Case Studies

Worked closely with FedEx’s brand, marketing and external communications teams across its global regions to transform its international brand and reputation programs. 

Designed a consistent brand experience to tell a connected story across all FedEx’s marketing touch-points using a new global communications platform: Possibilities.

Developed Possibilities messaging architecture and ‘playbook’ to align the new platform both horizontally with global messaging priorities and vertically into regional marketing initiatives.

Helped FedEx’s global marketing team develop a new hero film – A Day of Possibilities – launched at the inaugural Bloomberg New Economy Forum event in 2018.

Designed and delivered a data-driven customer engagement campaign that integrated the Possibilities platform into FedEx’s Go To Market function.

Created a new content campaign supporting FedEx & BBC’s global documentary series, Made on Earth, taking Possibilities beyond the BBC’s platforms into the feeds and lives of target audiences by contextually and sequentially distributing FedEx branded content to the right people at the right time.

Designed and helped deliver a global dedicated digital ‘Possibilities Hub’ for FedEx, bringing the new platform to life across the customer experience – from emotive brand story-telling to practical shipping content.

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Worked with BBL/P and WPP to help plan the creative and media launch strategy of BP’s new corporate narrative, Keep Advancing – the first since Deepwater Horizon.

Provided research and insight analysis to inform new positioning and re-think BP’s target audience (KOLs) for a digital age, inc. identifying new opinion formers to amplify the campaign through online advocacy.

Designed BP’s global media strategy, inc. creating campaign objectives, developing modern brand voice, setting role for media, defining channel priorities across markets and building launch and flighting approach to ensure optimal outcomes.

Created measurement framework for the campaign integrating both brand and media evaluation KPIs and metrics to evaluate the short and longer-term effects of the campaign.

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Business Challenge

The brief was to support WPP planning the launch of BP’s new corporate narrative. This was the first iteration of the brand since Deepwater Horizon and the biggest campaign they have launched for over a decade.

Since 2010 the brand had suffered reputational damage, losing the trust of key opinion leaders. The new positioning was designed to communicate the fact that BP’s future business outlook was bright needed to rebuild trust, credibility, and ultimately generate advocacy, among its global key opinion leader audience – politicians and policy-makers, investors, academics, journalists and C-Suite business leaders. 

The Approach..

Research and analysis
The complexity of modern digital communications has had a profound effect on brands and their interactions with key opinion leaders. The rise and importance of digital influencers; the notion of peer-based trust; how filter-bubbles shape opinion and understanding; content creation and sharing. These are drivers of our digital world.

Blackbook London’s first step was to work with WPP research agency, Added Value, to scope and conduct a detailed research and insight analysis to inform our strategy and support the launch objectives. 

Using digital tools Blackbook London cast a modern lens on BP’s traditional audiences by redefining them to include valuable digital influencers and developing new targeted audiences. Additionally, we identified new opinion leaders and formers who would amplify the campaign and, through advocacy, contribute to its success.

Media Strategy
Working with WPP’s media agency, Mindshare Worldwide, I designed the overarching global media strategy for BP. This combined the original research and insights developed above with third-party publisher data and internal brand studies to set the audience and media context for the campaign.

From this a comprehensive strategy was created defining campaign objectives, appropriate brand tone of voice, role for media, channel priorities, flighting structure and creative rotation. Importantly, we worked closely with WPP’s Ogilvy and Purple Strategies to ensure that the creative development was fully aligned with the media activation strategy to deliver the campaign objectives successfully. 

In partnership with WPP’s brand consultancy, Landor, I created a measurement framework for the campaign. This integrated both brand and media evaluation in order to evaluate the short-term media effects of the launch campaign as well as the longer-term health of the BP brand.