GWRideConnect

Work type: Digital / / Video

Launching a revolutionary awareness and ridership campaign

GWRideConnect is a free ridesharing service in the Fredericksburg, VA region that connects people to transportation solutions other than driving alone. They sought to address the ever-persistent challenge of encouraging single-occupancy-vehicle drivers to shift their behavior from driving alone to more sustainable and efficient modes of transportation.

The ask

The client approached us with specific goals to increase awareness of GWRideConnect in the area and to increase the amount of new riders signed up with GWRideConnect.

The process

To inspire action and break through advertising noise, we developed the “Revolutionize Your Commute Campaign” to raise awareness of GWRideConnect’s services and to inspire a cultural shift in the way people think about their daily commute. This campaign’s creative approach honored the history of the American Revolution in and around the Fredericksburg area, while infusing a modern twist to make it relevant and engaging.

The result

The campaign was highly successful, with GWRideConnect earning a 10% growth in new applications during the first year. In addition to the increase in new applicants, we met or surpassed our awareness goals for all of our paid media. We surpassed digital online display impression goals by 56%. Geo-targeted Google Ads generated 897,422 impressions, which were in the top 3 positions 91% of the time (industry standards are 80% or higher). With paid social media, we more than doubled the unique users and impressions we anticipated this campaign would earn. With radio the client earned 21% more radio exposure through bonus spots. We also saw high engagement with YouTube video impressions. With the help of this campaign, our client earned an Association for Commuter Transportation (ACT) Award for excellence in commuter transportation marketing