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 types of content and partners that could bring this to life for the FedEx target audience; it was clear that 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.