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

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“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

Display and Social

Planned Parenthood Services Campaign

TikTok, Snapchat, OTT, CTV, Display and Retargeting

Planned Parenthood College Campus

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

Next Gen Tek

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

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

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

Sound Telemedicine

Native, Display and Web banners, Print

CPRS: B2B Brand Campaign

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