Towit
Towit is a peer-to-peer marketplace modernizing the trailer rental industry; we partnered with their leadership for their brand relaunch and our Social Media and Digital PR teams to drive user adoption and brand authority among Texas equestrians and the broader hauling community.
Overview
We identified a need to transition Towit from a niche startup to a trusted peer-to-peer marketplace, but faced challenges with brand awareness in highly specific, fragmented communities. We focused on combining SEO-optimized educational content with hyper-targeted social outreach to establish authority within the equestrian and hauling markets and drive platform engagement.
Approach
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Leveraged culturally relevant campaigns, such as "Year of the Horse" and "Rodeo Season," to align the brand with Texas equestrian culture. The team humanized the brand through interview-style content with the founder, Bjarne Haug, to build consumer confidence.
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Shifted from broad awareness to hyper-targeted engagement within niche digital communities. The team produced four SEO-optimized blog posts and executed direct email outreach to relevant UT organizations (e.g., UT Equestrian, Longhorn Racing) and local Austin moving and landscaping businesses.
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Tracked performance through a unified framework of reach and interaction metrics while mapping out a potential growth funnel across specific Facebook and Reddit subgroups.
Results
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Total Audience Reach: 3,489 unique accounts reached during the semester.
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Engagement Impact: Achieved a 2.67% engagement rate, exceeding the 1% industry baseline, with 93 total interactions and 24 saves.
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Content Output: Published 6 social media posts and 4 new blog posts (e.g., "Turn your idle trailer into a money-maker") to drive website clicks and platform authority.
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Mapped a strategic path to reach over 300,000 potential users across relevant digital subgroups, including r/equestrian and r/cargo trailers.