Performance First Digital collaborated with the Regional Transit Authority (RTA) on an effective digital campaign in 2023, achieving remarkable success. The primary goal was to increase awareness of the Le Pass App among both locals and tourists, encouraging app downloads and engagement.
Campaign Objectives
The Le Pass App serves as a crucial resource for navigating public transportation in New Orleans. To maximize awareness, our campaign team executed a multi-channel strategy:
- Strategic Ad Placements: Ads were positioned inhigh-traffic areas, including hospitals, bus routes,hotels, restaurants, and public spaces
- Digital Integration: The campaign leveraged digital platforms such as in-bus screens, mobile devices, and desktop ads.
- Real-Time Optimization: Engagement metrics were tracked and optimized in real time to improve performance.
Digital Tactics & Execution
The campaign employed a diverse range of digital tactics:
Programmatic Geofencing:
Hyper-targeted ads were delivered to commuters in high-traffic areas.
Meta (Facebook & Instagram) Ads:
Engaging visuals enhanced visibility across social media platforms.
Digital Audio & Streaming TV Ads:
Advertisements ran on platforms like Spotify, Pandora, and Hulu
Pre-Roll Video Ads:
High-impact video ads were shown before online content to capture attention.
Key Performance Metrics
Reach & Impressions
471,448 individuals reached, with 2.95 million impressions (+27% above goal).
Engagement
Average exposure per audience member was 6.33 times.
Search Engine Marketing (SEM)
Targeted keywords such as “RTA New Orleans App” achieved an outstanding 38.7% CTR (industry standard: 3.9%).
Cost Efficiency
Achieved an impressive $0.09 CPC (Cost-Per-Click).
Targeted Geographic & Audience Segmentation
Neighborhood Focus: High engagement in
Gentilly and Mid-City neighborhoods (0.44% CTR).
Interest-Based Targeting: Focused on family travel, environmental sustainability, and transportation.
Digital Out-of-Home Advertising
Digital screens in office buildings and gyms displayed 36,706 ad views with an average
of 4.3 plays per ad. Commuters and professionals saw the message during daily routines, reinforcing Le Pass App’s role in public transit.
Streaming TV & Digital Audio Integration
Hulu Ads: High engagement and retention rates.
Audio Ads: Targeted commuters during their daily transit routine.
Driving Digital Success:
By leveraging data-driven strategies, innovative creative execution, and a multi-channel approach, Performance First Digital successfully drove over 55,000 clicks across all platforms.
This campaign showcased the effectiveness of real-time optimization, audience segmentation, and digital-first marketing strategies.
The Le Pass App is now top-of-mind for locals and tourists alike, demonstrating how strategic planning and digital innovation can transform public engagement with essential transit tools.
