The digital campaign successfully reached 1.1 million unique users, generating 9.3 million impressions and 268,856 engagements across digital platforms. Google Ads outperformed industry benchmarks, with the top-performing campaign achieving a 69.06% conversion rate at just $0.27 per conversion. Meta campaigns drove extremely high engagement, with 375,442 total video plays at an efficient $0.15 cost per ThruPlay. And the campaign’s click-through rate (CTR) of 3.5% exceeded industry averages, reinforcing the effectiveness of the messaging and targeting approach.
Due to the success of the August–October campaign, PPACG hired COHN again to run a follow-up campaign during the holiday season (December 2024–January 2025). The second campaign maintained the same focus areas while incorporating key optimizations:
More refined targeting for Spanish-language audiences to improve cost efficiency
Updated creative messaging to maintain engagement and avoid ad fatigue
Reallocation of budget to high-performing ad sets identified in the previous campaign
The holiday campaign built on the previous success, reinforcing awareness and behavior change during a high-risk travel season. This campaign also reached 1.1 million unique users and generated over 9 million more impressions across digital platforms. Engagement remained strong, with Meta campaigns achieving 538,773 total video plays and Google Ads continuing to drive efficient conversions at a low cost per result.
Together, these two campaigns demonstrated the effectiveness of sustained digital advertising efforts in influencing safer driving behaviors.
