FedEx created two content partnerships that together delivered coverage amongst the FedEx target audience. Working with OneFootball, ‘Next In Line’ created unique insight into handpicked emerging talent through in-depth interviews with the stars themselves. Our selection included Eduardo Camavinga, who had a starring role in Madrid’s run to glory. Meanwhile, working with ESPN, ‘Defining Numbers’ delved deep into the playing styles and performances within UCL. Using manager and ex-winner Xabi Alonso as the narrator, as well as featuring hand-picked expert pundits and journalists, we created in-depth content not available anywhere else.
A total of 582 pieces of content and creative were produced, highlighting that all content was tailored to its channel and audience through a comprehensive media promotion campaign. The campaign delivered 174m video views, resulting in increases in sponsorship awareness and increased brand consideration amongst those exposed.
