IMPROVING PUBLIC SAFETY

Campaign: 2017 Public Safety Campaign

Date: Aug. 15 – Nov. 11, 2017

Budget: $15,000

Goal: To change public behavior in the nine U.S. cities with the highest rates of public crossing or trespassing-related incidents and fatalities.

Platform: Facebook and Instagram ($15,000) (dark posts)


Targeting: (4 videos, with 21 ad sets) (targeting based on Safety Dept. data)


Curfew Video: ($3,000)

  • People ages 15-44 living within a 25-mile radius of Chicago, Fort Worth, Houston, Little Rock, Los Angeles, Omaha, Portland, Roseville or San Antonio.

  • People ages 15-44 living in the U.S. who are parents or parents with teenagers.

  • People ages 15-44 living in the U.S. who are interested in American football.

  • People ages 15-44 living in the U.S. who are teachers or interested in

    education.


Duck Face Video: ($4,125)

  • People ages 13-44 who live within a 25-mile radius of Jacksonville or Little Rock, Arkansas, who attend or work at North Pulaski high School, Pulaski County High School or Pulaski County Special School District.

  • People ages 13-44 who live within a 25-mile radius of Los Angeles or Roseville, California.

  • People ages 13-44 who live within a 25-mile radius of Portland or Salem, Oregon.

  • People ages 13-44 who live within a 25-mile radius of Houston or San Antonio, Texas.

  • People ages 15-44 living in the U.S. who are teachers or interested in education.

  • People ages 13-19 who live in the United States. Interview Video: ($3,750)

  • People ages 15-44 living within a 25-mile radius of Chicago, Fort Worth, Houston, Little Rock, Los Angeles, Omaha, Portland, Roseville or San Antonio.

  • People ages 15-44 living in the U.S. who are parents or parents with teenagers.

  • People ages 15-44 living in the U.S. who are interested in American football.

  • People ages 15-44 living in the U.S. who are teachers or interested in

    education.

  • People ages 17-65+ who live within a 30-mile radius of Omaha, Nebraska.


Soccer Video: ($4,125)

  • People ages 13-44 who live within a 25-mile radius of Jacksonville or Little Rock, Arkansas, who attend or work at North Pulaski high School, Pulaski County High School or Pulaski County Special School District.

  • People ages 13-44 who live within a 25-mile radius of Los Angeles or Roseville, California.

  • People ages 13-44 who live within a 25-mile radius of Portland or Salem, Oregon.

  • People ages 13-44 who live within a 25-mile radius of Houston or San Antonio, Texas.

  • People ages 15-44 living in the U.S. who are teachers or interested in education.

  • People ages 13-19 who live in the United States.


Messaging:


Curfew Video:

  • Teens: Your parents will agree: Better late than never.

  • Teachers: It can take more than a mile for a train to stop, even when using

    the emergency brakes.

  • Parents: Not making it home by curfew is a scary thought – not making it home ever is scarier.


Duck Face Video:

  • Duck, duck train isn’t cool.


Interview Video:

  • Some shortcuts just aren’t worth it, even when you’re late. Always use caution when a railroad crossing is involved.


Soccer Video:

  • Your selfie game... or your life. Which is more important?


Success Measurement:

  • Reach > 1,500,000

  • View Rate > 25%

  • Cost-per-view < $0.05

  • Engagement Rate > 1%


Results:

On Facebook and Instagram, the 2018 Safety Campaign videos reached 2.6 million people and were watched by 1.8 million. (That's a view rate 68 percent.) More than 37,000 people liked, commented, shared or clicked-through to the landing page. (That's an engagement rate of 1.43 percent.) "Curfew" performed best, "Interview" performed worst. "Duck Face" and "Soccer" fell in the middle.

Teachers were the best performing demographic, followed by parents and those interested in American football. High school students were the worst performing demographic. We spent $14,906.93 total.

Combined Performance Totals:

  • Reach: 2,643,442

  • Views: 1,815,214

  • Engagement: 37,906

Soccer Performance Total:​

  • Total views: 249,241

  • Total reach: 198,764


Duck Face Performance Total:

  • Total views: 372,363

  • Total reach: 426,935

Curfew Performance Total:

  • Total views: 1,028,792

  • Total reach: 1,172,826

Interview Performance Total:

  • Total views: 164,818

  • Total reach: 844,917

 

©2019 by Alison Freemyer.