DAQ
Stove Replacement Measure
DEC’s Division of Air Quality tasked MSI with launching a campaign to drive awareness to recent regulation change with a call to action for stove replacement. We had two goals: make the pubic aware of the new regulations and to drive viewers to inquire about stove replacement – on a site that is not owned by the DEC. MSI chose a compelling 8-bit theme to match the likely age of these “expired” stoves and capture the attention of homeowners. We deployed digital ads on the Google Ad Network, placed print ads in the local paper and followed up radio and a direct mail postcard to every household in the FNSB. We also added a “bottom of the funnel” tactic via paid search ads to lead to more conversions. This campaign was able to deliver over 2 million impressions, which is very strong penetration for a market this size. The campaign had such an impact, letters to the editor referenced the creative and messaging by name!
Targeted Airshed Grant
DEC’s Division of Air Quality was provided a grant to educate the public on air quality, which includes understanding the phases of alerts, what they mean and how residents should respond, ways to reduce their impact on air quality and why having good air quality is an important aspect to a healthy community. This grant money has a shelf life of 5 years and DAQ needed all new materials to fulfil this campaign to educate those in the FNSB. MSI created a strategy – a phased education approach for years 1 and 2, tackling each message with a different creative. The first creative focused on drawing viewers in with a tagline of “the air is why we care” and visually backed it up with dogs enjoying fresh air through a car window. Our phased education approach included meeting viewers where they were virtually and physically, by deploying a multi-channel media approach. Utilizing programmatic and video digital advertising, social media, traditional placements such as TV, radio and print, we were able to saturate the borough over a 5 month campaign. We also developed a second set of creative assets focused on the same messages but featured a day in the life of a resident family and resident musher. Our goal was to convey that quality air matters so the outdoor recreation Alaskans so love, is accessible and safe in the winter.
This campaign has had tremendous success even in just its first year. Facebook reached about 50% of the entire borough and had an average click through rate of 8.6%. Over the Top (OTT) performed far over industry performance benchmarks and had a view completion rate of over 96% – a testament to interesting and compelling content. Over time we will be able to measure sentiment based on trends and engagement – a key metric for the 5 year campaign.
