CAMPAIGN OVERVEW
King County Metro increased service after the large-scale COVID shutdowns in 2020. The transit agency needed to communicate these changes to people in extremely specific neighborhoods, in a total of 11 languages, in different combinations depending on transit routes and recent census data of each neighborhood.
Public Transportation
January – April 2022
Paid Media: Feb 1 – March 31 2022
Hyper targeted neighborhoods along specific transit routes
Public Transit Users and Lapsed Transit Users
Increase ridership on bus routes in KingCounty with improved service
Reach as many people in as many languages as possible in key neighborhoods
Each improved bus route ran through a different set of neighborhoods, with different core languages.
Double Z built a matrix delineating the different routes in each neighborhood, and compared the census data for the ZIP codes in each neighborhood to determine the languages represented in each area. Ads were developed by neighborhood displaying the applicable improved routes, and translated into each language spoken, resulting in over 30 different delivery segments (14 neighborhoods x 12 potential languages)
RESULTS: Ridership on routes advertised by Double Z Media increased by 30% more than the average change of the public transit system as a whole.
By analyzing ad performance compared to the increased ridership over the period of this campaign, Double Z determined that ridership was more affected by impression volume than by the click through rate of the ads.
Partway through campaign delivery, tactics were optimized to heavily favor paid social media than programmatic banner ads due to more efficient GPS/Location data which led to a lower cost per impression and ultimately, more impressions.
