Know Your Gdl
Paid Social Campaign
Colorado Department of Transportation
Teen accidents and fatalities in Colorado have been ticking back up since 2016. It’s time we remind teens about the rules of the road under the Graduated Licensing Program, especially as new drivers. We targeted teens where they spend a lot of their time–on social media–including snapchat, facebook, and instagram. To get teens interested in learning the rules of the road, we delivered funny, informative, and just plain weird 15- and 30- second illustrated videos to teach teens how to GDL while grabbing their attention. All the content was created in-house, ranging from illustration to voice acting.
Disciplines: advertising, art direction, illustration, animation, social media
agency: amelie company / art director/photographer: daniel alfonzo
creative director: eric hines / associate creative director (copy): cecil bozard
Results
Paid Media:
Delivered 2.1 million impressions to our target audience
Served 251,000 video views
Drove 6,277 clicks to COTeenDriver.com
Outperformed Facebook and Instagram industry average engagement rate, creating an average engagement rate 12 times the usual and nearly doubled industry average click through rate
Achieved industry average swipe up rate on Snapchat and tripled average watch time
Over 56 million earned media impressions over 3-day span