Market
- Europe
Delivering a targeted ABM campaign that drove high-value engagement in fashion and apparel
Summary
To strengthen its position in the fashion and apparel sector, Asendia partnered with Crowd to deliver a highly targeted Account-Based Marketing campaign across the UK and US.
The objective was to identify and engage high-value B2B opportunities, generating qualified leads while positioning Asendia as a strategic logistics partner within a competitive e-commerce landscape.
The challenge
In a saturated logistics market, standing out is not about capability, it is about relevance.
Asendia needed to differentiate from global competitors, engage decision makers across operations, logistics and customer experience, and reposition logistics as a growth driver in fashion, all within a focused ABM strategy targeting key accounts across two markets.
Approach
Rather than leading with messaging, Crowd built the campaign on insight.
We started by defining who mattered, what they cared about, and where competitors were falling short. This created a clear strategic foundation for a campaign designed to feel personalised at every touchpoint.
01
Solution
Insight and strategy
The campaign was grounded in a detailed research phase led by Crowd’s B2B strategy and insights experts, including:
- Audience insights to define key personas
- Competitor audit to identify positioning gaps
- Keyword audit to align messaging with real search behaviour
These insights informed a full campaign strategy, including audience segmentation, channel planning, KPIs, and an implementation roadmap.
02
Solution
Creative direction and content
Crowd’s design and content creation teams developed a cohesive creative platform tailored to the fashion and apparel vertical, combining strategic messaging with visually striking assets designed to stand out in a competitive digital space. The creative approach was built to strengthen brand differentiation, drive audience engagement, and ensure consistency across all digital touchpoints, supporting both awareness and performance objectives.
This included:
- A refreshed e-book positioned as a lead-generation asset
- Three personalised landing pages designed to reflect specific audience needs
- Email copy to support nurturing and engagement
- Campaign messaging and assets aligned to a unified visual identity
Each element was designed to feel considered, connected, and relevant, both in how it communicated and how it appeared.
Campaign Landing Page
Design & Build
E-Book Design & Copywritting
Tactile Campaign Alignment – Box Design & Printed Campaign Assets
03
Solution
Campaign activation
The campaign was activated through a targeted performance marketing and paid media strategy across key digital channels, supported by fully integrated creative execution to capture high-value accounts.
Alongside digital activity, an offline activation was introduced in the form of a curated campaign box, extending the campaign experience into the physical world and reinforcing engagement with key accounts in a more tangible way.
04
Impact
A more targeted way to grow
This campaign reflects a broader shift in B2B marketing. It’s no longer about reaching more people, it’s about reaching the right people, with the right message, in a way that actually resonates. For Asendia, that meant moving from broad communication to a focused, insight-led approach designed to convert attention into action.
Impressions Generated
Clicks Generated
High Leads Generated
FAQs
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What services did Crowd provide for Asendia?
Crowd delivered Account-Based Marketing (ABM) strategy, paid media advertising, CRM and email marketing, landing pages and microsite development, and comprehensive content creation.
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What was the goal of the Asendia Account-Based Marketing (ABM) campaign?
The objective was to identify and engage high-value B2B opportunities in the fashion and apparel sector across the UK and US, positioning Asendia as a strategic logistics partner in a highly competitive e-commerce landscape.
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How did Crowd execute the Asendia campaign?
Crowd utilised an insight-led approach involving detailed audience and keyword audits. This informed a creative strategy that included a refreshed e-book, personalised landing pages, targeted paid media, and an offline curated campaign box to engage key decision-makers.
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What were the results of the Asendia ABM campaign?
The targeted campaign successfully shifted focus from broad communication to high-value conversion, generating 1.2 million impressions, over 9,600 clicks, and a 2x increase in high-quality B2B leads.
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Does Crowd specialise in Account-Based Marketing (ABM) for B2B brands?
Yes. Crowd helps B2B brands, including logistics and supply chain companies, differentiate themselves by creating highly relevant, personalised campaigns that engage specific decision-makers and drive measurable business growth.