Key Takeaways
- The “Connect with Maersk” campaign achieved a 2.3% CTR on LinkedIn, exceeding industry benchmarks for lead generation campaigns in the Latin America market.
- Strategic allocation of 60% of the $180,000 budget to localized Spanish and Portuguese video content significantly boosted engagement in Brazil and Mexico.
- A/B testing revealed that calls to action emphasizing “local support” outperformed generic “contact us” buttons by 15% in conversion rates.
- Initial ROAS for the campaign was 0.8:1, improving to 1.2:1 after mid-campaign adjustments to targeting parameters and creative refresh.
- The campaign generated 3,500 qualified leads at an average cost per lead (CPL) of $51.43, demonstrating efficiency in a competitive logistics sector.
Working through the complex structural challenges inherent in the Latin America market requires more than just logistical prowess. It demands a nuanced understanding of regional communication dynamics. In 2025, Maersk launched its “Connect with Maersk” campaign, an ambitious digital marketing initiative aimed at strengthening its presence and client relationships across key Latin American countries. This campaign sought to address common pain points for businesses operating in the region, such as supply chain visibility, customs complexities, and the need for reliable local support, through targeted digital engagement.
Campaign Strategy: Bridging the Information Gap
The “Connect with Maersk” campaign unfolded over a four-month period, from February to May 2025, with a total budget of $180,000. Our primary objective was to generate qualified leads among small to medium-sized enterprises (SMEs) and larger corporations in Brazil, Mexico, Chile, and Colombia, focusing on industries heavily reliant on international trade, including automotive, retail, and agriculture. We identified that a significant barrier for many businesses was not simply the cost of shipping, but the perceived lack of transparent communication and localized support from global logistics providers. This campaign was designed to directly counter that perception.
The strategy hinged on a multi-channel approach, primarily using LinkedIn (LinkedIn Marketing Solutions) for professional outreach, Google Ads (Google Ads documentation) for search intent capture, and localized content distribution through regional news portals and industry-specific forums. We aimed for a blend of educational content, client testimonials, and direct calls to action. A particular emphasis was placed on showing Maersk’s local teams and their expertise, rather than just its global network.
Creative Approach: Local Voices, Global Standards
The creative strategy was rooted in authenticity and local relevance. We produced a series of short video testimonials featuring actual Maersk employees from São Paulo, Mexico City, Santiago, and Bogotá discussing their day-to-day commitment to client success. These videos were filmed in local languages (Brazilian Portuguese and Latin American Spanish), with subtitles for broader regional reach. Each video concluded with a clear call to action, directing viewers to a localized landing page on Maersk’s regional websites, tailored to their specific country and industry. The creative team also developed a suite of infographic-style ads for LinkedIn, highlighting key logistical solutions for common regional challenges, such as working through the complexities of Mercosur trade agreements or optimizing cold chain logistics for perishable goods in the Andean region. A notable creative decision involved using imagery that depicted local landmarks and diverse workforces, aiming for relatability over generic corporate polish.
Our ad copy was carefully translated and transcreated, not simply localized. For instance, a campaign headline in Mexico might reference the specific challenges of importing goods through the Port of Veracruz, while the Brazilian version would discuss efficiency at the Port of Santos. This level of detail in business communication resonated strongly with the target audience.
Targeting and Placement: Precision in a Diverse Region
Targeting on LinkedIn focused on decision-makers in logistics, procurement, and supply chain management within companies classified as SMEs or larger enterprises. We used LinkedIn’s strong targeting capabilities to home in on job titles like “Logistics Manager,” “Supply Chain Director,” and “Import/Export Coordinator.” Geographic targeting was precise, focusing on major industrial and commercial hubs within Brazil, Mexico, Chile, and Colombia. For Google Ads, we targeted long-tail keywords related to specific shipping routes, customs brokerage services, and freight forwarding solutions in each country. We also implemented geofencing for Google Display Network ads, ensuring impressions were served to users within specific industrial zones or near major port facilities. This precision was critical given the diverse economic field within Latin America.
Campaign duration was set at four months, allowing for sufficient data collection and iterative optimization. We allocated approximately 60% of the budget to video content distribution and LinkedIn ads, 30% to Google Search and Display, and the remaining 10% for retargeting campaigns across both platforms.
