Case Study · Mack Trucks
Mack Climbed To #2 In The Category's Social Race. Without Posting Like Anyone Else In It.
Mack Trucks sells to owner-operators, fleet executives, and brand loyalists — one of the hardest audiences in B2B to move. For two years, Sociallyin ran Mack’s entire social operation as agency of record. The whole category posts trucks. Mack built a community.
6.66M
Organic impressions (Q4 2025)
~6%
Peak engagement rate vs 1–3% benchmark
893K
Total followers — #2 in the category
CLIENT
Mack Trucks
Industry
Heavy Trucking · Manufacturing
Engagement
Full-service social · Agency of record · 2 years
Offering this proves
Full-Service Social Management
01
Stuck Point
A 125-Year-Old Name Everyone Respected, And Almost Nobody Talked To.
In 2024, Mack came to us wanting to rebuild its entire social presence: strategy, content production, on-site support, community management, reporting, and paid. The brand had a century of loyalty and a following that came with it. What it didn’t have was a feed that loyalty could live in.
Across our competitive audit, Freightliner, Kenworth, and Peterbilt were posting the same thing — product shots, top-down captions, no people. Their heritage content felt museum-like. Polished, static, and quiet.
The diagnosis: Mack’s problem was never reach. The trucks already had a following. The problem was that nobody in the category had turned a following into a community that talked back.
Social Rank
4th
Starting position
Engagement Rate
Low
B2B benchmark floor
Community
silent
No audience dialogue
02
The Bet
Don't Run A Content Calendar. Run The Whole Operation.
Most brands in this space hire a vendor to fill a posting schedule. We made a different bet. Mack didn’t need more trucks on the timeline. It needed an operation that treated social as a living thing: strategy that adjusts to what works this month, content produced at volume across every platform, a community manager pulling a hard audience into the conversation, paid that moves real outcomes, and reporting clear enough that leadership could see social moving the business.
One team running all of it, as agency of record. Not five vendors. One operation.
One Engine. Strategy, Production, Community.
Strategy
One full-service strategy across all six platforms, adjusted every quarter in QBRs
Content Production
1,000+ unique assets: photo, on-site shoots, video, AI-environment films
Community Management
Active community management to make a hard audience talk back
Paid + Reporting
Meta & LinkedIn paid funnel plus QBR reporting leadership can read
6 Platforms. 1 Unified Social Operation.
The Gallery
03
The Work
We Built The Machine That Runs Mack's Social. Then We Kept It Running.
One strategy, six platforms, each given the job it does best. Content produced in volume on a cadence that doesn’t go dark. A community manager who treats comments as the work. And a reporting spine that turns all of it into something a leadership team can read.
The Hard Audience Started Talking. Then Leadership Noticed.
Driver-first content cracked it. POV cab interiors and clean product carousels on Instagram pulled engagement rates above 16%, on people who normally just scroll. American-heritage storytelling — like the restoration of a 1984 R-Model Mack — did the rest. The audience that wasn’t supposed to engage was suddenly in the comments.
The clearest signal came from inside the building. Our main point of contact told us a piece of our
content was shared up the chain as the internal benchmark for what good looks like.
STRATEGY + REPORTING THE SPINE
Quarterly Strategy That Moves
One full-service strategy across all six platforms, updated through leadership-ready QBRs that show what is working, what is moving, and where the strategy goes next.
CONTENT + ON-SITE PRODUCED AT VOLUME
- More than 1,000 unique assets: photo, on-site shoots, video, stories, long-form, plus AI-environment films placing the truck in snow, sand, rain, and hail.
- Coverage and remote support for CECA, Mack Experience Day, and product launches like the Mack Pioneer, with booth content built alongside on-site crews.
PAID + INFLUENCER DRIVES OUTCOMES
A paid funnel across Meta and LinkedIn, an influencer program we proposed and now advise on end to end: selection, logistics, and payment.
COMMUNITY ALWAYS ON
Participatory content like in-feed games, plus active community management built to make a hard audience talk back.
Driver-First Content
"The Cab Series"
16%+
Engagement rate on POV cab interior carousels. On the audience that normally just scrolls.
Heritage Storytelling
1984 R-Model Restoration
Viral
American-heritage storytelling that made a 40+ audience stop scrolling and start commenting.
Internal Signal
Content Shared Up the Chain
Kudos
Our content became the internal benchmark shared with European colleagues as “the direction for future content.”
“
"James asked for a copy to share with our European colleagues as a 'good example' of the direction for future content. KUDOS."
Casi McDaniel
Mack Trucks
Engagement Rate
3.8%
Per impression, May '26
Follower Growth
+395%
Instagram, month over month
Response Rate
100%
Inside 24 business hours
04
THE PROOF
What Two Years Of One Operation Puts On The Board.
Every figure below is from Mack’s own quarterly reports and paid campaign results, across 2025 into Q1 2026.
Metric
Result
vs. Prior / Benchmark
Detail
c
Social Rank
#2 in category
4 > 2
Climbed from 4th to 2nd across the 7-brand competitive set
c
Organic Impressions
6.6M+ (Q4 2025)
+73.9% QoQ
Quarter over quarter organic growth
c
Engagement Rate
~6% peak, 4.3%+ every quarter
2× B2B benchmark
1–3% is the B2B standard; Mack held above it every quarter
c
Instagram Followers
378K
#1 in category
Most of any brand in the category, ahead of Volvo's 267K
c
Link Clicks
158,950 (Q1 2026)
+888% YoY
The shift from being seen to driving traffic
c
Event RSVPs
4,147 from one campaign
$0.21 CPC
Across Meta and LinkedIn from a single event-ad campaign
We doubled output (18 to 40 TikTok posts) and the return was not linear. Views jumped nearly 30×. The single “TEN OUT OF TEN” video pulled 3,344 engagements on its own. The audience was the right audience — 98% US, exactly the market the brief was written for.
4 > 2
Social rank, 7-brand set
Category leadership
893K
Total followers
18.88% share of voice
378K
Instagram followers
#1 in category
1,000+
Photo, video, AI films, on-site
Unique assets
4,147
RSVPs, clicks, tickets, engagement
Campaign outcomes
05
THE UNLOCK
A Legacy Brand's Social Isn't A Museum. It's A Reunion.
The whole category had history. Mack had the same history and built a place for it to
talk. That is the difference between a feed that gets respected and a feed that gets
answered, and it only happens when social is run as an operation instead of a posting
schedule.
Two years of it — across content, community, paid, on-site, and the reports
leadership actually reads — is the proof that the operation is the unlock.
Loyalty was never the problem. The category had history. What it didn’t have was a
place for that history to talk back.
The Gallery
Have A Respected Brand That Nobody Talks To?
We run full-service social as one operation: strategy, content at volume, community management that makes hard audiences respond, paid that moves outcomes, and reporting your leadership team can read. Let’s build yours.
Ready to Maximize Your Social Media
Potential?
We’d love to hear about your organization’s goals on social media. Get in touch with us today!
info@sociallyin.com
