cargo.one Building information infrastructure for a niche market

CHALLENGE

Establishing a presence as a foreign B2B startup

cargo.one is the first online marketplace for freight forwarders to search, compare and book air cargo space in real time. Founded in Berlin in 2017, the company has raised over $65M in funding to date and has been expanding its digital product across Europe and North America.

Starting with Japan, the next objective was to launch their services to freight forwarders in Asia (the largest air freight market in the world). With a B2B business model, cargo.one needed to make their presence known to the niche demographic of Japanese freight forwarders. To do this, Y+L Projects led a marketing and PR campaign for this company’s launch and expansion into Japan.

SOLUTION IDEA

Building information infrastructure for a niche market

Y+L Projects considered the two key challenges; cargo.one is a foreign startup without any prior presence in Japan, and it also has a B2B business model that targets an ultra-specified market (freight forwarders). With this in mind, Y+L build a communication strategy that would connect the brand with media channels often used by freight forwarders, including those in air cargo, logistics, and aviation business.

The campaign, which included the need for significant media coverage, would allow potential customers to search for and understand more about cargo.one through trusted third-party media, and in turn help establish cargo.one’s online presence and reputation in Japan’s market.

Y+L worked with the global cargo.one team to localize their website and company introductory content (through translation, copywriting and animation), and created a press kit and press release; both for the launch and ensuing partnerships announcement. Keeping in line with our strategy, our outreach to specific media channels was direct and extensive.

RESULT

Powerful and targeted launch in Japan

By focusing our communication efforts and building an information infrastructure, cargo.one’s launch and partnerships have been mentioned in over 30 published articles and counting across air cargo, aviation business, startup, and mainstream media in Japan. These publications include Japan Maritime Daily, Daily Cargo, Nikkei Newspaper, and The Japan Times.

With bookings underway for Japanese freight forwarders, Y+L Projects has been a critical part of cargo.one’s powerful launch in Japan.

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