Case study - 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. 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.

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

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

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.”

Telling a compelling brand story on LinkedIn

The Results

+7.8pt

2.3x

7M+

Objective

Solution

Success Factors