DHL Express Laos: Turning Followers into Registered Customers

DHL's business in Laos grows when customers register online, yet many individuals and small businesses still saw international shipping as something to arrange in person. The company needed to move people from awareness to account registration on its website.

At the same time DHL wanted a stronger, more local social media presence, so that a global logistics brand felt relevant and approachable to Lao customers rather than distant and corporate.

Ruder Finn Era built the social media programme around a single commercial objective: every piece of content should make registering an account feel easy and worthwhile. The strategy balanced DHL's global expertise with localised creative and language so the brand resonated with Lao audiences.

The team managed the Facebook page, developed content around a different brand focus each month and ran targeted advertising that directed users straight to the registration link, so engagement translated into measurable website traffic.

Consistent, locally relevant content and conversion-led media turned the page into a registration channel as well as a brand presence.