LVMPD Foundation
Digital Advertising
License Plate Campaign
Objective
The LVMPD Foundation aimed to market its Specialty License Plate to increase the number of plates on the road and raise funds to support community safety programs. With an initial goal of 3,000 plates, the Foundation ultimately surpassed expectations, achieving over 7,000 plates on the road and counting!
Strategy
The strategy focused on leveraging social media advertising to drive traffic to the License Plate landing page on Lvmpdfoundation.org. Targeting Southern Nevada residents, the campaign aimed to generate interest and awareness about the Specialty License Plate and its benefits.
Tactics
The campaign utilized a phased approach, running social media ads over an 11-month period. Campaign durations varied, with some running for shorter durations, such as half a month, while others may have run for a full month. Targeting strategies included:
Interest-Based Audiences: Creating tailored audiences based on interests relevant to community safety, support for law enforcement, new cars, car registrations, and more.
Geotargeting Southern Nevada DMVs: Targeting individuals within 1 mile of Southern Nevada DMV locations to encourage plate registration and reach individuals currently at the DMV.
Website Retargeting: Retargeting website visitors with ads at different stages of the campaign to encourage plate registration.
Results
Over 23,600 clicks to the LVMPD Foundation's License Plate landing page. Generated over 2.4 million impressions through the social media ad campaign. Exceeded the initial goal of 3,000 plates on the road, achieving over 7,000 plates registered and counting!
The campaign maintained consistent engagement and achieved significant results over the 11-month period. The success of the campaign highlights the effectiveness of targeted social media advertising in promoting community initiatives and driving action.
