Fleet Procurement Thought Leadership Campaign
Union partnered with Holman to strategically elevate fleet conversion to the C-suite through a comprehensive thought leadership initiative. The campaign centered on a 12-part video series featuring Holman’s executive leadership team, each installment addressing a diverse range of strategic fleet-related themes impacting customer businesses and long-term financial outlook.
The Strategy
Rather than leading with transactional messaging, Union positioned fleet procurement as a strategic business lever. Executive-level perspectives were used to speak directly to procurement and finance leaders, reframing fleet decisions as drivers of operational efficiency, risk management, and financial performance.
Client testimonial videos were integrated into the strategy to reinforce credibility and provide real-world validation alongside leadership insights.
The Campaign
The content was deployed as a procurement and finance-focused advertising campaign, using video as the primary engagement vehicle. Assets were structured to support sustained attention, deeper viewing sessions, and qualified referral traffic rather than short-form impressions.
The Results
The campaign delivered strong performance across both U.S. and U.K. markets:
6,595 page views generated from paid media during a four-month campaign
80% video engagement rate3:26 average time on page with a low bounce rate
U.K. market extension generated an additional 3,747 page views
3:47 average time on page for U.K. traffic
The Outcome
By combining executive thought leadership with disciplined media strategy, Union helped reposition fleet procurement as a strategic conversation at the highest levels of the organization. The campaign demonstrated how long-form, insight-driven video can deliver measurable engagement while supporting complex B2B decision-making.
