logistics:
mgh logistics
THE PRODUCT
MGH Group's primary focus: logistics. MGH logistics operates in 23+ countries focusing on ocean, road, air and rail shipments to serve clients from multiple different industries like FMCG, automotive, pharma and many more.
THE PROBLEM
With such a vast spread in multiple countries and multiple industries consolidating all of the information into one page was a major challenge while catering to an ever-younger audience in the space.
THE GOAL
Increasing our social media reach while informing key stakeholders of our strengths in a way that's not the same old beaten path.
MY ROLE
As the brand manager, copywriter, strategist and many other titles for MGH Group I had to increase our reach as much as possible while making sure we stayed true to our roots.
THE research
Like all good projects, the work began with heavy-handed research. We looked into the global market through competitor analysis, internal marketing audit, a stakeholder review, and our analytics.
GAPS FOUND:
SIMILAR
TOVs
WIDE
SERVICE
SPREAD
GROWING
YOUNGER
POPULATION
THE SOLUTION
THE FINDINGS
The findings of our research showed a simple fact: most brands had the same tone of voice and visual style. The big players in the market simply focused on the same old services while not putting them forth in a new fresh way, even if it was only just a bit. This created a low engagement rate across platforms and audiences.
USER PERSONA
Age: 30
Education: Bachelors
Occupation: Business Development
The Modern Logistics Guru:
A deep understanding of the industry that they've come to call home. Can probably tell you exactly which shipping route your new pair of AF1s have come through. Loves wit, hates customs clearance
Need:
A brand that speaks his language and assures high-quality hassle-free support..
The positioning
The research showed us that we needed to refocus our creatives toward a more modern look while making sure our copies stay crisp and relatable. Though counter-intuitive in a magical mysterious monotonous industry like logistics, people there too like being spoken to rather than being addressed with the same old information.
PRIMARY TYPE
COLOUR PALETTE
#34328F
#B2B8BF
#6FC284
#6FC9C5
#37AAE1
#861D3E
TONE OF VOICE
Nielsen Norman Scale:
Funny vs. Serious
Casual vs. Formal
Respectful vs. Irreverent
Matter of fact vs. Enthusiastic
Brand Prism
Personality - Often cheeky, inviting, generous
Culture - Experienced, warm
Relationship - A mentor, paternal
Reflection: Trusting, dependable
Self-image: Here to make sure anything you need anywhere you need or anytime you need; you have it,
Brand Character:
Character - Guiding, trustworthy
Tone - fun, knowledgable
Purpose - Educate, engage, convert
THE RESULTING social media
We changed our graphics from being the same old educational content to a social media mix of educate, engage, and convert. With graphics aimed at informing the consumer of our services, our industries, and our strengths in a sometimes subtle rarely direct tone. We grew an overall 56% completely organically maybe hopefully because of the aforementioned change.
