Haulin’ Like It’s Hot
Digital Marketing Merch Campaign
To inject some fun into the CNS Companies brand, we launched a limited-edition 80s-inspired merch line. The featured product was a neon, Miami Vice–style t-shirt with the slogan “Haulin’ Like It’s Hot” and a bold truck graphic.
The goal was to create buzz around the launch, drive traffic to the online merch store, and connect with our trucking audience through a playful, nostalgic design. I developed and executed a full campaign across email, social media, and web to bring the theme to life and maximize sales.
My Role
Digital Marketing Coordinator
Campaign Strategist & Content Creator
Social Media Manager
Goals
Build hype around a fun, retro-themed merch drop.
Drive traffic to the online store and boost sales.
Showcase company culture and brand personality.
Engage truck drivers and staff with something they’d be excited to wear.
Process
Creative Direction – Designed visuals inspired by 80s neon and Miami Vice aesthetics to match the shirt, designed by CNS’ talented in-house graphic designer, Emily Foxwell.
Social Media Campaign – Posted teaser graphics, product reveals, and lifestyle photos/videos to create anticipation.
Email Marketing – Built a targeted email blast announcing the launch, complete with bold visuals and a “shop now” CTA.
Website Features – Added homepage banners and product highlights with neon-styled graphics.
Engagement Push – Encouraged employees and drivers to share photos of themselves wearing the shirt for organic reach.
Results
Strong merch sales in the first week of launch.
Increased engagement across Facebook and Instagram (likes, comments, shares).
Positive feedback from employees and drivers who loved the retro theme.
Helped strengthen brand personality by leaning into humor and nostalgia.
Takeaway
This project showed the impact of pairing a bold creative concept with a strategic, multi-channel rollout. By embracing a playful, retro theme, we turned a simple merch drop into a fun, memorable campaign that built buzz and strengthened community pride.