Ohio Corn & Wheat (OCW) is a strategic alliance that works to secure opportunities for the state’s corn and small grains growers through public policy efforts, market development, consumer education, and other key priorities. One of OCW’s top priorities is increasing demand for and availability of Ohio-grown corn used in fuel production. With Ohio drivers hitting the road for summer travels, OCW turned to us to help educate consumers about Unleaded 88, a cost-effective blend of 15% ethanol and 85% gasoline that burns cleaner and has higher octane.
In order to raise consumer awareness for Unleaded 88 across the state of Ohio, we developed a multichannel campaign to maximize exposure while driving home the benefits of this budget and engine smart fuel alternative. Tactics within this campaign included:
Overall, the campaign was successful in raising consumer awareness for Unleaded 88 in Ohio across each of the identified channels. Our first goal was to secure positive, consumer-focused media coverage of Unleaded 88 availability that emphasizes the many benefits and positive impact of this biofuel. Our second goal was to position Unleaded 88 as the premiere choice in fuel for consumers and drive them to purchase Unleaded 88. Through earned, owned, and paid media placements, we were able to accomplish both of these goals.
We developed, designed, and assisted in purchasing a domain for the consumer-facing landing page, SaveWith88.com. We captured the following landing page traffic throughout the duration of the campaign:
Our team secured placements and interviews about Ohio’s Unleaded 88 story in the following outlets:
We developed an eye-catching billboard and secured a placement in a high-traffic area of Columbus, Ohio, garnering the following impressions:
Our team wrote, designed, and managed Facebook and Instagram digital ads targeted toward key consumer audiences. These ads generated the following results:
We also wrote and facilitated a radio ad buy with Ohio iHeart stations WCOL and WNCI encouraging consumers to save money by grabbing the blue handle at the pump. In total, these efforts garnered: