Demonstrate Union Pacific’s commitment to public safety by continuing to educate drivers and pedestrians on the importance of safe behavior when driving or walking near railroad tracks.
We repurposed existing safety messaging and creative into new and compelling executions, such as interactive YouTube TrueView content that allowed viewers to choose their own video endings. To complement our traditional media tactics, we implemented a multi-channel digital awareness campaign that was targeted to reach nine key markets across the Union Pacific service area. The performance of each execution was tracked, analyzed and optimized to ensure the maximum amount of views and impressions.
Overall, the campaign exceeded the estimated four million video views with over 6.8 million completed views at a cost per view (CPV) of $0.19. And due to optimizations made throughout the campaign, each media channel met or exceeded key benchmarks for performance