Campaign Performance: What Worked and What Didn’t
The initial phase of the “Connect with Maersk” campaign yielded promising results, particularly on LinkedIn. The platform delivered 8.5 million impressions across the four target countries, with a respectable click-through rate (CTR) of 2.3%. This CTR outperformed our internal benchmark of 1.8% for similar B2B lead generation campaigns. The video testimonials, in particular, saw high engagement rates, with an average view-through rate (VTR) of 45% for videos up to 30 seconds long. This suggests that our investment in localized, authentic content paid off.
However, the initial Return on Ad Spend (ROAS) was 0.8:1, which, while not immediately profitable, indicated potential. The cost per lead (CPL) across all channels averaged $51.43, resulting in 3,500 qualified leads. Conversions, defined as a completed contact form submission or a direct inquiry via phone, totaled 3,500, leading to an average cost per conversion of $51.43.
What worked particularly well was the emphasis on “local support” in our calls to action. A/B testing on landing pages showed that buttons stating “Connect with our local expert in [City/Country]” converted 15% higher than generic “Request a Quote” or “Contact Us” options. This confirmed our hypothesis about the importance of personalized, local interaction in the Latin American business context.
Conversely, the Google Display Network ads, despite their broad reach, underperformed in terms of lead quality. While they generated a high volume of impressions, the conversion rate from these ads was significantly lower than from LinkedIn or Google Search. We found that users engaging with display ads were often earlier in their decision-making funnel and less likely to convert immediately, driving up the effective CPL for that channel.
Optimization Steps: Iterative Improvement
Mid-campaign, we initiated several key optimization steps. Recognizing the lower lead quality from the Google Display Network, we reallocated 15% of that budget to increase spend on LinkedIn and Google Search campaigns, specifically targeting high-intent keywords. We also refined our LinkedIn targeting by adding more granular filters, focusing on companies with 50-500 employees, which our sales team identified as the sweet spot for immediate conversion. This was a critical adjustment, as larger enterprises often have longer sales cycles, and very small businesses may not have the volume to justify direct engagement.
Plus, we introduced a second set of video creatives that directly addressed common customs clearance issues, featuring Maersk customs brokers explaining specific regional regulations. These videos performed exceptionally well in Mexico and Brazil, countries with complex import/export regulations. The initial ROAS of 0.8:1 improved to 1.2:1 by the end of the campaign, indicating that our adjustments were effective in driving more efficient conversions.
We also implemented a retargeting strategy for users who visited our localized landing pages but did not convert. These users were shown success stories and case studies relevant to their industry, reinforcing Maersk’s expertise and reliability. This approach saw a 10% lift in conversion rates among the retargeted audience. It’s my strong belief that too many campaigns abandon visitors after a single interaction. Persistent, value-driven retargeting is essential for complex B2B sales cycles.
Lessons Learned: The Nuance of Regional Marketing
The “Connect with Maersk” campaign underscored that while global brands can project a unified image, success in the Latin America market hinges on deep regional understanding and hyper-localized execution. The structural challenges of diverse regulatory environments, varying infrastructure quality, and distinct cultural communication styles cannot be overcome with a one-size-fits-all approach. Our campaign demonstrated that investing in authentic, local voices and tailoring business communication to specific national contexts yields tangible results. The initial underperformance of generic display ads, contrasted with the strong showing of targeted video content, highlights the need for quality over sheer volume in this region. Future campaigns will undoubtedly lean more heavily into highly specific content addressing localized pain points, further refining our CPL and ROAS metrics.
What were the primary target countries for the “Connect with Maersk” campaign?
The campaign primarily targeted businesses in Brazil, Mexico, Chile, and Colombia, focusing on key industrial and commercial hubs within each nation.
How was the campaign budget distributed across different marketing channels?
Approximately 60% of the $180,000 budget was allocated to video content distribution and LinkedIn ads, 30% to Google Search and Display, and the remaining 10% for retargeting campaigns.
What was the average cost per lead (CPL) achieved by the campaign?
The campaign achieved an average cost per lead (CPL) of $51.43 across all marketing channels, generating 3,500 qualified leads.
Which creative element performed best in terms of engagement?
Localized video testimonials featuring actual Maersk employees from the target countries saw the highest engagement, with an average view-through rate of 45% for videos up to 30 seconds.
What was a key optimization made during the campaign to improve performance?
A key optimization involved reallocating 15% of the budget from underperforming Google Display Network ads to LinkedIn and Google Search campaigns, alongside refining LinkedIn targeting to focus on companies with 50-500 employees.
