Denver Department of Transportation and Infrastructure (DOTI)

Challenge: As with every US city. Denver is a car-centric transportation culture. The National Resource Defense Council tapped us to help promote a recently approved plan to build out 125 miles of new bike lanes in the city by the end of 2023 and to encourage residents to use them (and not be surprised when new bike lanes appeared on roads in their neighborhoods).

Objective: Get more Denverites to bike and be aware of the new bike infrastructure that they voted to expand.

Strategy: The campaign used an accessible, fresh approach in digital to drive Denverites to go to learn more about the expanding network of bike lanes being deployed in the city. We utilized geotargeting to serve messages in specific zip codes where the new bike lanes were. These included areas with a high propensity of Spanish-speaking and Vietnamese-speaking individuals, so we transcreated the campaign in those languages. Each language had three creative directions. The campaign had a minimal media budget of <$25,000, so we focused our efforts on Facebook and Instagram. Campaign creative drove audiences to a dedicated landing page where they could find links and information about the new bike lanes and various projects from DOTI.

Results: The digital campaign over-delivered impressions and drove over 15,000 clicks to the website, successfully spreading the word, especially in underserved communities.