FedEx: All In for Small
Acquiring, activating, and nurturing a new generation of small businesses
The Challenge:
Recognizing the importance of establishing lasting relationships with the up-and-coming generation of small business owners, FedEx needed to prove their value as a trustworthy ally, able to help Gen Z and Millennial business owners achieve success on their own terms.
The Strategic Solution:
We created an acquisition campaign that brings awareness to the investment FedEx has in their small business customers and demonstrates understanding of the challenges they face.
Special savings entice to them to open a free business account. Opting in allows us to take them on a personalized customer relationship journey, connecting them to valuable benefits, relevant, helpful business insights and thought leadership, right when they need it, backing up our promise of being “all in.”
Day-in-the-life photography and headlines give recognition to small business owners as the heroes of the story, while an inventive, and ownable graphic treatment for the campaign platform helps FedEx stand out in crowded and competitive social and digital channels.
How did it do? See our impressive campaign results below the work.
Gold 2022 Horizon Interactive Award: Online Ads
The Results:
The All in for Small Business campaign exceeded program goals for new account sign-ups by 152% with a 21% lower cost per acquisition. Overall, it served as a proof point that FedEx is here to be the behind-the-scenes supporter that SMBs need, helping them reach their goals regardless of where they are in their success story. The campaign created buzz through national sports sponsorships and continues to over perform in digital channels. It quickly became a favorite at FedEx—so much so that and they decided to make it an on-going, evergreen program and we were asked to create campaign guidelines for usage throughout the organization.
