Client: Omnitracs
Services: Strategy, Social Media
Driving Engagement Through Expertise: A Thought Leadership Campaign for Omnitracs
The Challenge
Omnitracs, a leading provider of fleet management technology, approached VSSL with a clear goal: elevate awareness of its video safety solutions among commercial fleets. With a competitive landscape and skeptical audience, traditional promotional tactics weren’t going to cut it. Omnitracs needed a way to bring credibility, insight, and real-world experience into the conversation—without sounding like a sales pitch.
The Strategy
VSSL saw an opportunity to lead with thought leadership rather than promotion. We partnered with renowned safety expert Don Osterberg, former Senior VP of Safety, Security & Driver Training at Schneider National and a respected voice in the transportation industry. His deep knowledge and independent reputation were central to the strategy.
We began by interviewing Don and ghostwriting a series of in-depth articles under his name. These pieces, posted on LinkedIn as well as industry publications like FreightWaves and WorkTruck Online, addressed the pressing challenges facing fleet safety leaders, offering practical solutions and industry context—while subtly weaving in how Omnitracs’ technology fit into that picture. The content struck a delicate balance: informative, impartial, and trust-building.
Key Results
33,721
Social impressions
25,962
Article views
8,000
New LinkedIn newsletter subscribers
The Pivot
A few weeks into the campaign, the Omnitracs team saw an opportunity to bring the content closer to home. While the independent voice had sparked valuable conversations, they wanted to make a clearer connection to the brand. VSSL adapted quickly, beginning to cross-post Don’s articles to Omnitracs’ LinkedIn page, giving the brand more visibility and traction. This shift sacrificed some of the neutral positioning, but boosted engagement and follower growth.
We expanded the program by scripting and producing screen-recorded video interviews with Don, giving audiences a direct line to his expertise across multiple channels.
The Execution
To bring it all together, we packaged the written content into a comprehensive ebook, built a supporting landing page, and launched a paid media campaign targeting safety-conscious fleet operators. Don’s name and insights remained at the forefront, helping cut through skepticism and deliver meaningful leads.
The Results
In just two months, the campaign delivered:
- 33,721 social impressions
- 25,962 article views
- 8,000 new LinkedIn newsletter subscribers
More importantly, the campaign reshaped how Omnitracs communicated about safety—shifting from product-first messaging to a people-first narrative built on trust, relevance, and real-world experience.
Why It Worked
By anchoring the strategy around a credible, third-party voice, VSSL helped Omnitracs break through industry noise and start deeper conversations. When priorities shifted, we adapted the campaign to meet evolving business goals—without losing sight of what made the message resonate.
“VSSL’s ability to synthesize Don Osterberg’s insights into scalable content assets—articles, videos, and an ebook—helped us engage a qualified audience, grow our social presence, and generate leads without sacrificing credibility.”
Susan Tyson, Marketing Business Partner, Fleet Solutions, Solera
