A WHALE OF A TALE
The Brief
Loma raised awareness and increased sales of an iconic license plate that’s become a global symbol of environmental commitment.
The Client
California Coastal Commission
The Challenge
When California drivers purchase the famous ‘Whale Tail’ license plate, those funds help protect the coast. A global pandemic was suddenly making that task tougher. Tangled supply lines meant fewer new cars, so less license plates were needed—and competition was fierce, with 800+ plate designs available. In uncertain times, our job was to catch the public’s eye and make the sale.
The Approach
Big state. So we narrowed our focus. By leveraging both first and third-party ad data sets, we identified the markets where our message would best resonate. We then launched a targeted ‘digital first’ campaign to motivate those Californians most likely to make the purchase. Over the course of the campaign, we gained valuable insights on those most likely to purchase, then created ‘look-a-like’ audiences to increase sales.
And when the magic word is “motivate,” the creative truly matters. We evoked the stars of our campaign–big, bold, beautiful. A variety of looks and taglines kept the campaign both fresh and fun.
Measurable Results
During the campaign’s first 3 months, we increased new website viewers by 230% over the preceding quarter.
Through constant optimization, engagement has grown every year across all delivery platforms.
It’s nice to make a splash for all the right reasons.
The Takeaway
We’re very proud of this one. It adds to our track record fulfilling important environmental missions, which includes our work in creating the EPA’s national stormwater pollution prevention model now employed across the country. Not coincidentally, we’re also supporting California with a second initiative, “Protect Our Coast and Oceans” (POCO). It’s a donation-based campaign, where taxpayers contribute directly by checking a box in a specific place on a state tax document.
“I recommend Loma to every organization that appreciates true professionalism and measurable results.”
California Coastal Commission