Delivering for the last mile funnel
- Social media engagement
- Brand content
- B2B lead generation
Mahindra Logistics, an end-to-end solutions provider for retailers across India, was seeing limited uptick across its digital channels; lead generation and conversions were slow and stagnant. Despite offering exceptional solutions owing to its tech-readiness and last mile connectivity, it was not seeing requisite funnel growth through its digital channels.
The team proposed aligning customer journeys to a unified truth for convergence and conversions at speed. Organic social media marketing, brand and lead generation campaigns, and high-value content assets were all tied to a singular goal – speak to stakeholders, not businesses. This approach also lent itself to leveraging trends and moment marketing.
We built a digital strategy centered around effective brand communication. The team developed strategic narratives to reinforce the brand’s market positioning and core values. And aligned it to a powerful, refreshing brand tone. Consistent social media marketing, topical campaigns, and high-impact assets were supported by media campaigns.
“The biggest challenge for B2B companies today is tapping into the power of storytelling. There is a thin line between being serious and dull. A social and digital-first marketing environment demands marketers to recognise this and walk on the right side of this line. The Mahindra Logistics mandate saw us enabling this confidently by leaning into their brand purpose. Be it everyday conversations on social media or a brand film, we tied every asset, channel, and communication to a human narrative that could be felt by relevant stakeholders.”
The program, focused on social media and paid campaigns, translated into an effective brand narrative and tonality that drove more than channel-specific engagement. At a larger level, it enhanced brand visibility and connect among key audiences. This led to:
