Volvo Trucks & Baldwin& Unveil the new VNR Model with Creator Rudy Willingham

Mar. 11, 2025

Last year, North Carolina-based agency Baldwin& created the unforgettable #WhatTheTruck campaign to unveil Volvo’s new line of VNL long-haul semi-trucks. Now Baldwin&—the lead agency for Volvo Trucks North America—is at it again, this time for Volvo’s new regional haul truck, the all-new Volvo VNR, to be revealed online and in-person at the Technology & Maintenance Council Annual Meeting & Transportation Technology Exhibition in Nashville March 10-13. For the reveal, Baldwin& is working with content from influencer Rudy Willingham, who has 4.5 million followers on TikTok and over 500,000 on Instagram.

Inside the influencer strategy

Willingham is creating two pieces of content for the collab. His first teaser post was released on March 7. Once the truck is officially unveiled at 7:30 pm at TMC from the Volvo booth and livestreamed on Volvo Truck’s website, his second will go live on March 19 with an extended edit of the March 7 post that reveals the new VNR. 

Kat Belloir, Baldwin& said:

“Rudy was perfect for this campaign because he’ll not only showcase the new Volvo VNR in an original way, he’ll help reach a new generation of truckers. Today’s truckers are younger and more invested in fuel-efficient vehicles and superior connectivity. Rudy’s style really highlights these along with the VNR’s aerodynamics.”

 

An added media push

In addition to the Willingham collab, Baldwin& has a strong paid media campaign in place to highlight the VNR’s other capabilities, which include leaps forward in safety, productivity and connectivity. .

Willingham said:

“I love finding unexpected ways to promote new projects, products, and innovations. Baldwin& trusted my creativity and gave me the freedom to really have fun with the content while showing off the lines of the new VNR.”