In a rapidly evolving and competitive market, having a strong and clearly defined brand is no longer a luxury—it’s a necessity. For TW Transport, a successful, family-owned carrier operating since 1973, the challenge was clear: growth alone wasn’t enough. As their fleet expanded, so did the need to strengthen their digital presence, attract new drivers, and foster deeper connections with their existing team.

Recognizing that traditional job postings alone would not suffice—especially in a volatile economic landscape—TW Transport set out to become more than just a trucking company. Their vision: to evolve into a trusted and influential brand throughout the Western U.S., and to build a thriving online community of engaged, loyal drivers.

The Challenge

While TW Transport had a strong operational legacy, its brand struggled to resonate digitally with its core audience and reach new prospects. To solve this, LACED Agency proposed a nine-month targeted social media marketing campaign to reignite engagement, grow visibility, and eventually transition brand management in-house.

The campaign focused on two core objectives:

1. Strengthen connections with current drivers through authentic, relatable content.
2. Attract new, qualified CDL-A drivers to join the company and support its nationwide expansion.

The Solution: Community-Driven Content Marketing

LACED Agency launched a multi-faceted content strategy that centered on authentic storytelling and community-building—with minimal reliance on paid media. The campaign leveraged:

• Social Media Marketing – to boost organic visibility and consistent brand presence
• Video Marketing – to humanize the brand through testimonials, behind-the-scenes content, and job highlights
• Blogging – to provide value, insights, and culture-driven messaging for both current and prospective drivers

This approach created a dynamic content ecosystem where TW Transport could not only share its story, but also listen and respond to the people who mattered most: their drivers.

Campaign Goals

🚚 Carrier Branding
Expand and grow the brand’s reach to new audiences
Key Metrics: Organic Reach, Total Reach, Content Impressions, Video Views, Profile Views

📢 Brand Outreach
Attract new drivers and customers by showcasing TW Transport’s values and job offerings
Key Metrics: Organic Reach, Brand Content Impressions, Profile Views

🤝 Community Building
Foster a passionate, loyal online community of drivers
Key Metrics: Engagement Rate, Content Impressions, Video Views

Campaign Results (9 Months)

📈 Brand Growth & Engagement

• +158.7% Increase in Organic Reach
• +1,023.1% Growth in Total Reach to New Unique Users
• +30,432.5% Increase in Brand Content Impressions
• +216.3% Increase in Community Engagement
• +2,384.9% Increase in Video Views
• +1,427.6% Increase in Brand Profile Views

The Takeaway

TW Transport didn’t just run a campaign—they redefined their brand.

Through an agile, content-first strategy, LACED Agency helped TWT lay the foundation for sustained brand growth, driver loyalty, and industry influence. By investing in storytelling, engagement, and community, TW Transport built more than awareness—they built a movement.