Speedy Freight
Back to Work

Ultimate and Speedy Freight partnered up to support the nation, as it moved Back To Work after the coronavirus pandemic and global lockdown.

Ultimate enjoyed a partnership with Speedy Freight, nationally-loved courier service, since 2019 when they came to us looking for a brand refresh. Since then, our partnership has gone from strength to strength, as we support Speedy Freight with month-on-month Digital Marketing, and audience nurture programs for campaigns . At the first signs of lockdown beginning to ease in the UK, Ultimate created Speedy Freight’s Back To Work campaign, to share their ability to support industries returning to work during the coronavirus pandemic.

Background:

With the UK in lockdown, many industries noted a drop in their engagement or performance – but deliveries became more and more important. As the world found itself unable to pop to the shops, same day deliveries became more and more important. Whether the couriers were tasked with moving urgent food deliveries or medical supplies (or just supporting retailers during that online shopping spree), couriers found themselves busier than ever. 

As the world began to get back to normal, it was harder than ever to stand out amongst a sea of couriers offering their support. That’s where Ultimate stepped in.

What We Did: 

Ultimate recognised that in order for Speedy Freight to shine, a dedicated campaign was needed – and the Speedy Freight ‘Back To Work’ campaign was born. Targeting the first industries to get going again, and supply chains which had been stopped for months, Speedy Freight’s drive to offer the best dedicated service represented that boost for thousands  of organisations across the UK. Backed by industry profiling and research, we created personalised messaging to our target audience, promoting the services that they need and why Speedy Freight are the best to deliver them

We discovered that the sectors of retail, construction and manufacturing – would be the first facing the challenge of reopening and restarting their stopped supply chain. Without direct, personal, empathetic communication, Speedy Freight risked anonymity.

In order to reach the contacts directly, Ultimate worked out the key pain points of the audience that Speedy Freight were hoping to reach  – whether that was moving equipment and materials on-site for construction companies, transporting bulk deliveries of food to local supermarkets, or shifting stock for retailers. The concept of ‘Back To Work’ rolled out as the majority of businesses and organisations began to return to their workplaces in some capacity, and spoke directly to those who might need a little extra support. 

 

After months of a stopped supply chain, Speedy Freight wanted to let the world know that they were here to get things moving again. With industry-specific imagery and messaging, Speedy Freight wanted to make their key industries feel supported. An additional incentive to connect with Speedy Freight was included in the form of a quite literal ‘pick-me-up’ – some locally-roasted coffee, for those making their first orders with Speedy Freight. A true boost to getting back to work! 

Through social targeting (audience research) – Ultimate discovered that the target audience were likely to be on the social media platforms of Facebook, LinkedIn, and Twitter, which made these sites the perfect places to communicate. The decision was also taken to reinforce the message using Google Retargeting. 

Taking these forms, the ‘Back To Work’ campaign was rolled out across Facebook, LinkedIn, Twitter and Google Retargeting in June and managed through HubSpot, generating high engagement and increased interactions. Rapidly, the campaign resulted in an increased number of sessions, a significant amount of closed deals, and a number of influenced contacts who engaged with the assets at hand. 

After months of a stopped supply chain, Speedy Freight wanted to let the world know that they were here to get things moving again. With industry-specific imagery and messaging, Speedy Freight wanted to make their key industries feel supported. An additional incentive to connect with Speedy Freight was included in the form of a quite literal ‘pick-me-up’ – some locally-roasted coffee, for those making their first orders with Speedy Freight. A true boost to getting back to work! 

Through social targeting (audience research) – Ultimate discovered that the target audience were likely to be on the social media platforms of Facebook, LinkedIn, and Twitter, which made these sites the perfect places to communicate. The decision was also taken to reinforce the message using Google Retargeting. 

Taking these forms, the ‘Back To Work’ campaign was rolled out across Facebook, LinkedIn, Twitter and Google Retargeting in June and managed through HubSpot, generating high engagement and increased interactions. Rapidly, the campaign resulted in an increased number of sessions, a significant amount of closed deals, and a number of influenced contacts who engaged with the assets at hand. 

Speedy said:

We loved working on the ‘Back To Work’ campaign with Ultimate, who’ve been a great partner of ours for some time. We always feel confident knowing that they’ve understood the brief, and that they’ll work hard to get us the results we need’ .