What: Maersk used Facebook to tell the story of it’s shipping container business.
Inspirational element: The shipping container business isn’t exactly the first industry you’d think of when you’re looking for something interesting. But Maersk, a Danish shipping company, used the interesting part of their business– mobility, world travel, adventure– to modernize itself in the minds of people and connect with its intended audience.
Audience: Clients and potential clients (B2B professionals who will be needing their services).
Variables that made it great: Social media + beautiful images + captivating posts related to new places = humanizes a dry, uninteresting brand to seize one’s imagination
The next time I’m in need of an international shipping container company (or a recommendation), the first one I’ll think of is Maersk over Hapag-Lloyd, which could use some branding strategy.