Maersk Case Study

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Maersk Case Study

How Maersk Executed its Plan and Platforms

Maersk Line planned its social media strategy with precision. It was crucial to rank the essential accounts to focus on the most critical ones. Maersk consciously decided to prioritize their clients, workers, and industry professionals. Maersk achieved this by providing valuable material to its intended audience, which increased their attention and prompted them to take action (Zeif & Cerchia, 2019). Maersk Line's head of social media recognized the platform's potential early and was a driving force behind the company's successful social media initiatives. He was instrumental in getting Maersk Line off the ground on social media. Wichmann began with Facebook, where they introduced the company to the public with a series of images. Facebook was primarily used for spreading brand awareness and had a relaxed vibe. There was a lot of sharing and swaying done on Twitter. The goal of using Instagram was to increase user interaction and brand awareness. At first, Maersk's social media efforts were rejected due to the widespread belief that customers would not participate in the company's online conversations. Due to its successful social media marketing initiatives, Maersk Line was recognized in 2015 due to its efforts in social media marketing.

The Company’s Messaging from a Qualitative Perspective

From a qualitative perspective, we may examine Maersk's messaging by examining how Wichmann employed storytelling to establish an honest rapport with their target audience. Wichmann says, "Even though we're a B2B firm, there's a genuine visual component to it, carrying things from one area of the world to another via beautiful landscapes." As a result, the company has a wealth of fantastic images and a fascinating backstory. A fundamental narrative structure includes a home, a journey, and a return. An example of a  story the company used in its advertising ventures was about the ship accident in 1975. Several Facebook users read the story, found it interesting, and shared...