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DP World logo

Telling a compelling brand story on LinkedIn

DP World is the leading provider of worldwide smart end-to-end supply chain logistics, enabling the flow of trade across the globe. In 2022, they took their partnership with the European Tour Group to the next level, becoming title sponsor of the now-named DP World Tour. The brand launched the Second Life Golf Ball initiative in tandem, leveraging their logistics and supply chain expertise to collect 130,000 used golf balls, transport them around the world in a bespoke shipping container, and donated these to grassroots golf projects to make the sport more accessible.

To maximise brand mileage, DP World launched a large-scale marketing campaign in 2022, with LinkedIn as their platform of choice to reach B2B decision makers.

The Results

Between January and September 2022, DP World’s brand marketing campaign on LinkedIn recorded: 

+7.8pt

lift in ad recall

2.3x

higher Engagement Rate vs. benchmark

7M+

video views

Engage the professional audiences that matter most to your business.

Objective

  • To drive brand awareness among senior business decision makers in key markets, leveraging their DP World Tour sponsorship and Second Life Golf Ball initiative
  • To expand DP World’s marketing reach globally and develop a clear measurement framework to assess brand impact

Solution

  • Launched a brand marketing campaign, serving Sponsored Content and Sponsored Video to a target audience of C-Suites and Cargo Owner business decision makers
  • Ran a Brand Lift Study to clearly measure brand marketing success in terms of ad recall as well as aided and unaided brand awareness

Success Factors

  • Effective targeting strategy, reaching decision makers by job function, job title as well as interests
  • Identifying whitespace content opportunity as LinkedIn data indicates increasing member engagement with sports topics
  • Compelling brand storytelling by leveraging the Second Life Golf Ball initiative to showcase brand purpose and corporate citizenry

"On LinkedIn, we were able to reach the right decision makers and tell them a story that they wanted to hear. Through the DP World Tour and Second Life Golf Ball initiative, we demonstrated how we’re making golf more inclusive and accessible while showcasing our end-to-end logistics capabilities. Our unique shipping container travelled with DP World Tour, collecting used golf balls at every stop and eventually delivering them to grassroots golf projects all around the world. By telling this story on LinkedIn, we were able to lift ad recall by 7.8 points and aided brand awareness by 5.7 points.”

Headshot of Arjun Jayan

Arjun Jayan 
Global Head of Partnerships, Group Communications 
DP World 

DP World is the leading provider of worldwide smart end-to-end supply chain logistics, enabling the flow of trade across the globe. Its comprehensive range of products and services covers every link of the integrated supply chain – from maritime and inland terminals to marine services and industrial parks as well as technology-driven customer solutions. These services are delivered through an interconnected global network of 295 business units in 78 countries across six continents.

Download customer story
DP World logo

Headquarters: 
Dubai, Jebel Ali 

No. of Employees: 
10,000+ 

Industry: 
Transportation, Logistics,
Supply Chain and Storage

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