As the COVID-19 pandemic eased and workers started returning to on-site jobs, San Francisco noted that many residents had just bought cars, making them likely to commute to work by car, rather than climate-friendly modes like walking, biking or taking transit. 

Go Mission! was a neighborhood-centered contest to encourage residents to take and track their trips on transit or by active transportation modes. The brand, graphics and social media marketing campaign reached English- and Spanish-speaking residents of specific blocks in San Francisco’s Mission District—an audience of about 20,000.

The campaign art reflects the neighborhood’s vibrant culture and portrays transit riding, walking, biking and skateboarding as fun and exciting—with contest prizes. To match the neighborhood tone of the campaign, encourage sharing and make the most of a small budget, MIG focused ad dollars on social media, specifically targeting the “most likely to change behavior” audience, ages 25 to 34.

Over a period of 4 weeks, the campaign earned 367,000 ad impressions, more than 200,000 of which ran on Facebook and Instagram platforms. An exceptional campaign click through rate delivered contest registrants in the thousands.