Kenworth Truck Company-100th Anniversary Print and Digital Campaign – Hydrogen Advertising

Kenworth T680 truck driving on an open road, showcasing its sleek aerodynamic design and modern features. The image highlights Kenworth's commitment to fuel efficiency and innovation in heavy-duty trucks, set against a scenic backdrop of trees and a sunset sky.

Read more glowing reviews

“2023 is a year unlike any other and we had a unique opportunity to celebrate a major milestone. We needed to illustrate that Kenworth has The World’s Best® trucks, service and people and what drives us forward is the next challenge waiting to be tackled.”

Kenworth Truck Company

Jamin Swazo
Kenworth Truck Company
Director of Marketing Communications

In a marketplace troubled by driver shortages, supply chain issues and rising fuel prices, how does Kenworth maintain their premium image, price and brand halo while competitors are rapidly catching up? Our challenge was maintaining brand awareness while maximizing an opportunity to celebrate Kenworth’s Centennial and make a statement on the brand’s industry leadership.

Problem

Print, Display, Native, Social Media

We created a campaign rooted in the brand truth that Kenworth is inspired by their century of successes to solve tomorrow’s transportation challenges. In fact, it’s these challenges that inspire the brand to deliver the World’s Best® transportation innovations. All tactics targeted industry leaders and drove to a landing page that demonstrated Kenworth’s purposeful innovation through a series of Then and Now stories.

Solution

11.5MM impressions
100% increase in CTR
30% increase in engagement

We garnered nearly 11.5MM impressions (print + digital) in the first 4 months of the campaign
There was a 100% increase in CTR year-over-year driving qualified visits to the landing page
The halo impact of the campaign drove a 30% increase in engagement YOY on Kenworth’s social media channels

Results

Print Advertising

Image of a Kenworth T680 truck displayed on a mobile screen, highlighting 100 years of maximizing efficiency in truck design. The text emphasizes the inspiration behind the T680 model, inviting viewers to learn more.

Display and Social

Silver semi-truck on a highway at sunset, showcasing modern design and powerful presence, ideal for transportation and logistics industries.

Planned Parenthood Services Campaign

TikTok, Snapchat, OTT, CTV, Display and Retargeting

Young woman with colorful hair expressing a desire for easy birth control, promoting Planned Parenthood services.

Planned Parenthood College Campus

Instagram, TikTok, newspaper print ads, E-newsletter banners, campus posters

Colorful chameleon perched on a branch next to a Tektronix 4 Series mixed signal oscilloscope displaying electronic waveforms, illustrating the intersection of nature and technology.

Tektronix 4 Series MSO Oscilloscopes

Close-up of a sleek Microsoft device showing its angular design and reflective screen surface against a dark background, highlighting modern technology aesthetics.

Next Gen Tek

Facebook, Instagram, Linkedin, Native, tek.com promotional banners, email, website, launch event promotion

Sleek silver semi-truck driving on a scenic highway surrounded by trees, showcasing modern design and powerful performance.

Kenworth Truck Company-100th Anniversary Print and Digital Campaign

WSECU-Awareness Campaign

CTV / Online Video / YouTube, Digital Display, Meta (Facebook/Instagram), Linkedin, Snapchat, TikTok, Digital Out-Of-Home, Native Advertising, Paid Search

Close-up of a control knob with a metallic finish, featuring a red ring and a textured grip, positioned between blue and red indicator lights. The image displays branding for Agilent and Keysight Technologies, highlighting its use in laboratory or technical equipment.

Keysight Technologies: Global Name Change

Print, Digital Banners, Video, Magazine Wraps

Planned Parenthood Low-cost Health Care Awareness Campaign

“Answers, Not Judgment” campaign boosts WSECU membership among young adults by 27%

B2C Video Production, Paid Social, Display and Native

Smiling woman in a plaid shirt sitting in the driver's seat of a truck, with a warehouse and loading docks in the background. The image highlights the professional trucking industry and showcases female drivers in transportation.

Kenworth Trucks “Thank you for your drive” Brand Campaign

Brand Campaign

CPRS: B2B Brand Campaign

B2B Branding/Website Content & Build/Trade Show Posters & Materials/Customizable Sales Materials & PowerPoint

Bright green advertisement on a bus promoting ear, nose, and throat specialists at The Polyclinic, featuring the slogan "Pick your nose doctor."

The Polyclinic Specialty Care Advertising Campaign

Transit Ads, Pandora Radio, Digital Advertising

Keysight Technologies: 5G Campaign

Digital Advertising, Global Print Ads

Veterinarian Dr. Kodama smiles while holding a pug in a well-decorated clinic, showcasing a warm and welcoming environment for pet care.

Heritage Bank: Brand Campaign

Television, Print, Digital, Pandora and Broadcast Radio, In-Branch Signage, Brand Standards, Times Square Digital Takeover, Employee Campaign

365 by Whole Foods Market: Brand Launch

National Print and Digital Takeovers, Social, Digital Content and Advertising, Direct Mail, Transit Ads, Guerilla Marketing, Retail Sales, Out-of-Home