Denver Parks & Recreation | Project LeafDrop 2018 Digital Campaign
Each fall, Denver residents have the opportunity to compost their leaves for free through Denver Recycles’ Project LeafDrop program and, in partnership, local Ace Hardware stores provide coupons for free compostable leaf bags. CenterTable needed to make residents aware of this composting option and encourage them to download a coupon for free leaf bags from Ace Hardware.
As part of its work with Denver Parks & Recreation’s Be A Smart Ash program, CenterTable collaborated with Denver Recycles and Ace Hardware to create a four-week digital ad campaign across Facebook, Instagram and Twitter, targeting potential Denver homeowners in proximity to participating Ace Hardware stores.
The CenterTable team developed an animated video, incorporating Be A Smart Ash’s fun and intriguing Smart Ash character. The Project LeafDrop video explained the LeafDrop program, promoted the coupon for a free Ace Hardware leaf bag, and encouraged residents to compost the fall leaves.
By integrating the Smart Ash video and static images of people using the leaf bags, CenterTable was able to run a full-funnel digital advertising campaign that increased awareness, consideration and resulted in leaf bag coupon downloads.
By tracking the campaigns, and making real-time modifications to audiences, campaign budgets and messaging, the CenterTable team was able to exceed campaign expectations, which resulted in increased awareness for the Be A Smart Ash campaign and a record year for Project LeafDrop participation!
total campaign impressions
total campaign 2 second+ video views
total campaign completed video views
total campaign clicks
total landing page sessions
total coupon downloads
total coupon redemptions (284% increase YoY)
total leaves dropped off (6% increase YoY)