Do the Ride Thing
That’s where Dovetail came in.
Dovetail began by conducting qualitative research to gather insights into employer and rider preferences and challenges and helping identify key audience segments. With those insights and a comprehensive strategic brief, Dovetail created the “Do the Ride Thing” campaign.
The campaign messaging encourages workers and employers to do the one thing that’s the right thing for the whole community — rideshare — using colorful imagery of a road leading to a green, flourishing future. This concept presents an aspirational message with a bit of a smile,
“Do it for your teammates. Do it for your family. Do it for the environment. Do it for the money. Whatever your reasons, visit RideFinders.com, and Do the Ride Thing!”
In order for the campaign to effectively convert prospects, Dovetail executed a website refresh that greatly improved SEO and featured a user-friendly form, making it easy for users to register and learn more about the program and upcoming events.
Dovetail implemented a comprehensive strategy to enhance awareness and engagement for RideFinders’ carpools and vanpools. This approach included a brand video that showcased the benefits of RideFinders and a media plan that leveraged digital display, radio spots, podcasts, social media and connected TV to effectively reach commuters. To reach business decisionmakers, a targeted campaign on LinkedIn utilized sponsored ads, a motivating content offer and a lead-nurturing email sequence to generate and cultivate leads. Although the campaign is still underway, qualified leads have increased by 60 percent.
We believe every brand has ownable positioning, even if it doesn’t seem obvious.
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