Supply chains are under more pressure than they have been in decades. Tariff volatility, geopolitical disruption, rising operational costs, and consumer expectations that shift faster than planning cycles can handle have left supply chain leaders with fewer tools and higher stakes than ever before.

Blue Yonder had the answer: a new generation of agentic, AI-infused cognitive solutions built to help organizations see, analyze, decide, and act in real time across the full supply chain. But a powerful platform still needs a market-ready message. Buyers needed to feel the value before they could engage with the technology.

Blue Yonder turned to BOL to close that gap. The internal vision was the Shift to Cognitive. BOL's job was to translate it into an emotional end benefit that buyers could claim as their own: Absolute Certainty.

Shift to Cognitive became the rational framework — the product story. Absolute Certainty became the emotional payoff — what buyers actually gain when the technology works. Together, they gave Blue Yonder a campaign built for both the head and the gut.

A Market Running on Uncertainty

Research and stakeholder interviews pointed to a consistent theme: supply chain leaders are managing a crisis of confidence as much as an operational one. They are making decisions today that will affect the bottom line for quarters and years to come — with fragmented data, shrinking teams, and limited visibility into what comes next.

Blue Yonder faced several compounding challenges in bringing its cognitive platform to market:

• The Shift to Cognitive narrative was accurate but abstract — buyers needed to feel the benefit before they could engage with the technology story
• Three distinct verticals (Retail, LSPs, Manufacturing) each faced different operational pressures, requiring segmented creative that could still speak with one brand voice
• Complex, multi-stakeholder deals required alignment across C-suite vision and operational proof — each audience needed a different entry point into the same story
• A crowded enterprise software landscape meant Blue Yonder's differentiation had to land hard and fast, not just be stated

The market needed more than a product launch. It needed a point of view worth rallying around. Absolute Certainty gave them one.

One Theme. Multiple Channels. Three Verticals.

BOL designed a multi-phase, multi-format campaign anchored by a single creative platform and activated through three distinct vertical tracks.

Phase 1: Executive Awareness — The Duncan Angove Video

BOL wrote, shot, and produced a marquee awareness video featuring Blue Yonder CEO Duncan Angove. This was the campaign's opening move — a top-of-funnel brand moment built to establish Absolute Certainty as the frame for everything that followed.

Angove made the case for why the shift to cognitive AI is the most consequential supply chain decision organizations face right now, and why Blue Yonder is the partner to make it. The video gave the campaign authority before the campaign asked for anything in return.

• Written, directed, and produced end-to-end by BOL
• CEO-fronted for executive credibility and top-of-funnel reach
• Introduced Absolute Certainty as both an emotional promise and a campaign platform
• Deployed across paid and owned channels to seed the narrative broadly
• Used Shift to Cognitive as the product-level rational anchor beneath the emotional theme

Phase 2: Vertical Activation — LinkedIn Video and Audio Campaigns

With the brand theme established, BOL activated it with precision across two complementary formats: hyper-targeted LinkedIn video campaigns and a multi-vertical audio campaign on StackAdapt. Both were built around the same structure — a vertical-specific disruption scenario, followed by the Blue Yonder AI response, closing on the Shift to Cognitive and Absolute Certainty tagline.

LinkedIn Video — Three Verticals, One Platform

Three distinct LinkedIn video campaigns were developed for Retail, LSPs, and Manufacturing. Each was built around its own pain points, proof points, and buying criteria — but all pulled from the same Absolute Certainty brand language.

• Retail: Addressed inventory planning anxiety and the cost of stockouts during peak demand, showing how Blue Yonder's cognitive solutions close the gap before it hits margin
• LSPs: Targeted logistics leaders dealing with carrier disruptions, labor volatility, and intra-day demand shifts, positioning Blue Yonder's AI agents as the real-time decisioning layer that makes speed possible
• Manufacturing: Spoke to the challenge of managing hundreds of suppliers and cost-to-serve complexity across every planning tier, framing Shift to Cognitive as the path out of planning paralysis

Each unit was built for C-suite and VP-level buyers, optimized for LinkedIn in-feed completion, and designed to move audiences from awareness into active consideration.

Audio Campaign — Disruption Made Audible

BOL produced a full audio campaign — one 30-second umbrella spot and three 15-second vertical cutdowns — that brought Shift to Cognitive to life through sound. Each spot opened on a recognizable supply chain crisis, resolved it with the Blue Yonder AI response, and closed on the Shift to Cognitive and Absolute Certainty tagline.

The audio campaign ran on StackAdapt as a two-stage program: streaming audio prospecting to introduce the message broadly, followed by display retargeting of listeners who completed 75% or more of the audio. Audio built the qualified audience; retargeting converted it.

The Program in Market

Reach and Attention — Audio Prospecting

• 4.03M impressions delivered across All Industries, Manufacturing, Transport & Logistics, and Retail segments
• ~95% audio completion rate — sustained across both reporting flights and well above the 85–90% digital audio benchmark
• Near-complete listener attention on a B2B topic across a 30-second spot — a strong indicator the creative and the message resonated

Conversion — Display Retargeting

• 635 site conversions from display retargeting of the engaged audio audience
• 59% post-click conversion rate — well above typical B2B display retargeting ranges
• 0.14% CTR — approximately 2x the B2B display industry average of 0.07–0.10%

Program Total

• 4.82M total impressions across both stages
• 2,227 site conversions (landing page engagements) across the full program
• The audio-to-retargeting sequence performed as designed — audio built a qualified, attentive audience, and retargeting converted it at roughly 6x the efficiency of prospecting alone

Why This Campaign Worked

Blue Yonder had a differentiated AI platform and a market searching for answers. The gap was a story — one that could connect the technology to what buyers actually feel when the pressure is on.

Shift to Cognitive explained the product. Absolute Certainty explained the point. Together, they gave Blue Yonder a campaign that could scale across verticals, formats, and funnel stages without losing its edge.

If your category is shifting and the market doesn't yet fully grasp your advantage, you need a theme that makes the value undeniable. Let's build it together.