Meritor seeks to leverage multiple media platforms to influence key audiences and drive change
Meritor, a leading global supplier of drivetrain, mobility, braking and aftermarket solutions for commercial vehicle and industrial markets, was facing geographic restrictions in Canada for one of their products, a 6×2 tandem axle, due to an outdated standard based on previous vehicle technology. In order to help its customers use their Meritor vehicle technology in Canada, Meritor sought to influence the voting bodies and their constituents to allow greater mobility for Meritor’s FUELite Axle with ECAS and other 6×2 tandem axles.
We did this by leveraging a multimedia platform that educated audiences about the key truths and myths about 6×2 tandems, making it an issue that impacted and prompted support from the greater trucking and general global transportation communities.
We were challenged to…
- Gain approval from the Canadian legislation for truck drivers and organizations to use 6×2 axles on Canadian Highways, which was previously banned. We sought to do this by:
- Educating the Canadian Government and legal decision makers on 6×2 axles.
- Creating a brand-agnostic council that could share the benefits and common misconceptions of the 6×2 axle technology.
- Encouraging trade media and trucking community to share their opinions and become engaged in the discussion.
- Specifically target Meritor customers and the trucking community using social media.
Our team collaboratively…
- Developed a strategic plan and built out an integrated, branded presence to educate Canadian legislation decision makers and the trucking community using Facebook, Twitter, LinkedIn, YouTube and a proprietary microsite.
- Communicated and earned media coverage among tier 1 and trade media outlets to drive attention to the issue.
- Supported the Meritor Communications team’s launch of an industry roundtable by coordinating, creating, editing and promoting a panel video.
- Developed and executed a digital advertising plan to specifically locate Canadian legislation decision makers via Paid Search, Display and Paid Social Ads. This included the development of an infographic, a 10-minute produced video panel discussion, 30-second teaser of the video panel discussion, Non-Meritor branded, bilingual microsite designed to be a landing page for those interested in learning more about the issue
A positive result from the Canadian legislation, which now allows FUELite Axle with ECAS and other 6×2 tandem axles onto several key Canadian roadways.
The campaign was recognized with a 2015 International Association of Business Communicators (IABC) Detroit Renaissance Award for Advocacy Communication.
Example of Social Media Ads:
Performance of Digital Ads and Customized Microsite 3 months post-launch:
Six media outlet features, half of which included links to the panel video and/or website.