The Fifth Generation Freightliner Cascadia social media campaign aimed to position Daimler Truck North America’s latest innovation as a leader in the competitive truck manufacturing industry. Our goal was to showcase the Cascadia’s advancements in aerodynamics, fuel efficiency, and safety while maintaining a strong connection to its predecessors.
By crafting a strategic and engaging campaign, we sought to generate excitement among the trucking community, increase brand awareness, and drive measurable engagement across social platforms. The campaign needed to balance technical excellence with accessibility, ensuring that Freightliner’s diverse audience—from fleet owners to independent drivers—felt informed and inspired by the Gen 5 Cascadia’s capabilities.
To bring the Gen 5 Cascadia campaign to life, we executed a multi-phase social media strategy, beginning with a carefully planned teaser campaign and culminating in a full-scale product launch. Our approach prioritized dynamic content that would engage Freightliner’s audience while reinforcing the brand’s reputation for excellence.
1. Teaser Phase:
We generated anticipation by strategically releasing glimpses of the new Cascadia across Meta and LinkedIn. These teasers built intrigue and laid the groundwork for the full reveal, earning 1.1 million impressions on Meta and 152,000 impressions on LinkedIn.
2. Launch Phase:
During the official product launch, we leveraged a combination of video content, high-quality static posts, and paid media to ensure maximum reach. Meta ads alone delivered 2.5 million impressions, while our Facebook launch video achieved a remarkable 5.6% engagement rate—well above platform benchmarks.
3. Post-Launch Engagement:
Following the initial excitement, we continued to drive engagement with awareness ads and community-focused content. Freightliner’s post-launch awareness ads exceeded projections by 3.1 million impressions, while Instagram Reels played a key role in audience interaction, with one reel achieving an outstanding 12.6% engagement rate.
Challenges & Unique Aspects:
One of our biggest challenges was ensuring the new Cascadia’s advancements were highlighted without overshadowing previous models. We addressed this by crafting messaging that celebrated the Gen 5 as part of Freightliner’s legacy of excellence rather than a standalone innovation.
Additionally, creating content that resonated across Freightliner’s diverse audience was crucial. Our team captured on-site content specifically designed for social media platforms, ensuring that messaging was both visually compelling and informative.
The Fifth Generation Cascadia campaign exceeded all expectations, demonstrating the power of a strategic and engaging social media presence.
Our paid media efforts generated over 7.8 million impressions, surpassing projections by 45%, and drove 11,931 link clicks, exceeding estimations by 21%. Video content proved to be a significant engagement driver, with an Instagram reel achieving a 12.6% engagement rate and the Facebook launch video garnering 5.6% engagement, far above Freightliner’s typical performance on the platform.
The teaser campaign effectively set the stage with 1.1 million impressions on Meta and 152K impressions on LinkedIn, while launch-phase Meta ads delivered an additional 2.5 million impressions. Post-launch, Freightliner’s awareness ads outperformed expectations by 3.1 million impressions, further reinforcing brand visibility and customer engagement.
Beyond the numbers, the campaign was praised by the client, with feedback stating: “The social and the digital hit perfectly.” This response, combined with our exceptional metrics, affirmed that our strategy successfully positioned the Gen 5 Cascadia as an industry benchmark while deepening Freightliner’s connection with its audience.
