2023 W3 Awards Winner: Social Content & Environmental / Sustainability Campaign

2023 Davey Awards: Gold & Silver Winner

 

As part of their Get Biofuel initiative, Growth Energy wanted to change consumer behavior at the pump—encouraging the switch from Regular Unleaded to Unleaded 88, a higher blend of biofuel. But with most drivers on autopilot when it comes to fuel purchase, they needed to inspire consumers to make a greener, cleaner choice.

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We started by deep-diving into consumer research, which showed us that the millennial mom audience, the largest fuel-purchasing segment, wanted to make greener choices...but only if easy to do. We also found that 83% of millennials wanted to take a road trip this year. From those insights, we turned the Great American Road Trip into the Green American Road Trip and launched our social campaign with planet-conscious, millennial influencers, The East Family.