GROWTH ENERGY
As part of their Get Biofuel initiative, Growth Energy wanted to change consumer behavior at the pump—encouraging the switch from Regular Unleaded to Unleaded 88, a higher blend of biofuel. But with most drivers on autopilot when it comes to fuel purchase, they needed to inspire consumers to make a greener, cleaner choice. Partnering with an Olympic gold medalist and millennial mom, Shawn Johnson, her husband, former NFL player, Andrew East, and their two kids allowed us to tap into their followers in an authentic and approachable way.
Combining nostalgia with the desire to do right by our planet, The East Family took the first Green American Road Trip from Nashville to Dallas. They documented the trip along the way, sharing their greener adventures fueled by Unleaded 88 on social. Our social campaign encouraged others to take their own road trip, inspired by Shawn and Andrew’s footage, and driving them to a campaign landing page complete with pre-built road trip routes that featured family-friendly sites and Unleaded 88 stops along the way.
The Results:
163K+ Clicks, 5.4M+ Impressions, 2.82% CTR vs Benchmarks
