Texas.gov is reporting the results of a multi-part campaign that drove residents to the Texas Department of Information Resources website and built its brand affinity.
The effort was developed by Heat and Deloitte Digital and designed to authentically represent real Texans living in their state.
The agencies teamed with photographer Todd Selby on content that celebrated the state’s culture, like showcasing a cowboy boot maker.
The first campaign, running May through October, served as a general awareness campaign by humorously reminding people they can renew driver’s licenses via the state’s website. One video, to that end, featured a woman in a tire tube with the words “Too Busy To Wait?” lazily floating down the river.
This phase garnered 10 million paid-video views. Texas.gov reported a 6.49% overall organic engagement rate, 7.48% Instagram organic engagement rate, and 2.24% Twitter organic engagement rate. Between May and August there were 487,000 clicks on links to the promoted driver license and vehicle registration renewal services. Of those clicks, 132,000 (or more than 27%) were the result of paid ads (social or search). Also during this same time frame, the conversion rate on Texas.gov from paid campaign ad traffic (social or search) was nearly 39%.
This was also a 32% higher conversion rate than traffic that came directly to Texas.gov.
The second component debuted Nov. 4 and featured video of Texan scenes like attending a drive-in movie theater, hiking in state parks, serving up a local shaved-ice treat known as raspas, and spotting armadillos crossing a desert road into calls-to-action to encourage Texans to complete a transaction on the state’s official website.
“One major contributor to the success of this campaign was being able to capture, across all media, the people, places, and passions that make Texas culture so unique,” says Warren Cockrel, executive creative director, Heat.