YRC Freight was the largest subsidiary of Yellow Corporation (formerly YRC Worldwide Inc) and specialized in less-than-truckload freight shipping. Yellow Corporation was the holding company for a portfolio of brands including YRC Freight, YRC Reimer, New Penn, Holland and Reddaway, and its companies had the largest, most comprehensive network in North America with local, regional, national and international shipping capabilities.

6.2M

Total Campaign Impressions

17.4%

Conversion Rate on Retargeted Ads

136%

ROI

The Challenge

YRC Freight launched a new, accelerated freight delivery service nationally and promoted it through targeted paid search advertising, with the goals of lead-generation and acquisition of new customers, and converting booked shipments of the new service.


The Solution

The campaign strategy was designed to “relaunch” the service line portfolio targeting new and potential customers while encouraging service reconsideration from individuals previously deterred by price point. The campaign execution included website optimization, content and navigation updates, multi-channel ad placement, retargeting and custom remarketing audiences. Paid search elements included AdWords Search & Display/Remarketing, LinkedIn, Salespider (B2B Display Network.) Finally, we engaged in a robust email strategy that included segmented email announcements to customers most likely to convert on the new service offering. 


The Results

The results? Well, the numbers were impressive.

YRC Accelerated Freight Service Launch slide #0 YRC Accelerated Freight Service Launch slide #1 YRC Accelerated Freight Service Launch slide #2 YRC Accelerated Freight Service Launch slide #3