PackDash operates in the third-party logistics industry, a sector that is essential but often seen as less “exciting” compared to consumer-facing brands. Despite this perception, TikTok, Instagram Reels, and YouTube Shorts provide a powerful opportunity to humanize the PackDash brand, showcase its differentiating value, and engage with both customers and potential employees in a creative, authentic way.

Currently, PackDash has a modest social presence, with some growth in followers but limited traction in video-first platforms. The challenge is not only to generate new content ideas, but also to build a repeatable strategy that grows audience engagement, increases reach, and makes PackDash stand out in an otherwise crowded B2B logistics landscape.

The opportunity is to design and test a creative content strategy that leverages TikTok’s most effective storytelling methods—short-form narratives, humor, behind-the-scenes looks, and trends—while staying authentic to PackDash’s mission. Students will need to understand how logistics impacts everyday life, translate that into compelling visual stories, and experiment with multiple creative approaches (green screen, time lapse, music-driven edits, etc.) to determine what resonates most.

By developing prototype content, analyzing competitors and industry best practices, and designing a growth playbook, students can help PackDash position itself as a thought leader and approachable brand within logistics. Success would not only mean stronger digital visibility, but also a repeatable framework that PackDash can use to sustain engagement long after the project ends.

Audit PackDash’s current social media performance, with a focus on TikTok, Instagram Reels, and YouTube Shorts.

Benchmark best-in-class B2B and logistics brands (and unexpected industries) for creative inspiration.

Design & Test prototype TikTok/Reels content using storytelling, humor, and trend-based formats.

Develop a cross-platform content calendar and engagement strategy tailored to PackDash’s brand voice.

Recommend a long-term roadmap for growth, including KPIs, resourcing needs, and optimization tactics.

Follower Growth: Increase TikTok followers from current baseline to at least 10,000+ within 6 months.

Content Reach: Produce at least one video that achieves 100,000+ views during the project.

Engagement: Achieve an average engagement rate of 10% or higher across TikTok posts.

Consistency: Deliver a repeatable content calendar covering 8–12 weeks, including at least 15 prototype videos.

Playbook: Provide PackDash with a documented TikTok growth framework that can be implemented post-project.