industry
Transport & Vehicles
tools used
Webflow, Google Ads, LinkedIn Ads, Meta Ads, Klaviyo, HTML5 (displaybanners), Videoproduktion, Google Tag Manager, Meta Pixel, LinkedIn Insight Tag
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Introduction
From existing strength to full-funnel for one of Sweden's heaviest industries
MAN is one of the world's leading brands in heavy vehicles – with a global presence and a heritage of German engineering. When it was time to run a targeted clearance campaign on brand-new trucks in the Swedish market, a cohesive and scalable digital system was required to do it properly.
Brand awareness existed. Customer relationships existed. What was needed was a dedicated digital machine – built to support the clearance and reach the right buyers before year's end. We were given the assignment to build everything from scratch.
Background
A strong brand ready to take the digital step
MAN Trucks has an established presence on social media with an engaged following on Facebook and Instagram – and one of the world's strongest brands behind them. What was needed was a cohesive and scalable digital campaign system to truly activate all of that.
When MAN made the decision to run a targeted clearance campaign on their brand-new trucks – delivery-ready vehicles for immediate delivery – a hard deadline was set for year's end. That required a digital presence capable of working on multiple fronts simultaneously: reaching new buyers, processing those who had shown interest and nurturing those who weren't ready to buy immediately. We stepped in and built the entire system from scratch.
Our Role:
Webflow
Google Ads
LinkedIn Ads
Meta Pixel
Meta Ads
Klaviyo
Challenge
Reaching the right buyers, not just many
Selling trucks digitally is no easy match – and the Swedish market is one of the most competitive in Europe. The purchase cycle is long, the decisions are significant and the buyers – haulage owners, contracting companies and logistics firms – are not always easy to reach through traditional digital channels. It's about reaching the right person, at the right company, at the right moment.
MAN has an established company website covering their entire offering – trucks, buses and more. A solid enterprise solution built for breadth. But to run a focused clearance campaign at full throttle, something else was needed: a dedicated campaign website built solely for this purpose, capable of living in parallel with the existing presence and scaling up quickly without disrupting the ecosystem.
The challenge therefore wasn't just about generating leads – but about generating the right leads. Relevant leads. Decision-makers with genuine need and purchasing power. Building tracking, audiences, advertising and automation from scratch, in parallel with a hard deadline, required us to prioritise correctly from day one and lay a foundation that would actually hold. Every channel, every flow and every ad needed to work in concert – so that no potential buyer would fall through the cracks.
Solution
We built the entire machine – all at once
We took a holistic approach and built the digital infrastructure from scratch:
Webflow website – We designed and developed man-lastbilar.se in Webflow with a homepage, individual product pages for each truck model and a contact page. The website was built with conversion in focus and optimised from day one for technical SEO, on-page SEO and AEO – with the right structure, page speed and schema markup in place from the start.
Google Ads – We set up and optimised campaigns to capture active purchase intent – the right keywords, the right messaging, the right landing pages.
LinkedIn Ads – We launched advertising with precision targeting toward the right decision-makers: haulage owners, procurement managers and company executives in relevant industries. We set up the LinkedIn pixel and built custom audiences from scratch.
Meta Ads – We activated Facebook and Instagram as paid channels and built upon the existing organic audience with targeted advertising, custom audiences and retargeting throughout the entire purchase journey. We also developed creatives tailored for each phase of the funnel – from awareness to conversion.
HTML banners – We developed animated HTML display banners for retargeting and awareness – adapted for publication on industry-relevant sites within transport and vehicles, where the target audience already moves.
Video production – We filmed and produced video content tailored for awareness in social media – to quickly capture attention, build trust and drive interest further down the funnel.
Marketing automation – We implemented Klaviyo and built email flows for lead nurturing. With a lead magnet – a guide on what to consider before buying a truck – we qualified leads and kept them warm throughout the entire purchase journey.
Tracking & Monitoring – We set up complete tracking and monitoring with Google Tag Manager, Meta Pixel and LinkedIn Insight Tag. Every part of the funnel was configured to be measurable, optimisable and retargetable – so that no leads would fall through the cracks.
The entire setup was a classic full-funnel approach: awareness to reach new buyers, retargeting to process those who had shown interest, and marketing automation to nurture those who weren't ready to buy immediately.
Result
The foundation is laid – and we continue working
We built a complete marketing system for MAN Trucks in a short time – a dedicated campaign website and a complete ad system with a clear purpose: to reach the right buyers, in the right moment, with the right message.
The campaign generated qualified leads and concrete business, in parallel with their existing presence, without disrupting what was already working.
The website, the ads, marketing automation and technical tracking work together as a cohesive system. What we laid the foundation for during the campaign is not something you build once and walk away from – it's a digital infrastructure that grows stronger every day it is active.
The more data, the better audiences, the sharper advertising. We continue to optimise and drive the system together with the client, with the aim set on long-term growth.
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