Better Roads
Driving Home the Message
Pumping Up Voters
In Nebraska, the gas tax funds road maintenance and upkeep, ensuring a safe driving experience for everyone. Should a ballot initiative attempt to remove it, Better Roads Nebraska – a social media advocacy effort by Associated General Contractors (AGC) Nebraska Chapter – wanted a campaign that could educate and mobilize voters if needed.
AGC asked KidGlov for a campaign that would reach as many Nebraska drivers as possible, within a small budget, to educate them on the value of the gas tax. The answer was clear: social media was the ideal educational tool for the campaign, owing to its low-cost, high efficiency ability to target local voters.
Deliverables
Social Media Ads
Landing Page
Full-Throttle Success
While we knew this campaign would spark the public’s interest, we couldn’t have predicted the level of engagement and reach it would achieve.
In the first year, we received over one million total impressions across Facebook, Twitter and LinkedIn, inspiring lively debate and passionate proclamations across every comment section.
Not only did these results make it clear the public was extremely passionate about the safety of Nebraska’s roads, but that the campaign had quickly raced past all expectations.
13,851
Facebook engagements per post
with a variable engagement rate of 3 – 5%
552,134
Twitter impressions
with an engagement rate of 0.84%
94,574
LinkedIn impressions
with an engagement rate of 1.41%