RideFinders

THE CHALLENGE

RideFinders is the only ridesharing organization servicing the St. Louis region that offers free subscription services for carpooling and vanpooling. With the important mission to improve air quality and reduce traffic congestion, RideFinders helps to eliminate more than 33 million driving miles; reduce more than 1.6 million pounds of vehicle emissions; and remove nearly 4,000 vehicles from the region’s roadways. Due to reasonable gas prices and minimal traffic congestion, St. Louis is not considered a “commuter” city. RideFinders set out with the challenge to increase brand awareness, encourage commuters to embrace alternative modes of transportation and make RideFinders more relevant within our local St. Louis culture.

THE SOLUTION

Together with RideFinders, Geile/Leon created an idea that RideFinders could own, putting ridesharing into a new light that makes it more attractive to the “localvore” lifestyle in St. Louis. This idea emphasized not only the practicality of ridesharing, but also that it’s part of a lifestyle that many St. Louisans already embrace or aspire to embrace in their households, workplaces and communities. We called it Sustainable Commuting—another driving force for good in our community.

Strategic messaging was developed focused on encouraging commuters in the region to join with RideFinders in driving positive change, and taking ownership of building a better St. Louis, by embracing a culture of Sustainable Commuting. To support the campaign message, Geile/Leon created a multi-tiered and strategically-targeted integrated campaign. G/L targeted commuters in the St. Louis region by leveraging a variety of mediums including: landing page, digital display advertising, social media (Facebook, Twitter and Instagram), public relations, radio, community events and more.

The Result

Awareness of and engagement with the RideFinders brand continues to increase as a result of the “What Drives You?” campaign. Over 3 million impressions were served with display ads achieving a 0.16% CTR, over double the industry average for the transportation category. A radio campaign featured endorsements from Jean Ponzi, Tom Schlafly, Bert Vescolani and Debra Bass. A rise in RideFinder’s social media presence was seen as Facebook likes increased by more than 28% and Tweet impressions by 39%. PR efforts garnered coverage by media outlets including St. Louis Public Radio, KDHX radio and KMOX radio. RideFinders hosted a booth at the 2016 St. Louis Earth Day festival, during which attendees were invited to come by, take a fun photo and share it on social media for the chance to receive a pair of yurbuds®. RideFinders was successful in gathering 53 commuter profiles and signing up 3 carpools at this event.

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