ELEVATOR PITCH:
In 2023, JAXPORT launched a multi-channel marketing campaign to champion the port's new MSC ScanBaltic service, which provided direct cargo transport between Europe and the Southeastern United States. The campaign was executed by the port's staff working in Marketing, Communications and Sales.
The campaign - "X Marks the Spot for your Europe Shipments" - was aimed at cargo owners, freight forwarders, and customs brokers across the U.S. and Europe.
We set ambitious goals and exceeded them through meticulous planning and innovative strategies. Initially, we aimed to generate five Marketing Qualified Leads (MQLs). Through targeted efforts, including leveraging PIERS data for precision targeting, we successfully involved four major shippers in the service. These clients alone accounted for 25% of the JAXPORT cargo via the MSC service in its first year.
Our digital engagement metrics were equally impressive. We planned for 500 new visits to our website at JAXPORT.com, but exceeded this target with 1,599 unique visits, marking a 220% achievement over our goal. This boost was supported by extensive content production, including press releases, dedicated email blasts and social media engagement.
Speaking of social media, we aimed to amplify our campaign through social sharing, setting a goal of 20 shares. We doubled this target, achieving 40 shares, thanks to engaging and timely content that resonated with our audience.
The business impact was clear: within three months of the service launch, MSC increased the service frequency from fortnightly to weekly due to rising demand, a testament to the campaign’s effectiveness. By the end of the nine-month extended campaign, JAXPORT had not only solidified its position as a critical player in transatlantic shipping but also set a new benchmark for future campaigns.
MEASURABLE RESULTS AND OBJECTIVES ACHIEVEMENT:
JAXPORT's campaign was designed with clear, quantifiable objectives that aimed to significantly boost our service visibility and usage between Europe and the Southeastern U.S.
Marketing Qualified Leads (MQLs):
Our objective was to generate five MQLs. We identified two dozen targets through PIERS research, and four major shippers actively utilized the service in CY2023, contributing to 25% of the service's cargo volume through JAXPORT that year. Given the nature of shipping data confidentiality and how PIERS reports information, this figure likely underrepresents our full impact.
Website Traffic:
We aimed for 500 new visits to the service-specific pages on JAXPORT.com. The campaign excelled, attracting 1,599 unique visits - a 220% increase over our goal. This surge in web traffic was catalyzed by our multifaceted digital approach across social, email, and media outreach.
Social Media Engagement:
Our target was 20 shares of our campaign-related content. We achieved 100% more, with 40 shares, indicating strong audience engagement and approval. This was supported by the compelling narrative of our social posts and the strategic timing of our content's release.
This campaign achieved - and extended - the intended outcomes, setting a new standard for future marketing initiatives at JAXPORT.
BLAZING A TRAIL:
JAXPORT’s MSC ScanBaltic Service campaign introduced technical innovations that realized the potential of human-AI collaboration and delivered performance in two primary ways: the use of AI large language models for ad translations, and, the implementation of what we call the "Mountaintop Adcelleration Extravaganza" or (MAE) method, in our LinkedIn ad placements.
Human-AI Collaboration for Translations:
Recognizing the need for multilingual engagement due to our diverse European and American audiences, we leveraged AI to translate our ads into French, German, Polish and Dutch. By utilizing AI for initial translations and then refining these translations with human experts, we achieved a high degree of accuracy while saving 60% on traditional translation costs. This approach not only optimized our budget but also ensured that our messages were culturally and contextually appropriate across different markets.
Mountaintop Adcelleration Extravaganza (MAE) Method:
We pioneered the MAE method on LinkedIn, which involved launching 50 ads in each geographically-focused campaign, running midweek for 3 to 5 days. This strategy, likened to a mountaintop due to the peak-like surge in performance, resulted in extraordinary click-through rates (CTRs) ranging from 2% to 19%, significantly surpassing the global average of 0.44% to 0.65%. The success of MAE demonstrated a novel way to maximize engagement and impact within a brief period, making our campaign visible and highly effective.
These innovations were not just about using new tools. Instead, we strategically integrated them to amplify our campaign’s reach and impact, setting new benchmarks for creativity and efficiency in maritime industry marketing.
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