Website & App Design
Variant’s digital platform is their differentiator, but they still needed a digital presence that would set them apart. First up? The website. True to the brand’s strategy, we designed everything with drivers in mind. Next, we worked closely with their tech teams on the driver app, ensuring that it was driver-friendly and on-brand.
Brand foundation? Check. Brand identity? Check. Digital presence? Check. Now it was time to start rolling it all out.
Driving Awareness & Conversions
When it comes to marketing a new brand, “if you build it, they will come” is not a great plan. To let our audience know that Variant had arrived, we took a full-funnel approach to content strategy.
Drivers trust other drivers more than they trust recruiters, and we leaned heavily on that insight. Video testimonials, blogs and a multi-channel social media push moved the audience down the funnel and offered evidence of Variant’s unique driver-first philosophy. With awareness efforts firing on all cylinders, it was time to start driving applications. Instead of overpromising like the competitors, our ad campaign positioned Variant as the “no B.S.” alternative.
It was a lot of work, but the question is, did it work? For starters, after launching the Variant brand, stock prices for their holding company U.S. Xpress saw an immediate increase. But investors weren’t the only ones noticing a difference. Driver turnover at Variant was hovering at just 1/5 the industry average, and the new drivers were converting at a much lower cost-per-recruit.
And this is just the beginning. We can’t to wait to see how far they go.
web sessions from prospective drivers
engagement rate on video content
clicks to initiative driver inquiry process
of visitors interact with blog content
Meet the JS team that helped build and launch the Variant brand: