Case Study
Missouri Department of Conservation
The Missouri Department of Conservation (MDC) is dedicated to promoting public health, well-being, and environmental stewardship across the state. Their campaigns aim to engage diverse audiences, particularly older demographics, to encourage participation in activities like birding and conservation while driving awareness and downloads of their Conservationist Magazine App.
The Challenge
1. Increase Awareness & Engagement Boost visibility and interaction for the Conservationist Magazine App and birding initiatives.
2. Reach a Diverse Audience Target a wide range of Missourians, with a focus on the 65+ age group, which has shown strong interest in birding and conservation.
3. Maintain Cost Efficiency Achieve high engagement and link clicks while keeping costs low.
The Solution
Over the course of the campaign, we implemented a multi-channel strategy to drive awareness, engagement, and downloads of the Conservationist Magazine App.
Key initiatives included:
● Targeted Advertising Campaigns: Leveraged social media platforms (Facebook, Instagram, YouTube) and Spotify to reach both general and targeted audiences.
● Creative Content Development: Produced engaging video and graphic content tailored to the audience’s interests, including birding challenges and conservation themes.
● Demographic-Specific Strategies: Focused on the 65+ age group, which accounted for over 39% of total link clicks, while ensuring gender-balanced appeal.
● Seasonal Pushes: Capitalized on spring and summer months for high performance and cost efficiency.
The Channels We Used
Graphic Design
Developed visually appealing social media graphics to enhance campaign visibility.
Video Production
Created engaging video content for YouTube and social media
Spotify
Audio ads to complement visual campaigns.
Social Media
Facebook and Instagram for statewide and targeted campaigns
Youtube
Video ads focused on impressions and reach
Trackable Results
We focused on delivering measurable and trackable outcomes to demonstrate the campaign’s success:
What We Delivered
Social and Digital Ads
