Mack Trucks

Our work with Mack Trucks resulted in a 26% order increase, 100%+ engagement, and a 264,000+ waitlist – all while competitors struggled with commoditization.

The Momentum Challenge

After 125 years as America's trucking icon, Mack Trucks had lost some of its emotional connection with drivers. Market commoditization and a features arms race had flattened differentiation – Mack's market share was sliding despite their legendary bulldog heritage.

In an industry obsessed with specs and pricing, Mack needed to rediscover what made them uniquely American. The bulldog on every hood had become just another logo, not the symbol of reliability and partnership it once represented.

The Joined-up Solution

Rather than launching another product-focused campaign, we assembled a cross-disciplinary team combining cultural insight, brand strategy, creative excellence, and performance marketing to fundamentally reconnect Mack with its American roots. 

We uncovered the emotional truth behind the heritage. Our research revealed that Mack wasn't just about trucks – it was about partnership. For over a century, Mack had been America's co-builder, helping construct the nation's most iconic landmarks from the Hoover Dam to the Empire State Building.

Instead of competing on features, we repositioned Mack as America's most faithful partner. “By America's side" became our rallying cry – celebrating not what Mack trucks could do, but what they had already achieved alongside American workers. 

Integrated execution across every touchpoint: 

• Creative & Content: Bulldog-centered storytelling showcasing Mack's role in building America 
• Multi-channel Strategy: Video, print, and social campaigns reinforcing partnership themes 
• Performance Marketing: Targeted communications driving demand across all truck segments 
• Brand Experience: Every interaction reinforced Mack's dependable partnership promise 

The Momentum Delivered

Record-breaking performance in a competitive market:

• 26% increase in heavy-duty truck orders
• 100%+ growth in website engagement
• 264,000+ order waitlist directly attributed to campaign impact
• 59% lower paid media budget with 34% higher engagement vs. previous campaigns 

Brand transformation beyond features:

• Organic adoption across Canada, Colombia, Australia, and Mexico markets
• Museum placement as first-ever permanent Mack campaign display
• Cultural impact that reconnected drivers with American trucking heritage
• Industry leadership in emotional brand positioning over spec-driven messaging 

The results delivered on both scale and authenticity – combining deep cultural insight, strategic brand positioning, creative storytelling, and performance optimization to create unstoppable brand momentum for Mack Trucks.