Sailing the Seven Seas with Maersk Line
Maersk Line, the world’s largest shipping container company, joined Instagram in September 2011. Since then, the company has been using its account (@maerskline) to build awareness and affinity for the brand.
"Because we are a classic B2B brand, some people just thought of us as another boring, big company," said Jonathan Wichmann, who manages the @maerskline account. “But our account has allowed us to transform our image into something much more interesting.” Maersk Line is also using the account to humanize their brand and tell their story in a personal way. “We use Instagram like an individual would use it. We try not to over think and just share some of the great, authentic Maersk moments we come across,” says Wichmann.
The Denmark-based company shares images of its more than 600 large container ships, over 2.5 million containers and ports all over the globe. Occasionally, @maerskline digs into the past and shares images from the company’s photo library, highlighting the rich, century-old heritage of the shipping business through a new medium. Followers are encouraged to engage as well by tagging sightings of the company’s ships all over the world with #maersk, and the photos are shared by Maerk Line on other platforms such as Facebook and Twitter.