Know Before You Dig

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Our Approach

During ONE Gas’ 2021 Safe Digging Month, we executed a robust media campaign to educate audiences about safe digging practices. The campaign included a mix of radio, digital static and video tactics, and public relations efforts.

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Objectives

  • Increase quiz engagement through giveaway and optimizations.    
  • Increase awareness of 811, proper digging protocols, and safety in each market.​

Strategy

  • Use earned, owned, and paid media placements to increase awareness of safe digging practices and importance of calling 811 before a digging project.
  • Educate public on additional safety/compliance topics. Inform excavators that they must have lines located before excavation begins.  
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Results

  • 5,812,587 total impressions on TrueView Cost Per View and TrueView for Action
    • 8% increase YoY
  • Overall view rate for the Oklahoma TrueView campaign: 43.13%
    • 19% higher than the KPI
  • 64 quiz leads
    • 246 more than the benchmark