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The long and short of video
How Cathay Cargo used video for both short-term activation and long-term brand-building.
Turning office drama into product discovery with video
The long and short of video
How Cathay Cargo used video for both short-term activation and long-term brand-building.
Cathay Cargo is one of the world’s leading combination cargo carriers, operating in a highly specialised and technical category. Cathay Fresh is its temperature-sensitive shipment solution designed to meet the growing global demand for reliable, high-quality transport of perishable goods. Fresh cargo depends on careful cold-chain handling, specialist expertise and consistent execution. These operational strengths are often difficult to communicate clearly, especially to an audience of logistics, supply chain, shipping, freight forwarding and aviation professionals across Asia, Europe and the United States.
THE CHALLENGE
Cathay Cargo needed a way to make the value of Cathay Fresh immediately understandable and credible at scale in order to achieve:
Short-term objective: Deepen engagement and drive brand consideration among B2B target audience.
Long-term objective: Increase global visibility for its specialised cargo capabilities and reinforce trust.
The challenge was to deliver both outcomes through a single approach that could scale consistently across their key markets in Asia, Europe and the United States.
THE SOLUTION
Cathay Cargo adopted a video-first strategy on LinkedIn to simplify the complexity of Cathay Fresh and translate operational excellence into clear, credible stories for a B2B audience.
Creative strategy: The campaign anchored on a single hero narrative for Cathay Fresh, delivered as a series of short-form videos designed for clarity and impact. The storytelling followed the journey of fresh cargo, placing Cathay Cargo’s specialist cold-chain capabilities in real-world business contexts. Video accounted for the majority of ad delivery across Asia, Europe and the United States. The campaign was optimised for engagement to reach audiences most likely to interact with the content.
Community activation: Video was used not just to capture attention but to deliver high-quality engagement signals and support efficient community growth.
Brand-building: Beyond immediate engagement, video played a critical role in shaping long-term brand perception. Repeated exposure to clear, capability stories built mental availability while transparent depictions of operations reinforced trust and credibility.
THE RESULTS
Cathay Cargo’s LinkedIn Ads campaign achieved:
Brand Building
+16%
Lift in brand favourability
+15%
Lift in brand consideration
+14%
Lift in brand awareness
Community Engagement
44%
View-through rate
+15%
Increase in click-through rate
16,000
New followers in three months
Grow your business on LinkedIn
Since our beginnings as a small freighter company in 1946, we have grown into one of the world’s leading combination cargo carriers and, along the way, helped build Hong Kong into one of the world’s leading air-cargo hubs. Late 2023 sees us settling in under the new
title of Cathay Cargo, bringing us closer to the overarching Cathay brand which spotlights the customer care, digital innovations and specialist solutions that serve to create more value for you, our customers and partners. View Company page.
Headquarters: Hong Kong | No. of Employees: 1,001– 5,000 | Industry: Airlines & Aviation
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