Creating commercial momentum for a global logistics leader: A full‑funnel digital strategy that exceeded targets
Success by numbers
8%
above target for YouTube video views
88%
below target cost‑per‑video view on LinkedIn
54%
above target click volume from Microsoft Display Ads
Integrated paid media, SEO, and creative to increase brand awareness and lead generation for a global freight provider.
The partnership
Clarity partnered with a global logistics leader whose brand was widely recognised, but whose emerging business arm lacked visibility in priority markets. Despite a competitive offer, low awareness in operational regions meant the brand was losing ground to entrenched competitors, limiting demand and slowing pipeline growth.
The client asked Clarity to design a full‑funnel digital strategy that would build brand salience with decision‑makers while driving qualified leads into sales teams. A further constraint was the absence of on‑site conversion tracking, which restricted visibility of which activities were creating commercial impact. Clarity’s remit was to overcome this data gap, unify paid media, search, and SEO, and create a coherent digital growth engine that could scale while staying accountable to clear performance targets.
Reducing Fragmentation
Clarity structured the programme around three connected growth objectives: build awareness, capture intent, and create a feedback loop for optimisation.
At the top of the funnel, Clarity used rich creative assets and high‑reach digital environments to consistently position the client’s logistics capabilities in front of senior decision‑makers. Mid‑ and lower‑funnel activity focused on intercepting active demand and turning interest into qualified leads through targeted formats in search and professional networks.
To address the tracking limitation, Clarity designed an offline conversion framework that linked marketing activity to priority commercial outcomes. This enabled rigorous benchmarking, redirected investment into the strongest‑performing routes to market, and gave the client an evidence‑based foundation for future digital growth decisions.
