Case Study

Public Education – Awareness Campaign

Overview

This case study showcases how our team helped a major metro city agency educate the public about the reduction of food waste.

Results

10% of consumers within the geo target recalled the campaign on an unaided basis and 19% on an aided basis.

87% of consumers within the geo target planned to take steps to prevent food waste.

This campaign generated well above average CTRs and garnered nearly $16K in bonus exposure from media partners.

Target Geography

San Francisco, California

Target Personas

Socially aware consumers residing in specific neighborhoods within the city of San Francisco – including English, Spanish and Cantonese speaking individuals as well as lower income individuals to encourage food waste reduction and resultant cost-savings.

Media Approach

Comprehensive hyper-local geo targeted plan included the following components:

One-sheet posters outside convenience stores and bus shelters
Shopping cart ads in large grocery stores
Display on local news sites serving the Hispanic, Chinese, and LGBTQ+ audiences
Paid Social media posts
SEO
Post-campaign research study to measure awareness and shifts in attitudes and behavior regarding food waste reduction

Channels

Geo-Fenced Programmatic
Paid Social
OOH
SEO
Endemic Display