DHL Express

In the face of a thriving SME landscape, boasting approximately 332 million businesses globally, the mission for DHL Express was clear – to establish a distinct identity as the preferred choice for SMEs’ shipping and export requirements.

To reignite growth and resonate with global SME audiences, DHL Express needed an awareness campaign that would showcase the value it brings to small businesses. The campaign faced several critical objectives: changing the perception that DHL Express is too big and expensive for SMEs, raising awareness of DHL’s expertise and support for SMEs, and positioning DHL as a true partner for growth.

To achieve these goals, the campaign needed to connect with SMEs, understand their barriers to exporting and emerge as a relatable and valuable partner. The campaign’s target audience encompassed SMEs globally, both B2B and B2C, with an appetite for growth and a need to ship goods. The challenge lay in making SMEs feel understood.

Understanding the profound role SMEs play in economies and communities, we crafted a powerful positioning statement – “DHL Express. For businesses like you.” The campaign looked to celebrate SMEs as more than just small businesses; they are the backbone of the economy, the driving force behind local communities, and the creators of jobs and economic growth. Acknowledging the unique challenges faced by every small business, the campaign positioned DHL Express as a brand that understands their distinct and diverse needs.

DHL Express opted for two creative routes: ‘Personality’ and ‘Meme’. Both routes effectively conveyed DHL’s understanding of SMEs and their diverse mindsets and challenges. The ‘Personality’ route delved into the different personas and behaviours of SMEs, showcasing the constant juxtaposition that small business owners face. The ‘Meme’ route added a touch of humour and relatability, using widely recognised memes to engage and connect with SMEs on the daily realities they encounter.

These creative routes enabled DHL Express to resonate with a wide range of SMEs, addressing various personalities, sectors, and business sizes. The campaign provided the flexibility to deliver overarching SME messaging and allowed for future evolution to cover an expanded range of topics and offerings.

The application of these creative routes extended across various platforms, with a suite of engaging social assets including static and video, social post copy, and email and web header banners amplified the campaign’s reach and impact.

The campaign supported DHL Express to solidify its position as a trusted logistics partner, perfectly attuned to the unique needs and challenges of SMEs. DHL Express was able to break free from the perception of being too big and costly for SMEs, paving the way for a more approachable and relatable image.