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TomTom
#TruckersByTruckers

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tomtom
They may not have the biggest followings, but they do drive engagement like no other

Challenge

Truck drivers can be on the road for up to 56 hours a week. Meaning they're incredibly difficult to reach. A marketer's worst nightmare, in fact. How could we get them talking about TomTom's new GO PROFESSIONAL sat-nav device made for large vehicles?

Solution

We let truckers do the talking. 18 influencers who drive large vehicles for a living became brand ambassadors, sharing authentic content about their GO PROFESSIONAL experience. Because influencers have the power to engage niche communities. Even from on the road.

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Results

1.1M
impressions
7.3%
engagement rate (more than 2x industry standard)
133%
ROI
50.300+
engagements