DHL is the leading global brand in the logistics industry. Their divisions offer an unrivaled portfolio of logistics services ranging from national and international parcel delivery, e-commerce shipping and fulfillment solutions, international express, road, air and ocean transport to industrial supply chain management.
With over 380,000 employees in more than 220 countries and territories worldwide, DHL connects people and businesses securely and reliably, enabling global sustainable trade flows.
With specialized solutions for growth markets and industries including technology, life sciences and healthcare, engineering, manufacturing & energy, auto-mobility and retail, DHL is decisively positioned as “The logistics company for the world”.
DHL, which was founded in 1969, expanded its service throughout the world by the late 1970’s.
DHL, the well-known logistics company, faced a significant challenge in adapting to new communication trends that became common currency in early 2020. This change, however, was beneficial to the innovative company, which took on the prowess and focused on its primary goal of inspiring and assisting entrepreneurs to scale their businesses globally.
In this context, the company began offering webinars to educate entrepreneurs around the world and provide them with the tools they needed to grow their businesses.
María Jose, DHL's Head of Marketing, approached Digifianz with the goal of developing an audiovisual campaign to promote these webinars and bootcamps. The battle for unique content was fierce. How would they be able to stand out and delight their prospects with content? To make matters even more difficult, the campaign had to be adaptable enough to communicate with entrepreneurs in sixteen Latin American countries with diverse cultures and vocabularies. The campaign as a whole had to maintain a single unit of coherence.
Furthermore, we were in the midst of the pandemic's recovery, which meant that each country faced different realities and had other social, economic, and political variables to consider. With all of these unknowns and challenges, we set out to develop a comprehensive strategy that would appeal to a diverse audience.
"Working with Digifianz has been an extremely rewarding experience. Besides being a highly trained team, they are a clear reflection of motivation and discipline. They became an extension of our Marketing department." María Ricaurte | Head of Marketing - DHL Express
Three pillars, one purpose
The audiovisual campaign was divided into three cells/capsules, each with its own goal:
With these three content ideas in hand, we began working on the project's second challenge: making the videos appealing and relevant to 16 different countries. This project proved the importance of having a dedicated pre-production stage. Without careful and meticulous planning, this project would have been a disaster. The reason for this is quite simple: one idea developed by a couple of people is impossible to scale to 50 people and achieve the same result.
We had to coordinate 50 people between DHL marketing heads and production teams in 16 different countries. To have a clear goal, you must visualize the final video and imagine yourself watching it. This enables you to picture the many details, color schemes, and narration voices. It also allows you to understand what may be missing. With this in mind, we began to choose the various settings and perform camera tests.
We took notes and photos of different shot compositions in order to create a guide that would be shared and presented to the 50 people involved. We then compiled a comprehensive list that included dress codes, music, camera and lens usage, colors, framing, and even a naming guide for video files.
This guide was presented to the entire team in virtual meetings to clear up any confusion and convey the essence of the project to ensure that everyone was on the same page. It was critical that we all collaborate.
Each production company was required to follow the guidelines and implement everything that had previously been agreed upon.
During the post-production stage, we could see video drafts and request changes via feedback opportunities. We collaborated with Digifianz's marketing team to create a calendar for uploading the videos so that the three capsules could dialogue with each other and create an organic and coherent experience.
It's important to highlight some considerations for planning and implementing videos at scale. To communicate with the client in order to understand their goals and desired outcomes is critical for success. Because no matter how beautiful or complex a video is, it will not have a proper reach if it is not born from a specific goal or emotion.
In the end, the main result was client motivation. Today DHL has chosen to entrust us once more with the creation of an even more ambitious audiovisual project, in which we will be able to delve deeper into the previous year's objectives.
If you are searching for a qualified partner for your content creation, we would love to speak with you!