I wasn’t the person that came up with Steve
Posted: Sun Feb 16, 2025 5:56 am
That daily disruption includes the things we can implement to keep getting better and connect more and more with our followers and community.
Your mantra of disruptive innovation is shown in Flock Freight’s recent ‘Define Your Load’ campaign, which features an unlikely nostalgic spokesperson. Why Steve from
One element of choosing talent was data on our target audiences. We have two primary segments: shippers and carriers who are ages 30-55. For this campaign we wanted to target the shipper segment and those individuals working in supply chain and logistics positions at brands. At first, we were thinking more of an investigative journalist from loan data Dateline or 20/20.
We tried reaching out to those investigative journalists, but most were under contract with shows—many of which were a little more conservative and didn’t approve of the amount of cursing proposed in our campaign scripts.
But, we couldn’t cut the cursing out. Even with the bleeps, we had to roll with the creative concept because we believed in it so much. With our creative partners, we went back to the drawing board thinking through other investigative-type personalities out there, and Steve from Blue’s Clues was one of those options.
but when I heard the idea I knew it had legs because we could do so much more on social media. There was more reach and notoriety. And it definitely came through with the results of the campaign, the response and the overall sentiment.
Your mantra of disruptive innovation is shown in Flock Freight’s recent ‘Define Your Load’ campaign, which features an unlikely nostalgic spokesperson. Why Steve from
One element of choosing talent was data on our target audiences. We have two primary segments: shippers and carriers who are ages 30-55. For this campaign we wanted to target the shipper segment and those individuals working in supply chain and logistics positions at brands. At first, we were thinking more of an investigative journalist from loan data Dateline or 20/20.
We tried reaching out to those investigative journalists, but most were under contract with shows—many of which were a little more conservative and didn’t approve of the amount of cursing proposed in our campaign scripts.
But, we couldn’t cut the cursing out. Even with the bleeps, we had to roll with the creative concept because we believed in it so much. With our creative partners, we went back to the drawing board thinking through other investigative-type personalities out there, and Steve from Blue’s Clues was one of those options.
but when I heard the idea I knew it had legs because we could do so much more on social media. There was more reach and notoriety. And it definitely came through with the results of the campaign, the response and the overall sentiment.