TEXAS X TEXAS
SURPASSING CAMPAIGN GOALS IN RECORD TIME
ISSUE
Asking Texans to download and use a government app is no small task. Skepticism and inertia become the enemy. There are privacy concerns, usage questions and “yeah, but this is the way I’ve always renewed my vehicle registration” arguments. Our challenge was to generate awareness for Texas by Texas (TxT) throughout the nation’s second largest state and, most importantly, drive conversions.
ANSWER
Taking care of government to-dos on the go should be safe, fast, frictionless and accessible to all Texans. We needed to present TxT in a voice and tone that’s trusted, informed and friendly. Not to mention translated! And then maximize the media channels to reach all corners of the state, including rural markets.
RESULTS
The campaign both increased awareness of the TxT app and generated conversions for Driver Services. A Lucid Brand Lift Study showed an average increase in awareness of 7.4%, with the 35-44 demographic seeing a lift of nearly 10%. This is more than double the average (3.3%). And in a state as big as Texas, this resulted in a lot of people.
Lower funnel channels, driven by Google AdWords, delivered 306,700 conversions at a cost of $2.33, which is 96% lower than the industry benchmark. The campaign overdelivered on the Facebook CPM by 56%, the YouTube View Rate by 57%, the Twitter CPCV by 96%, the OTT/CTV CPCV by 75%, the streaming Audio CPC by 90%, the AdWords CTR by 1,073%, and the campaign conversion rate by 1,858%.
