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We worked with the American Maritime Congress to launch a game-changing digital campaign to increase awareness, understanding and support of the U.S.-flag Shipping Industry among key audiences in DC and beyond. We conducted research, launched a microsite, produced videos and animated explainers and ran a paid digital campaign. We increased web traffic by over 1000%, grew new social media accounts beyond comparable organizations and produced award-winning content that measurably changed minds and increased support among the target audience.
The U.S Shipping Industry is vital to the long term economic, trade and national security of the United States, and the decline in the industry is jeopardizing the country’s long term interests. Our broad research analysis uncovered that the traditional messaging strategy was no longer breaking through and that we first had to educate and raise awareness before making a case for action. The campaign took the unique approach of going beyond visuals of huge vessels and macro industry-wide statistics, to focus on the men and women working in the industry and the specific real-world stories that proved out the industry’s present day impact.
The U.S Shipping Industry is vital to the long term economic, trade and national security of the United States, and the decline in the industry is jeopardizing the country’s long term interests. Our broad research analysis uncovered that the traditional messaging strategy was no longer breaking through and that we first had to educate and raise awareness before making a case for action. The campaign took the unique approach of going beyond visuals of huge vessels and macro industry-wide statistics, to focus on the men and women working in the industry and the specific real-world stories that proved out the industry’s present day impact.
We built our research methodologies with our storytelling goals in mind, and worked with AMC’s member organizations to find the stories within their organizations that matched the research-backed strategy. We put production crews on international cargo vessels, and in the ports and shipyards in the US, bringing to life the vitality and import of this little understood industry. We built these stories into a campaign micro-site, award winning videos and a campaign strategy that would increase AMC’s share of voice, grow their audience and provide engaging content that would leave a mark.
We raised AMC’s profile among key decision-making audiences by building their digital audience, increasing their social followings and web traffic and providing important research-backed thought leadership that led to conference presentations and panels. Our research proved that our videos quantifiably changed minds and increased support by statistically significant margins. One example - our video on Trade Security increased agreement that the U.S. government must implement policies to support the industry by 4.5% Click on the button below to see how we do it.
