The challenge was simple - create positive sentiment to counter 100 million dollars of negative advertising, misinformation and PR from the petroleum industry and develop support for an advanced biofuels industry that didn't yet exist. On a budget. In 2010, the principal at Coherent Marketing planned, developed and implemented an integrated media campaign with a new website, digital and social media, participation by the general public, and public service announcements on TV. By the end of the campaign, the campaign had achieved some impressive results:
- More than 100,000 people visited the booth where the campaign was launched during the 2010 State Fair
- 550 unpaid green-screen video endorsements by the general public in three thematic areas - biofuels are good for the economy, environment, and strategic security
- Twelve 30 second PSAs were created from the video endorsements that were seen by more than 80% of North Carolina residents. Airing them during March Madness helped, too.
Still more results:
- The videos on the Youtube channel for the endorsements were shared more than 10,000 times and embedded on other sites more than 4,600 times
- The new NC Biofuels.Net website had more than 56,000 page views
- A Facebook page launched at the start of the campaig attracted 2,400+ fans
- Tweets from the NASCAR raceway during the May 2011 Sprint Cup race and a meeting by a fan with the nationally sponsored biofuels driver Clint Boyer
- Media partnerships and trade exchanges with TV stations to leverage station clickthroughs on their sites to biofuels sites
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