Increased Engagement & Lead Capture with
Video Storytelling
Client: TW Transport (Refrigerated & Heavy Haul freight)
Initiative: Driver Recruitment Advertising / Lead Generation (12 month Campaign)
Challenge
TW Transport, a leading refrigerated and heavy haul carrier, faced a growing need to fill CDL-A driver positions across its terminals in the Western and Midwestern United States. To meet this challenge, they partnered with LACED Agency to drive targeted recruitment advertising and high-quality lead generation.
Solution
LACED Agency launched a comprehensive, multi-channel recruitment campaign designed to attract, convert, and retain experienced CDL-A drivers in key markets. Our strategy utilized a blend of performance marketing and creative storytelling to connect with candidates authentically and at scale.
Media Mix Included:
- Online job boards
- Search and display advertising
- Digital marketing
- Machine learning & AI-powered targeting
- SMS/text campaigns
- Social Media Advertising
- Carrier websites
- Traditional print advertising
The campaign positioned TW Transport as an employer of choice, highlighting company culture, job benefits, and driver lifestyle with clear, consistent messaging.
DID YOU KNOW? VIDEO MARKETING WORKS!
- 53.4% of B2B marketers use video content for creating brand awareness, generating leads, and deriving sales. Source: Hubspot
- 68% of marketers agree that publishing organic video content has a better ROI than Google Ads. Source: Explain Ninja
- 74% of marketers realized an ROI of 50-500% using video testimonials on their sites and social media platforms. Source: Vocal Video
Campaign Goals
Driver Recruitment Objectives:
- Reach and engage experienced refrigerated and heavy haul CDL-A drivers
- Fill critical vacancies with high-quality, long-term hires
- Improve retention through stronger cultural alignment
Video Marketing Objectives:
- Carrier Branding – Expand audience and visibility (Measured by Organic Reach, Total Reach, Impressions, Video Views, Profile Views)
- Brand Outreach – Attract new drivers and potential customers (Measured by Brand Profile Views & Content Impressions)
- Community Building – Foster a loyal driver base (Measured by Engagement & Video Views)
12-Month Campaign Results
Lead Generation & Hiring Performance
- +8.6% Year-over-Year increase in total lead volume
- Lead Source Mix: 80% Direct / 20% Hybrid
- +23.8% YoY increase in total hires
- -27.1% YoY reduction in Cost per Lead (CPL)
- -24.3% YoY reduction in Cost per Hire (CPH)
Video Advertising & Brand Impact
- +375.6% Increase in Organic Reach
- +3,976.8% Increase in Total Reach to New Unique Users
- +38,048.1% Increase in Brand Content Impressions
- +523.7% Increase in Community Engagement
- +1,154.4% Increase in Video Views
- +2,734.5% Increase in Brand Profile Views
The Takeaway
TW Transport didn’t just fill driver seats — they transformed their brand presence across digital platforms.
By combining targeted media buying with authentic, story-driven video marketing, LACED Agency helped TWT reach more of the right drivers, reduce hiring costs, and strengthen their reputation in the industry.
Your blueprint for success:
Video-first creative + strategic media mix + data-driven optimization = measurable recruitment results.
REQUEST A QUOTE
I need help with my driver recruitment strategy.
What our client says...
Agency Services Rendered
TW Transport /
TWT Refrigerated
Recruitment Advertising
GENERATE QUALITY & HIGH-PERFORMING CANDIDATES NOW!
Creative Production
- Campaign Ideation & Strategy
- Marketing Message
- Design & Development
- Creative Ads
- Landing Pages w/Data Capture
Video Services
- Video Shoot(s) @ Top Terminals (on location)
- Video Editing
- Motion Graphics
- Voiceover Talent Selection & Recording
- SoundFX
- Sound Design
- Video Optimization
Advertising Tactics
- Digital Display Ads
- Mobile Advertising
- Social Media Advertising
- Job Board Ads
- Search Marketing (PPC)
- Text & Voice Ads
- AI-Tech & Machine Learning
Media Management
- Media Buying, Negotiation, & Placements
- Campaign Management & Tracking
- Media Reporting & Analytics
- Media Analysis
- Strategic Recommendations
Media Reporting
- Daily Pulse Check Reporting
- Weekly Reports by Media Channel
- Lead Quality Reports
- Weekly Client Presentations
- Quarterly + Annual Reports
Campaign Creative
Video Marketing
Long-form no VO
Driver Interview: Louis Devicariis Part 2
TWT Offers Paid Training & Paid Orientation
Haul Refrigerated Freight at TWT
Drive Heavy Haul Freight at TWT
Excellent Maintenance for TWT Modern Trucks
How We Grow Your Fleet.
Driver Recruitment Advertising
Client Value: Full-Service Agency capabilities
Cost: Annual 12-Month Contract
Find the right people to fill your openings fast!
LACED Agency utilizes the power of data-driven marketing, AI technologies, machine learning, social media, video marketing, audio storytelling, and advanced advertising techniques to deliver high-performing, top-quality candidates within 30-60 days.
Social Media
Marketing
Cost: Monthly Retainer
Build a community of passionate truck drivers online!
Our team of social media experts uses paid and organic strategies to showcase your brand, convey your narrative, drive compelling conversations, generate promising leads, and ultimately help you recruit the employees you require to expand your fleet.
Carrier Branding & Reputation Management
Cost: Monthly Retainer and/or Defined Project Initiative
People want to work for well-liked companies.
To successfully recruit truck drivers, you must have a strong brand and a well-maintained online reputation. We offer services to help including: Reputation Management Solutions, Brand Building Consulting, Blog Content Writing & Hosting, Press Releases, Editorial/Sponsored Content Pitch Campaigns, Case Studies
and Fact Sheets.
Retention
Strategy
Cost: Clearly Defined Project Initiative
Retaining top talent is crucial for driving organizational growth.
That's why LACED Agency develops tailored referral, rehire, and retention strategies that align with your company's culture. Programs include training assistance for recruiting professionals, developing a custom curriculum, and much more!
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Expert
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Results-Driven
Approach
Streamlined
Execution
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