IAC - Kinetic

INTEGRATED AD CAMPAIGN
CAMPAIGN OVERVIEW

At Kinetic, we strive to find solutions for our clients’ needs. So, when our clients at SelecTrucks came to us with their need to increase brand awareness and promote a new financing offer, we were excited to rise to the challenge. After meeting with our SelecTrucks clients, we determined that developing an integrated ad campaign consisting of social media ads, online ads, and a personalized URL (pURL) for email marketing would be the best approach for increasing brand awareness within their budget.

We strategically approached the integrated advertising campaign by developing a thoughtful theme consisting of meaningful messaging, impactful imagery, and purposeful ad placement.

THOUGHTFUL THEME
The theme of this integrated ad campaign is “Why settle when you can Select?” By posing this thought-provoking question, consumers would wonder why they would settle for the competitor’s products when they could select from the best used trucks from SelecTrucks’ inventory.

MEANINGFUL MESSAGING
The theme of this integrated ad campaign was carefully crafted; not only did the question encourage thought from the audience, but the design and word choice also played a role in the success of this campaign.

As you review the components of this integrated ad campaign, you will notice that all instances of the word “Select” are red–a different color than the rest of the messaging. This is, of course, to draw attention to the word “Select,” as it ties to the brand for which we were creating awareness: SelecTrucks. And by showcasing this word in the SelecTrucks brand red, it reinforced the brand to the audience.

Furthermore, the main message of the campaign was supported by a call to action that supported the client’s request to promote a new financing offer. Utilizing a short and concise call to action that emphasized a quick and easy user experience encouraged a higher click-through rate.

IMPACTFUL IMAGERY
The images chosen for the campaign exude confidence, determination, and excellence–all traits that the SelecTrucks brand embraces and exhibits to their customers.

PURPOSEFUL AD PLACEMENT
Due to the pandemic, we knew that the best place to reach our audience would be online. Also, social media, online ads, and email marketing enabled us to make the most of our client’s budget.

SOCIAL MEDIA CAMPAIGN
FACEBOOK & INSTAGRAM

We placed ads on Facebook and Instagram to reach our target audience. While the image remained the same on both platforms for consistency, the supporting post copy varied slightly as to not appear too repetitive for any viewer on both platforms. Both ads adhered to Facebook’s 20% copy rule to ensure the best reach.

ONLINE ADS

WEB BANNERS

We developed five web banner sizes to effectively reach users across a variety of online platforms and devices. Ads were placed on Google and Truck Paper (the most well-read online publication for the heavy duty truck industry).

WEBSITE
PERSONALIZED URLs

To support a series of emails/eblasts deployed for this campaign, we developed a pURL for a more personalized user experience. The website included key information about SelecTrucks and the financing promotions being offered at the time.

INTEGRATED AD CAMPAIGN
CAMPAIGN RESULTS

By strategically combining a thoughtful theme, meaningful messaging, impactful imagery, and purposeful ad placement, we successfully increased brand awareness, promoted their financing offers, and helped drive increased sales for our clients at SelecTrucks.