No More Bullsh*t

The Problem

Variant, a new technology-forward trucking company from U.S. Xpress, asked us to create fresh branding and a recruiting campaign for prospective drivers that promised they would earn a consistent paycheck, get home on time, and have 24/7 support. It would also serve as Variant’s introduction to the public, so the campaign needed to stand out on Day 1.

Drivers in Front of Variant Truck
Variant Truck

The Insight

After our field research, one insight rang true: Drivers trust other drivers over traditional recruiting tactics.

The Solution

We leaned heavily on video testimonials, blogs and multi-channel social media to reach potential recruits, and rather than overpromising like the competitors, our ad campaign positioned Variant as the “No Bullsh*t” alternative.

Our Q1 efforts resulted in 250k web sessions from prospective drivers, 85% engagement rate, 1.2k driver inquiry clicks and 60% visitor blog engagement. Additionally, directly after launching the Variant brand, stock prices for their holding company U.S. Xpress saw an immediate increase.

Variant Billboard