Some details
The City of Antioch, located in Northern California, was settled before the Gold Rush. In 2018, they decided it was time to rebrand. So they engaged Evviva.
Challenge
One consequence of the 2008 collapse was that the City of Antioch became closely-associated with a collapse in home values. By 2016, the City had turned several important corners. Unfortunately, this the media didn’t
notice. Antioch remained a talking point, but the most common media pick-ups were related to crime, blight, homelessness and low-cost housing.Process
Research insight led us to a new strapline for the City and as a campaign line to drive awareness about what’s best about Antioch: “Opportunity Lives Here.” The campaign targeted business and lifestyle targets. With integrated programmatic planning, we launched the new brand across a variety of digital and OOH channels.
Results
The campaign was a huge success for Antioch:
- Nearly 24 million total impressions were delivered during the initial campaign cycle.
- 51,000 clicks were generated with a .3% click through rate (CTR).
- The CTR our ads achieved is six times (6x) the industry average.
- The campaign added 40,000 new visitors to the campaign website (www.antiochisopportunity.com)
- Google Analytics showed a bounce rate of 32% to the site. (This is outstanding.)
- Arrivals results indicate 46,524 physical visits to Antioch from people who were exposed to our ads.
The City was thrilled with the creative and the campaign results and continues to invest in ongoing work.
For more, visit: https://www.evvivabrands.com/portfolio/antioch/