Meta Ad Campaigns
Bulldog Solutions, LLC.
Bulldog Solutions, LLC.
Bulldog is a boutique digital agency that builds custom recruiting systems for CDL drivers. Their expertise spans lead generation, recruiting support, video and photo production, print and web design, software development, podcasting, and analytics. In 2021, I joined them in-house to design dozens of Meta campaigns from concept, to copy, to launch.
01/ Speaking the Language /01
To capture the spirit of the industry, I got to know drivers on a deeper level–meeting them, learning their inside jokes, slang, and conventions. This strategy was the driving force behind my ads, creating media native to the content drivers trusted and engaged with.
02 / "Now Hiring" Reimagined / 02
Striding confidently within the parameters of the market, I took the creative liberties missing from most “now hiring” CTAs to craft standalone, "trucking-obvious" ads. This trained the algorithm to target drivers with a wide range of backgrounds and experiences.
Each ad lives in its own universe, designed around a distinctive theme–ranging from parody to playful to corporate. The adventurous typography and colors reflect these themes while staying true to each client’s brand guidelines.
Each ad lives in its own universe, designed around a distinctive theme–ranging from parody to playful to corporate. The adventurous typography and colors reflect these themes while staying true to each client’s brand guidelines.
03 / Connection and Commitment / 03
The core idea was to follow a user hierarchy of direct impact, valuable information, and visual interest; stop them, spark curiosity, then prompt a response.
04/ Scope of Work /04
These campaigns took many forms. "Likes" focused on emotion and entertainment to build an audience, and "Leads" transferred that audience to follow through with the call to action.
As time progressed at Bulldog, I transferred my industry knowledge to other hiring campaigns. Technicians--for example, were the "type A" sort interested in the details.
As time progressed at Bulldog, I transferred my industry knowledge to other hiring campaigns. Technicians--for example, were the "type A" sort interested in the details.
