PACCAR

Thank a Trucker

The Challenge

How do you salute a customer base in an authentic, grassroots way without falling into the Covid marketing clichés?

The Insight

Truckers don’t see themselves as heroes; they’ve always been proud of their jobs and roles in keeping America moving.

The Solution

#TruckerHatTip: a “thank you” video and social activation that balances the feel-good nature of the message with an empowering tone reflective of the trucker experience. Footage was a combination of existing brand assets and user generated content.

The Results

1.2 MM

impressions

895k

video plays

100%

positive brand sentiment from campaign