You Want Marketing Results? Try 820% in Two Weeks!
You Want Marketing Results? Try 820% in Two Weeks!
Posted on 09/23/2009, by
DMC
At the beginning of this month we launched a new marketing campaign for the Hillsborough County department of solid waste. The goal for the campaign was simple – encourage homeowners within unincorporated Hillsborough County to request recycling bins. The conceptual idea for the campaign began with a group of famous “Ben’s.” The connection between famous Ben’s and recycling bins is an easy one for general consumers to grasp. They are found across the mainstream consumer landscape. And they are easy to identify. Go ahead, take a minute and see how many famous “Ben’s” you can think of . . .
And so – here is just one of the famous Ben’s that we created for this campaign:
The pictionary style of the creative adds a great touch to the campaign and makes it memorable because of the game’s relevance to the general population. As an example, here is how we are able to extend that style to the cinema spots we produced:
However, we understood the need to push this further so it would be more than memorable – it would also drive residents to the intended call to action. To push it further, we incorporated an online contest where residents can interact with the campaign, guess which famous Ben they’ve seen and register to win prizes. In addition to the billboards, we are supporting the campaign through bus sides, cinema ads and traffic radio spots.
While the campaign is still relatively young, the early results are in and they are great.
Total bin requests for the first two weeks of the campaign are up over 820% from the same time frame last year. The bin request page is the most popular page on the site, generating over 1,400 page views in the first two weeks of the campaign. In addition, we have seen 25% of all bin requests through the Web site come through the contest page.
This last point is very important. It tells us that Hillsborough County residents are actively participating in the campaign. However, it also demonstrates that the campaign itself is compelling residents to the call to action and generating real results for our client.
You will be able to view the full campaign by going to our Flickr gallery once the contest ends. In our current environment of marketing, the economic climate as made many clients demand immediate impact from their programs. With online tools and direct feedback possibilities it’s certainly possible in some cases. However, make sure you remember that any campaign must be relevant to your target audience and provide them with a clear call to action. Accomplish those two things and you can put yourself in the best possible position to achieve great results.
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