Motive Launch
A company called Keep Truckin had earned its place as a leader in trucking fleet hardware (dashcams, legal compliance monitoring) and software (vehicle telemetry and data) over a decade. But when the company renamed to Motive in an effort to expand their market of B2B customers beyond trucking, they needed a multichannel blitz to reach these new clients and educate their existing ones. As creative director on the account, I handled writing and design, as well as account and project leadership, across dozens of data-driven campaigns that accomplished these goals.
Out-of-home
One of the main goals from the rebrand and name change was to better position the company for a future IPO. So even though most advertising channels were specifically chosen to reach blue collar businesses cost-effectively, the client also wanted to build Silicon Valley buzz by unveiling their new Motive branding across their home base of San Fransisco. I wrote and designed a series of outdoor boards that piqued interest and introduced the company in a media flight around the city.
Social
I wrote and designed hundreds of B2B social ads for dozens of campaigns on LinkedIn and Facebook. We targeted businesses in trucking, construction, and oil and gas sectors with unique messaging and imagery that I varied and iterated based on ad performance data. I developed campaigns for Motive’s various business units that ranged from hardware and software to events and financial services.
Display + HTML5
I also wrote and designed hundreds of B2B ads for dozens of display campaigns. I made sure work was pixel perfect across countless sizes and delivered to meet the various specs and deadlines of multiple ad vendors. I worked with HTML5 developers to animate many of my ad sets, as well. These were also varied and iterated based on ad performance data.
B2B Thought Leadership
I edited and oversaw the design of a dozen reports that reached potential customers at higher points in the consideration funnel, visualizing impactful data and educating on specific business benefits. I also created social and display ads that drove audiences to report download webpages in exchange for lead capture information.
Direct Mail
I wrote and designed direct mail that leveraged the medium’s best practices, helping sway some of the blue collar businesses that were more effectively reached by physical channels than digital ones.