FedEx Express is one of the world’s largest express transportation companies, providing fast and reliable delivery to more than 220 countries and territories. For FedEx Express Malaysia, we worked on a series of strategic brand awareness and positioning initiatives while augmenting its standing as an ‘Employer of Choice’. Further to that, a multi-strategy multi-platform activation was embarked upon to extend its outreach to the small and mid-size enterprises (SMEs) in Malaysia
A strategic alliance with a local SME association was initiated to showcase FedEx Express solutions, extending consumer outreach both regionally and globally. As part of a thought leadership communications strategy, a joint survey was conceptualised to gain insights and understanding into the logistical needs and challenges faced by SME businesses in Malaysia, further propelling FedEx as a thought leader within the logistics industry.
As part of the SME engagement initiatives, key opinion leaders (KOLs) such as Hugh Koh, Kaii Lim & Nurul Zulkifli were utilised to seed out inspirational, entrepreneurial-focused stories and insights which drives content that provides expert, cost-effective solutions for business owners and entrepreneurs. Micro-KOLs were then mobilised to amplify content outreach by leveraging on various digital and social media platforms.
The implementation of the cohesive, integrated strategy resulted in further establishing FedEx as a brand leader in the logistics industry as well as opening up advantageous opportunities for community engagements, strategic partnerships and customer acquisition.
