FedEx Express

Changing Brand Perception

Spider was tasked with building the world’s largest express transportation company reputation among the industry and the European SME community, helping change perception and encourage small businesses to do business internationally.

B2B Corporate

The world’s largest express transportation company had high awareness levels and a strong network / capabilities but its offering was perceived to be steered towards larger brands.

It tasked Spider with building its reputation among the industry and the European SME community, helping change perception.

Spider consulted FedEx Express on its external communications strategy for 8+ years, during which  the level of support increased from pure trade media relations to becoming the EMEA hub agency, executing creative briefs.  Activities included:

  • UK & EU external comms strategy & activation
  • European strategy
  • Content marketing 
  • Marketing partnership coordination
  • Internal communications
  • Case studies / Speaker positions / Award entry creation
  • Reports & video content

SMEs’ perception of FedEx Express as a company to do business with increased positively over for 8+ years, with a specific ability on it helping small businesses go international.

Editorial impacts

Average engagement rate
9k
Clicks
900
Engagement
Impresssions
138+
Pieces of coverage
Reach
Hours of Tiktok video playtime
Hours of YouTube playtime

Brief

The world’s largest express transportation company had high awareness levels and a strong network / capabilities but its offering was perceived to be steered towards larger brands.

It tasked Spider with building its reputation among the industry and the European SME community, helping change perception.

Approach

Spider consulted FedEx Express on its external communications strategy for 8+ years, during which  the level of support increased from pure trade media relations to becoming the EMEA hub agency, executing creative briefs.  Activities included:

  • UK & EU external comms strategy & activation
  • European strategy
  • Content marketing 
  • Marketing partnership coordination
  • Internal communications
  • Case studies / Speaker positions / Award entry creation
  • Reports & video content

Result

SMEs’ perception of FedEx Express as a company to do business with increased positively over for 8+ years, with a specific ability on it helping small businesses go international.