Caltrain Electrification
Caltrain
OPPORTUNITY
The “Go Faster. Go Caltrain.” campaign kicked off as Caltrain began its shift to electric trains, a leap in regional transportation focusing on sustainability, enhanced service frequency, and speed. This electrification promised reduced environmental impact and better urban mobility, aiming to increase visibility and positive engagement around the new electric services.
APPROACH
To capitalize on this opportunity, a strategic multi-faceted media strategy was employed, ensuring broad visibility and engagement across digital, print, and broadcast platforms. The approach focused on digital engagement and influencer partnerships, utilizing a mix of direct advertising, including display and YouTube ads, and indirect marketing through micro-influencers and user-generated content. Key platforms like TikTok and Instagram saw influencers sharing experiences and engaging content that effectively promoted Caltrain’s electrification, all integrated within a broader media strategy to amplify reach and impact across various channels.
OUTCOME
The campaign achieved notable success with 4.5 million impressions, excelling across various platforms. Display ads reached 1.4 million impressions, YouTube ads got the most views at 400k, and Facebook led in engagement with 70k interactions. Search ads saw the highest clicks at 39k. A highlight was a single influencer video that surpassed all other tactics, driving results that exceeded the target by 40% and underscoring the influence of authentic engagement. The buzz around Caltrain’s electrification was positively received across social media, proving the campaign’s impact.
