Westcan Bulk Transport
Driving momentum for new careers
With a workforce approaching retirement, Westcan Bulk Transport needed an online recruitment campaign that would capture the minds and hearts of a younger crowd.
We knew a combination of compelling creative and digital strategy would be vital to reaching millennials seeking a meaningful career.
Customer journey mapping
To make the project successful, we had to first understand the motivations that would best encourage someone to apply to become a trucker for Westcan.
We created user stories, personas and journey maps to delve into the psychology of a potential applicant, understand their needs and identify their demographics.
To bring our insights to life, we partnered with Back Road Productions to create an inspiring video series, Meant for the Road.
The concept presents the open road as a calling, bringing opportunities for freedom, growth and adventure.
The vignettes illustrate the pride of becoming a driver. The story follows a young man pursuing his passion while raising a family.
Targeted digital marketing
Once we crafted the video series, we needed to help Westcan meet its target audience where they spent the most time: online.
Our experts selected the most impactful digital platforms to launch the campaign. A diverse mix of ad buys on YouTube, Facebook and Instagram were all hyper-targeted toward young, family-oriented folks.
The ads all led to a storytelling microsite with strong calls-to-action to apply for career with Westcan.
Videos go viral
The campaign quickly racked up hundreds of thousands of views, garnering attention and press from across the country.
But, most importantly, we drove thousands of leads online, inspiring a whole new generation to apply to Westcan.