Accelerate Your Supply Chain.

Flexport

1. Brand Overview

Who They Are

Flexport is a technology powered logistics and supply chain company. They combine freight forwarding, customs brokerage, and fulfillment into a single platform that gives businesses end to end visibility and control. Flexport bridges the gap between global trade complexity and modern operational efficiency. Its identity is rooted in precision, transparency, and bold innovation. Flexport doesn’t just ship boxes, they deliver data, insights, and control. Flexport is aggressively expanding its fulfillment capabilities, redefining global trade with software. 

Business Objective

The goals of this campaign are to increase platform signups, demo requests and generate leads. Reduce customer acquisition cost. Secure high-value partnerships and clients. Increase brand awareness and web traffic across all platforms. 

2. The Challenge

Problem

Flexport is ‘struggling’ to convert its technological advantage into market preference among the businesses it’s built to serve. While it has a compelling platform, its value proposition is diluted by jargon, misperceptions of complexity, and legacy associations with traditional freight services. Aka, the brand is misunderstood. Many of its customers see logistics as a cost center, not a growth driver. They don't yet perceive Flexport with agility, transparency, and integration. 

Why It Matters

If this perception gap continues, Flexport will fail to meet conversion goals and could take a major valuation hit. In a world where logistics is a major differentiator, Flexport future depends on reframing itself as the enabler of modern commerce. The goal of this campaign is to bridge that gap before competitors reclaim momentum and before the Shopify funnel dries up. 

3. Audience

Who They Are

This campaign is targeting logistics and supply chain folks, they’re founders, heads of operations, eComm leads, and growth state consumer brands, especially in the DTC, retail hybrid, and digitally native vertical brands, along with any other company that needs their products delivered from point A to point B. These operators focus on customer experience but wrestle with supply chains, opaque freight brokers, and shipping delays. They favor tools that automate, integrate, and give them control. They follow updates from major companies like Shopify and keep up on brands that are known for their excellent supply chains. They are product-led thinkers who expect operational excellence but don’t want to become logistics experts. 

What They Want

These folks aren’t just buying freight, they’re buying freedom to grow. They crave confidence that their supply chain won't buckle as they scale, confidence to deliver faster without fear, and confidence that their operation isn’t leaving money for efficiency on the table. They want to feel like pros and feel in control, informed, and ahead of the curve. When they commit, it's because they believe this partner will enable them to do their best. They don’t want to worry that their ops stack is dragging them down. 

4. Insight

Core Human Truth

You can’t call yourself a serious brand if your ops still run like a dropshipper. Behind the pitch decks, the product drops, and growth hacks, these founders and operators fear that their back end can’t keep up with their front end ambition. They may look polished, but they feel one inventory glitch or shipping delay could erode brand trust/loyalty. They want operational legitimacy. 

Supporting Signals

On social media, founders share glowing reviews of their product but are quiet on their supply chain, but when they do, they say things like “horror stories” and “never again.” Online communities obsess over packaging but are filled with anxiety when it comes to shipping timelines. Brands are hiring COOs earlier, not for cost savings but because they are terrified of breaking something. Podcasts like Operators are increasingly telling stories on how they got ops right because it's a part of their brand identity. 

5. Strategy

Strategic Platform

Logistics that scale, Flexport isn’t here to patch the chaos; it's here to prevent it. Flexport doesn’t just move goods, they enable businesses to adapt to the complexities that they face daily. From a brands first shipment to global expansion, Flexport is your operational backbone. Growth doesn’t wait, and neither should your supply chain. 

Strategic Rationale

This strategy shifts Flexport from a transactional logistics provider to a transformational growth partner. We are directly addressing founders and operators who don't just want to ship better but scale without fear. This unlocks reappraisal among spectics, reframing logistics as an asset that aligns with brand growth. It speaks to both performance and pride, two levers that drive decision making in high growth businesses. 

6. Campaign Expression

Tagline or Headline

From Factory Floor To Customer Door // Digitizing Freight // Handle Every Haul With Ease // Control Your Supply Chain // Global Logistics Platform // Forwarding. Fulfillment. Control. Customs. // Ocean. Air. Truck. // Making Global Commerce Easy // Accelerate Your Supply Chain. // Visibility & Control. // Precision. Transparency. Innovation. // Scale Without Fear // Move Faster. Stay in Control // Trade Smarter. Ship Faster. Grow Bigger. // Ship Fast. Scale Faster. // 

Key Message

Hopefully, the audience will begin to feel like Flexport is the only logistics partner built to scale with you. Flexport doesn’t just ship things; they get your business and what you need to grow. Potential customers should feel confident, in control, and validated in their choice to use Flexport. After this campaign, they should start a demo, sign up, or switch providers because logistics now feels like a growth strategy, not a liability. Flexport is the infrastructure upgrade they’ve been looking for. 

Creative Executions

• OOH - ad placements tailored per city/audience/verticals like in NYC = DTC brands, LA = retail CPG and such

• Video Series - A behind-the-scenes look at a drop series that showcases clients and an upcoming product release.

• Trade Shows - A dashboard showing the number of shipments flowing through Flexport operations at any given time. 

• UGC from clients -  invite founders/operators to share stories, and Flexport employees can share how it could’ve been prevented or fixed

7. Success Metrics

How We’ll Measure Impact
Define 10 key performance indicators tied directly to the business objective. These can be quantitative or qualitative, but they must be outcome-focused.

Example prompts:
What proves the campaign worked? What changes in behavior, numbers, or brand sentiment?

• Increase new platform sign ups from SMBs and DTC brands. Enterprise demo requests, and qualified leads from shopify linkedin businesses and enterprise level clients. 

• Decrease cost of customer acquisition, amount of haters

• Secure 5+ strategic partnerships / integrations 

• Earn several earned media hits in high credibility outlets